Document Type : Research Paper
Authors
1 - Assistant Professor, Department of Tourism and Hospitality Management, West Tehran Branch, Islamic Azad University, Tehran, Iran.
2 - Associate professor Tourism group of RICHT, Tehran, Iran.
Abstract
This study examines the role of personalization and customization in the transformation of Iran’s hospitality industry and analyzes managers’ perspectives on their implementation. In today’s competitive market, these strategies can enhance customer experience, increase satisfaction and loyalty, and create a sustainable competitive advantage. However, their implementation faces challenges such as insufficient technological infrastructure, limited employee skills, resistance to change, and financial constraints.
Using a constructivist grounded theory approach, data were collected through interviews with 17 hotel industry managers and experts in Iran. Data analysis was conducted using MAXQDA software through three stages of coding.
Findings indicate that personalization and customization have not been fully institutionalized in Iranian hotels. This study presents a data-driven model that provides a framework for analyzing personalization within the local context and offers practical insights for managers to enhance competitiveness and improve customer experience.
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