Uticaj demografskih varijabli na zadovoljstvo korisnika digitalnih usluga hotela

Abstract

Razvoj informaciono-komunikacionih tehnologija fundamentalno transformiše turistički sektor i nosioci turističke ponude uveliko primenjuju savremene tehnologije kako bi unapredili svoje poslovanje. Hoteli se sve više oslanjaju na digitalne tehnologije u nastojanju da dostignu svoje poslovne ciljeve, poboljšaju iskustvo i zadovoljstvo svojih gostiju i ostvare konkurentsku prednost. Cilj ovog rada jeste utvrđivanje statističke značajnosti uticaja demografskih varijabli na zadovoljstvo korisnika digitalnih usluga hotela uključujući vebsajt hotela, onlajn rezervacije, usluge interneta i korišćenje socijalnih medija. Empirijsko istraživanje stavova 1036 korisnika o njihovom zadovoljstvu digitalnim uslugama hotela kategorije 4 i 5 zvezdica na teritoriji Srbije je sprovedeno tokom 2021. godine, a rezultati su obrađeni statističkim metodama koristeći Hikvadrat test. Rezultati istraživanja pokazuju da postoji statistički značajna razlika u zadovoljstvu korisnika digitalnih usluga hotela u zavisnosti od pola i starosne dobi. Istraživanje ukazuje da je potrebno voditi računa o demografskim kategorijama korisnika u pogledu digitalnih usluga hotela i shodno tome vršiti prilagođavanja ovih usluga.

The development of information and communication technologies is fundamentally transforming the tourism sector and tourism suppliers are widely using modern technologies to improve their business. Hotels are increasingly relying on digital technologies in an effort to reach their business objectives, improve the experience and satisfaction of their guests and achieve a competitive advantage. The aim of this research is to determine the statistical significance of the impact of demographic variables on customer satisfaction when using digital services, such as: the hotel website, online reservations, internet services, as well as social media. Empirical research on customers' attitudes and their satisfaction with digital services that 4and 5star-hotels provide on the territory of Serbia was conducted in 2021 and the results were processed using statistical methods and the Chi-square test. The research results have shown that there is a statistically significant difference in customer satisfaction with digital hotel services depending on their gender and age. The research indicates that it is necessary to take in account the demographic categories of customers when developing digital hotel services and make adjustments to them accordingly.