Technology orientation and sustained competitive advantage in star rated hotels in Kenya

Abstract

Luxury hotels face an increasingly complex environment that calls for ingenuity in sustaining competitive advantage. This paper examinesthe influence of technology orientation on sustained competitive advantage in four- and five-star hotels in Kenya. The study was anchored on the resourcebased viewdue to its support for sustained competitive advantage and internal resources inhighly competitive environments. The study followed the positivism research paradigm and applied a descriptive correlational research design. The sample comprised 283 senior managers and a five-point Likert scale questionnaire was used to collect data. Structural Equation Modelling was used to analyze structural relationships and test hypothesis. The results established that technology orientation had a positive and significant influence (p<0.05) on sustained competitive advantagein the operations of four-and five-star hotels. The study concluded that constantly and creatively upgrading technology standards for front desk, reservations and in-room amenities enhanced technology orientation. The study has implications for industry stakeholders and policymakers toinvest in research and development, acquisition of new technology and application of the latest technologies.