The Impact of Technological Innovation on Co-Production and Co-Creation in Red Sea Hotels

Technology is an important source of competitive advantage for hotels. Technology innovations enhance service quality, improve employee productivity, and lessen operational costs, existing research has demonstrated that technology is transforming the ways in which hotels communicate with their customers. This research aims to assess the Impact of Technological Innovation on Co-Production and Co-Creation in Red Sea Hotels. To achieve objectives of this research the quantitative approach was used via a. questionnaire. It is conducted on a random sample of (256) managers in Red Sea hotels. The results indicate that there is a positive Impact of Technological Innovation on Co-Production and Co-Creation in Red Sea Hotels. The study recommended that hotels in the red sea should harnessing the positive impact of technological innovation on co-production and co-creation to enhance service development in the hotel and Encouraging guests to engage in co-production and co-creation to boost their satisfaction with the services they receive.