Analysis of Personalized Guest Service in Hotels in Vietnam
DOI:
https://doi.org/10.22394/sp253.10Keywords:
services personalization, hotel industry, digital technologies, vietnam, CRM systems, tourism, customer satisfaction, innovation, guest loyaltyAbstract
Introduction. Tourism and the hotel industry in Vietnam continue to develop rapidly, due to the growth of both international and domestic tourism. However, despite the significant potential, the industry faces certain challenges, including insufficient technology adoption and personalized service. The purpose of this study is to analyze the use level of personalized services in Vietnam hotels, identify the factors limiting introduction of such services, and develop recommendations for promoting personalization in hotel industry. Methods. The study was carried out on the basis of the analysis of customer reviews of Vietnam hotels. The methods of data analysis and processing, statistical research, analytical method of domestic and foreign scientific literature, observation method, and analysis of the reviews and profound interviews were used. Results. Despite the recognition of the importance of personalized service by most hotels, its implementation is limited due to lack of technology and qualified personnel. Personalization, including room selection recommendations and individualized greeting, is actively used in 4-5-star hotels in large cities, while its use is minimal in lower-category hotels. Conclusions. For successful implementation of personalization, it is necessary to increase investments in technology, improve customer data management and improve the employees’ skills. This will improve competitiveness and customer experience under conditions of tourism recovery in Vietnam.Downloads
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