ABSTRACT

This study investigates the influence of online hotel room registration practices on guest behavior in Umuahia Metropolis, providing crucial insights into how digital tools shape guest experiences. Through a structured questionnaire distributed to 214 respondents, with 200 valid responses, the study employs descriptive and inferential statistical analyses, including Ordinary Least Squares regression, to assess the impact of various digital registration practices. The findings reveal that mobile check-in applications significantly influence guest behaviors by offering convenience and a streamlined experience, making them highly preferred among guests. Additionally, well-designed, user-friendly hotel websites play a vital role in shaping booking intentions, as guests gravitate towards hotels that present accessible and visually appealing information. Chatbots emerge as valuable assets, providing timely responses and simplifying the booking process, thus contributing positively to overall guest satisfaction. Conversely, the study indicates that automated kiosks have minimal impact on guest experiences, suggesting a location preference for personalized interactions over impersonal digital interfaces. This conclusion underscores the necessity for hotels in Umuahia to prioritize investments in mobile check-in capabilities, optimize website functionalities, and implement effective chatbot solutions, while using automated kiosks selectively. Ultimately, this research enriches the existing literature on digital hotel registration practices by highlighting the nuanced preferences of guests in Umuahia and advocating for a balanced approach that integrates digital efficiency with the essential human element in service delivery. The study contributes to a deeper understanding of how tailored registration practices can enhance guest satisfaction and retention.