Adoption of Online Reservation Systems Among Star Rated Hotels in the Accra Metropolis

Abstract

ABSTRACT Research has shown that adoption of online reservation systems by the hospitality and tourism industry brings both economic and social benefits to the hotels and customers. The study sought to assess the adoption of online reservation systems among hotels in the Accra Metropolis, Ghana. The study was guided by the pragmatist’s paradigm to include the positivists and the interpretivist philosophy of research (quantitative and qualitative approach). Questionnaires were administered to all the 183 reservation/front office managers of the star-rated hotels through census. A purposive sampling was further used for 6 selected managers for interviews for triangulation. Descriptive statistics, Chi-square test of independence, Factor analysis, and Binary logistic regression were used for analysis. The study revealed that the majority of the star rated hotels (87%) in Accra Metropolis have adopted online reservation systems with Online Travel Agents and Hotel’s own website being the most forms of reservation systems used. Technological, managerial and economic, and environmental factors emerged as the factors which influenced adoption of ORS. It was also observed that hotels maximized reservations, have their business open to the public always. The study furthers observed that, slow internet access time, lack of qualified personnel, high commission rates, and lack of interaction between personnel and clients were the main barriers to the use of ORS. In as much as the adoption of ORS is beneficial, hotels are faced with several obstacles that prevents them from maximum utilization of the ORS facility