Assessment of the Extent to which Managers Apply User-Generated Content (Monitoring and Response) Among 3-5-Star Hotels in Kenya

Abstract

Purpose: The study purposed to assess the extent to which managers apply user-generated content (monitoring and response) among 3-5-star hotels in Kenya.

Methodology: The study adopted a quantitative approach and survey design. The population entailed 441 hotel managers, including general, guest relations, and marketing managers from 147 3-5-star hotels in Kenya. Multistage sampling was used to select a sample of 252 hotel managers, and data were collected using self-administered questionnaires. The extent of the managers' application of UGC and their perception of hospitality service experience was assessed through mean ranking and standard deviation.

Findings: The results indicate that hotel managers primarily apply UGC to a large extent by checking the number of unfavorable sentiments (M=4.523, SD=1.584) and checking positive content generated by customers about their hotels (M=4.958, SD=1.454).

Recommendations: The study recommends that further studies be conducted on low-end hotels with a focus on their extent of application of UGC and service experience enhancement. Low-end hotels may comprise one- and two-star hotels. Moreover, further research may look into hotel managers' motivation to apply UGC across different hotel ratings.