Introduction
In a fast-growing environment, technology has a vital role in the day to day life. Many companies use various modern technologies to provide maximum satisfaction to the customers. Compared to other industries, the hospitality industry has now become the largest industry in the world. So they have taken more care about the needs and requirements of the customers. Therefore, the hospitality field is forced to acquire new technology to provide maximum satisfaction to the customers. “High tech is required for the multi-dimensional resource planning of resources, facilities, staff, and clients.” (Kristopson, 2004, p.146).
Main body
High technology and high touch mean providing the best service to the customers, and interaction among the staff and customers. In today’s world, technology is growing very rapidly and for the existence of every business, they have to cope with the changing technology. The main factor needed for the existence of any business is customer satisfaction and cooperation. So, in such cases, hospitality is essential for the success of the business. The hospitality industry uses the latest technologies to boost its service for the accomplishment of business goals. So the “companies become more responsive to customer needs, more efficient in their operations and more successful in the long run – even in an economic downturn.” (Maestre, 2001, para.3). Hospitality management ensures customer service, satisfaction, and safety, etc. The hospitality industry employs well-qualified and efficient staff to fulfill the needs of the customer in a better way. “Resort and casino operators for years tracked regular customers and knew not only their preferred accommodations but also their client’s taste in dĂ©cor, food and beverage favorites and support services.” (Hogan, 2009, James Durbin (retired) President, Marriott hotels, para.2).
The high tech and high touch are important for every business need to keep their customers happy. The personal relationship between the customer and businessman helps in knowing the customer’s needs so that they can provide the appropriate requirements of the customer. Technologies like wireless phones, internet services, video conferencing, etc help in improving the customer and staff relationship. These help to exchange information very fast. Thus, hospitality with high technology improves the growth of the business, and also the business can exist without any risk. Therefore, several resorts and clubs are utilizing this technology to increase the number of guests. The high technology and high touch offer technology-supported services to the customers which leads to improve efficiency and thereby increase in profit. This will also help to improve the quality of service. The high technology and high touch can maintain a good relationship with the customers in the respective industries. This technology also reduces the number of staff. Some of the disadvantages of these self-service systems are “service failure and service recovery, a reduction in interpersonal contact, the elimination of the social experience, and, because of its importance to relate to culture, technology anxiety.” (Fisher, & Beatson, 2002, p.7).
Conclusion
The word High touch is the sense of arts, religion, alternative medicine, and High tech include computers, telecommunication, etc. It mainly gives an idea about the influence of these two in our day-to-day life. High touch and high tech are related to each other in all senses. That is High tech and High touch are incorporated together in human life.
Reference
Fisher, G., & Beatson, A T. (2002). “The impact of culture on self-service technology adoption in the hotel industry: Technology and service encounter.” International Journal of Hospitality and Tourism Administration, 3(3), 59-77. QUT Digital Repository. Web.
Hogan, J. (2009). Blending high tech with high touch has become essential today for optimal results: James Durbin (retired) President, Marriott hotels. 4 Hoteliers: Hospitality, Hotel, and Travel News. Web.
Kristopson, D. (2004). Resort technology: High touch- high Tech: Skillfully blending technology into the resort/ club Experience: Spa and fitness facilities. Hospitality Upgrade: no reproduction or Distribution without Written Permission. 146. Web.
Maestre, R. (2001). Using technology to survive tough times. Express Hospitality. Web.