Management of Communication with Clients in Local Hotels of Uzbekistan: The Role of ICT in Enhancing Guest Satisfaction
DOI:
https://doi.org/10.51699/cajitmf.v7i1.1143Keywords:
information and communication technologies, hotel communication management, guest satisfaction, smart tourism, Uzbekistan, hospitality managementAbstract
In the context of rapid digital development, effective communication with clients has become one of the key determinants of competitiveness in the hospitality industry. Information and Communication Technologies (ICT) significantly influence how hotels interact with guests, organize service processes, and ensure customer satisfaction, particularly in emerging tourism destinations .This study examines the role of ICT in managing communication with clients in local hotels of Uzbekistan, with special attention to differences across hotel categories. The research adopts a qualitative approach and is based on semi-structured interviews conducted with hotel managers and international guests from three local hotels in Tashkent representing luxury, mid-scale, and budget segments. Results show a positive influence of ICT use on guest satisfaction/experience, operational efficiency, and guest service use. Also, the extent to which IT is adopted varies widely, not only by hotel type and financial strength, but also by the awareness of senior management. It was concluded that luxury hotels use sophisticated digital solutions to a greater extent, whereas mid-scale and budget hotels use more basic technological tools. But guest experience is not only determined by technological progress, but also by the behavior, attitude, and communication efficiency of the hotel staff. The novelty of this research is that, through qualitative comparison, it is the first research of its kind to assess opportunities for improvement in ICT-facilitated communication processes in the hotel sector of Uzbekistan, a research context that has yet to be fully pursued. Theoretical and practical recommendations are suggested for the improvement of ICT-supported communication and increasing guest loyalty.
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