Integrating ICT in Business Operations of Hotel Industry for Competitive Advantages Leading to Higher Organizational Performance
The purpose or idea behind undertaking this research work is to understand the link between ICT applications such as email, online reservation system, social media, search engine optimization (SEO), Enterprise Resource Planning, etc. and the hotel performance in terms of financial growth, customer acceptance and social contribution. Apart from this, the present paper intends to find out whether ICT application adds any competitive advantages to be achieved in hotel industry in terms of productivity, low cost of operations, value addition, customer service, quality or sustainable growth and development. The respondents selected were the employees of the hotels in the Eastern part of India. Structural equation modeling (SEM) was applied to carry out the empirical research using 220 sample data. A well validated survey instrument was used to collect the primary responses from the employees. The results showed that competitive advantages gained due to ICT applications have significant effect on hotel performance.