Augmented Reality and Guest Satisfaction in Hotels in South-East, Nigeria
Year: 2025
Type: article
Study design: Observational Study
Abstract: The need for personalized and quick response services in hotels using technology, led this study to examine the influence augmented reality on guest satisfaction in hotels in south-east Nigeria. The study employed a descriptive survey research design. The study addressed how guest satisfaction will be enhanced by adoption of augmented reality in personalizing services of guest and tailoring guest experience to their preference. The research was guided with two research questions and one hypothesis. The instrument for data collection was a structured questionnaire. The reliability of the instrument was determined using Cronbach Alpha at 5% level of significance to ascertain the reliability, which yielded Cronbach Alpha coefficient of +0.81. Mean and standard deviation was used to answer research questions, while the hypotheses were analyzed using multiple regression analysis. The researchers solicited data from 319 respondents in hotels in South-east, Nigeria. The findings of the study showed that use of navigation powered by augmented reality influence customer satisfaction in hotels, also the use of AR powdered applications for local guide/ escort, and recommendation influence customer satisfaction in hotels. However, there were slight negative influence that showed that augmented and virtual reality can cause health concerns such as eye strain, headache etc on users. Based on the findings, it was recommended that augmented reality has potential to revolutionizing guest experience in hotels. Hotels should focus on developing AR experiences that provide genuine value to guests, such as interactive hotel tours, personalized recommendations for local attractions and dining, or gamified experiences that enhance engagement.
Language: English
Subfield: Computer Vision and Pattern Recognition
Field: Computer Science
Domain: Physical Sciences
Open Access status: diamond
OpenAlex ID: W4412543474