Analyzing Digital Features Of Accommodation Products Leading To Consumer Purchase

Abstract

Accommodation industry experiences shifts in the customer preferences as digital era of e-commerce arrives. This shift forces business to focus more on integrated service delivery that leverages technology and applications. This further opens the opportunity to use customer narratives in providing valuable insights on what aspects these accommodation providers have to consider. This study explored the narratives from accommodation customers using qualitative analysis. Thirty-two (32) customers were purposively sampled to elicit information-rich narratives through one-on-one interviews. Findings indicated that reliable and fast internet access is particularly crucial for customers who have remote work responsibilities and those who heavily rely on the internet for communication purposes. Customers value the availability of digital resources such as laptops and computers, especially for situations where work or communication emergencies arise. Addressing customers' concerns about internet security and catering to their preferences for digital amenities can lead to increased customer satisfaction, positive reviews, and ultimately boost bookings and revenue for accommodations. It is essential for accommodation providers to stay technologically relevant and continuously adapt to meet customers' evolving digital needs to remain competitive in the ever-changing hospitality industry. By doing so, they can establish a stronger position in the market and create a positive impact on their overall business performance.