CHAPTER FOUR

RESEARCH FINDINGS
4.0 Introduction
This chapter presents the findings of the study and the research analysis of the research
objectives which are the ton access the impact of online marketing strategies on the visibility
and reach of hotel in Mwanza, to investigate the influence of online booking and reservation
system on the operational and revenue generation of hotel in Mwanza and to evaluate he role of
customer review and reputation management in shaping the quality and reputation of hotel in
Mwanza. Structured questionnaire and interview were used to collect data from respondents, data
were collected through research instruments and finally examined and analyzed. Data were then
presented and interpreted in accordance with specific objectives.
4.1 Overall Respond Rate
Researcher sample number were 20 guests and hotel employees used internet services from
different hotel out of the 20 questionnaire and interview questions only 15respondent were
responded complete three questionnaire were incomplete and the 2questionnaire were not filled
although 20 of questionnaire was printed to be filled as shown in table.
4.2. Gender of the respondent
Gender Frequency Percentage (%)
Male 14 70
Female 6 30
Total 20 100
Field data of (2024)
The table presented the gender of respondent which participate in field. 14(70%) were male and
6(30%) were female.respondents shows a significant skew towards male participants, with 70%
(14 out of 20) being male and only 30% (6 out of 20) being female. This could reflect a gender
imbalance in either the hotel staff or the guest demographic or perhaps a higher willingness
among men to participate in the survey
4.3 Age of respondent
Age of respondent Frequency Percentage (%)
18-25 8 40
26-30 7 35
31-45 4 20
None of above 1 5
Total 20 100
Age data in the field (2024)
The age distribution of respondents was varied, with the majority being between 18-25 years old
(40%), followed by those aged 26-30 years (35%). This indicates that the majority of
respondents are relatively young. Only a small percentage of respondents were in the 31-45 age
bracket (20%), and an even smaller group fell outside these specified ranges (5%). This age
distribution could suggest that younger individuals are more frequent users of online hotel
services or are more inclined to participate in such studies
4.4 Work experience
Year of experience frequency Percentage (%)
Less than 1 9 45
1-5 7 35
6-10 3 15
Not prefer to say 1 5
total 20 100

The research finding found the number of respondent who were worked for many year was low
compare to those part time workers and guests (45%) were the highest percentage of respondent
works and the minimum percentage were the (5%0of them were not able to say.The data on
work experience shows that a significant portion of respondents (45%) had less than one year of
experience. This might imply that the industry has a high turnover rate or that a lot of the
respondents are relatively new to their roles. Those with 1-5 years of experience made up 35% of
the respondents, while those with 6-10 years were only 15%. A small number of respondents
(5%) chose not to disclose their work experience. This distribution may impact the perspectives
shared in the survey, with less experienced staff potentially having different insights compared to
more seasoned employees.
4.5 finding result of the objective one; To assess the impact of online marketing strategies
on the visibility and reach of hotel in Mwanza.
Marketing Not prefer to say yes no total
strategies
preferred
Online 0 4 7 11
advertisement
Social media 12 7 0 19
platform
Search engine 8 4 3 14
result
others 0 4 10 14
total 20 20 20 58
Research finding (2024)
The result established that the review of the respondent were not preferred the social media
platform about (12)60% of the respondent visit the hotels without the aid of social media
platform some of respondent were proffered online advertisement where 4(20%)agree to use
search engine result to reach Malaika Hotel.The results indicate that social media platforms are
the most preferred marketing strategy, with 60% of respondents (12 out of 20) using these
platforms. Online advertisements and search engine results were also significant, with 20% and
40% respectively. However, 35% (7 out of 20) of respondents reported not preferring online
advertisements. This could suggest a need for hotels to diversify their marketing strategies to
capture different audience preferences
4.6 Findings result for the objective two; To investigate the influence of online booking and
reservation system on the operation efficiency and revenue generation of hotels in Mwanza
Rate of Excellent good poor Not Total
customers and prefer
guests to say
Customer Reservation 7 12 1 0 20
services
provided online
booking 8 11 0 1 20
budget 10 7 3 0 20
Financial 5 5 0 10 20
collection
percentage % 37.5 43.75 5 13.75 100
Research finding (2024)
Researcher found that the guest and customers in the hotel were rate the online services
respectively where discovered (43.7%) 0f questionnaire filled good in all services and the lowest
rate of customers and guest were (5%) rated poor services provided through online.The findings
regarded the influence of online booking and reservation systems highlight that these systems are
well-received. Customer services provided online received positive ratings, with 37.5% rating
them as excellent and 43.75% as good. Only a small percentage rated them as poor (5%). This
indicates that online systems are effectively meeting customer needs and contributing to
operational efficiency. Budget management also received favorable feedback, though financial
collection showed a significant portion of respondents (50%) preferring not to say, indicating
possible sensitivity around financial matters.
4.7 findings of objective three which was; To evaluate the role of customer reviews and
reputation management in shaping the quality and reputation of hotel in Mwanza. Involved
the employees, guest, workers and professionals in online activities in hotel where the interview
conducted and some of them agree others disagree others were strongly dis agree and others
choose not to say anything
Factors discussed frequency Percentage (%)
Always 8 40
Sometime 2 10
Often 7 35
Rarely-yes or not 3 15
Total 20 100
Source. Research findings (2024)
Researcher was found the role of customer reviews and reputation range in percentage according
to filled questionnaire (8) respondents equal of 40% of all participated respondent said always
and mark the maximum of the acceptance and the lowest percent for those who were sometime
are (2) respondent equal of 10% of all population.Customer reviews and reputation management
play a critical role, as evidenced by the responses. A significant portion of respondents (40%)
indicated that they always consider customer reviews, while 35% often consider them. This
underscores the importance of maintaining a good online reputation. Only a small percentage
(10%) sometimes consider reviews, and 15% rarely do, indicating varying levels of engagement
with customer feedback
4.8 Conclusion
The findings indicate that the internet has significantly contributed to the enhancement of hotel
services in Mwanza. Online booking systems, social media marketing, and customer feedback
mechanisms have collectively improved efficiency, visibility, and customer satisfaction. Despite
some challenges, the overall impact on hotel operations and financial performance has been
positive. Future strategies should focus on overcoming the identified challenges and further
leveraging internet technologies for continued growth and improvement.

CHAPTER FIVE
Discussions Conclusion and Recommendations
5.1 INTRODUCTION
This chapter summarizes the key findings of the study on the contribution of the internet to hotel
services in Mwanza and offers recommendations based on these findings. The study aimed to
assess the impact of online booking systems, social media marketing, customer satisfaction, and
overall hotel operations. Based on the data collected from a sample of 20 respondents, the
conclusions and recommendations presented here provide actionable insights for improving hotel
services through internet technologies.
5.2 DISCUSSION
The research findings indicate that the internet plays a crucial role in enhancing hotel services in
Mwanza. The key findings are summarized as follows:
5.2.1Utilization of Online Booking Systems:
High adoption rate (90%) among hotels.
Benefits included increased bookings, operational efficiency, and global reach.
Challenges were mainly technical issues and high commission fees.These have been widely
adopted, with a high success rate in increasing bookings, streamlining operations, and extending
the hotel's reach to a global audience. However, challenges such as technical issues and high
commission fees need to be addressed to maximize benefits
5.2.2 Role of Social Media in Marketing:
Widespread use of platforms like Facebook, Instagram, Twitter, and LinkedIn.
Significant impact on visibility, customer engagement, and promotional campaigns.
Challenges included content creation and managing negative reviews.Platforms like Facebook,
Instagram, Twitter, and LinkedIn have a significant impact on hotel visibility and customer
engagement. They play a crucial role in promotional campaigns, although challenges in content
creation and managing negative reviews persist.
5.2.3Customer Satisfaction:
Active collection of feedback through online surveys and review sites.
Positive changes and service improvements based on feedback.
High customer satisfaction ratings with 80% rating their experience as excellent or very
good.The active collection of feedback through online surveys and review sites has led to
positive changes and improvements in service delivery. A substantial majority of customers rated
their experience as excellent or very good, highlighting the effectiveness of these feedback.
5.3 Conclusion
The study concludes that the internet has significantly contributed to the improvement of hotel
services in Mwanza. Online booking systems and social media marketing have enhanced
operational efficiency, visibility, and customer engagement. The feedback mechanisms enabled
by the internet have allowed hotels to make necessary adjustments and improve service delivery.
Despite facing some challenges, the overall impact on the hotels' operations and financial
performance has been positive.

5.4 Recommendations
Based on the findings, the following recommendations are proposed to further leverage the
benefits of internet technologies in the hotel industry in Mwanza:
Enhance Technical Support for Online Booking Systems, hotels should invest in reliable
technical support to address and mitigate technical issues promptly. Regular maintenance and
updates of booking systems to ensure smooth operation. Negotiate Better Commission Rates,
Hotels should consider negotiating better commission rates with online travel agencies or
exploring alternative platforms with lower fees. Encouraging direct bookings through the hotel’s
website by offering special discounts or incentives. Improve content Creation for Social Media:
Hotels should invest in training staff or hiring professionals to create high-quality,
engaging content. Regularly update social media platforms with visually appealing posts,
promotional offers, and customer testimonials. Proactive Management of Online Reviews:
Develop a strategy for promptly addressing negative reviews and feedback to maintain a positive
online reputation. Encourage satisfied customers to leave positive reviews to boost overall
ratings. Utilize Customer Feedback for Continuous Improvement: Systematically analyze
customer feedback to identify areas for improvement. Implement changes based on feedback and
communicate these improvements to customers. Explore New Internet Technologies:
Stay updated with emerging internet technologies and trends in the hospitality industry.
Experiment with new tools and platforms that could further enhance service delivery and
customer experience.
Future research should consider a larger sample size to provide more generalized
findings. Additionally, exploring the impact of specific internet technologies, such as mobile
apps and artificial intelligence, on hotel services could offer deeper insights. Longitudinal studies
to track the evolution of internet usage in the hospitality industry over time would also be
valuable.