Enhancing guest sensory experiences and behavior through Internet of Things (Iot)-enabled personalization in premium hospitality in Uganda

Abstract

This study explores the intersection of sensory marketing and Internet of Things (IoT) technology in selected 3 premium hotels in Uganda including Serena Hotel Kampala, Protea Hotel by Marriot Kampala, and Sheraton Hotel Kampala. We explored how IoT-enabled sensory experiences impact hotel guests' emotional states, overall satisfaction, and well-being, as well as their subsequent behavior. Additionally, we investigated whether gender plays a role in shaping these effects. The research design consisted of two phases: an exploratory phase involving in-depth interviews with hotel managers to gather qualitative insights, followed by a confirmatory phase involving an online survey of 357 hotel guests to validate the findings and gather quantitative data. The findings revealed that different senses influenced various aspects of guests' experiences: smell, hearing, and sight affected emotions, while touch, hearing, and sight impacted overall satisfaction. Smell and taste contributed to guests' well-being, with smell having a more significant impact on women's well-being and likelihood of returning compared to men. The Internet of Things (IoT) technology can be leveraged to craft personalized, multi-sensory experiences for hotel guests. For instance, hotels can utilize IoT to create distinctive and dynamic atmospheres in their rooms and suites, tailoring the ambiance to enhance guest satisfaction and comfort. This research focused on 3 premium hotels in Uganda, but future studies could investigate whether the results apply to other regions, cultures, and hotel segments, such as comparing highend and budget hotels to determine if the findings are universally applicable.