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VOL. 11, ISSUE 3 (2026)
The moderating role of environmental turbulence in the relationship between technology orientation and performance of star-rated hotels in Kenya
Authors
Peter Ngwae Nzioka, Margaret Oloko, Dr. Patrick Kimaku
Abstract

The hospitality industry is increasingly characterized by rapid technological change, changing customer expectations, intensified competition and environmental uncertainty. Technology orientation has consequently become an important strategic capability through which hotels seek to improve operational efficiency, service delivery, customer experience and competitiveness. However, the performance value of technology orientation may depend on the external conditions under which hotels operate. This study examined the moderating role of environmental turbulence in the relationship between technology orientation and the performance of star-rated hotels in Nairobi City County, Kenya. The study adopted a positivist philosophy and a quantitative explanatory cross-sectional survey design. The target population comprised 600 managerial and strategic employees in 41 three-, four- and five-star hotels. Using Yamane's formula (Yamane, 1967), a sample of 240 respondents was selected through stratified random sampling. A total of 149 usable questionnaires were returned, giving a response rate of 62.1%. Data were collected using a structured five-point Likert-scale questionnaire and analyzed using descriptive statistics, Pearson correlation, multiple regression and hierarchical moderated regression. Technology orientation had a positive and statistically significant relationship with hotel performance (B = 0.193, beta = 0.201, t = 3.164, p = 0.002). Environmental turbulence also had a positive direct effect on hotel performance (B = 0.148, beta = 0.136, t = 3.020, p = 0.003). Most importantly, the Technology Orientation x Environmental Turbulence interaction was positive and statistically significant (B = 0.079, beta = 0.158, t = 2.257, p = 0.026). The explanatory power of the full moderation model increased from R2 = 0.481 to R2 = 0.534. The findings indicate that environmental turbulence strengthens the performance benefits associated with technology orientation. The study concludes that technology-oriented hotels are better positioned to respond to turbulent environments and recommends continued investment in digital infrastructure, technology skills and adaptive technological capabilities.

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Pages:5-12
How to cite this article:
Peter Ngwae Nzioka, Margaret Oloko, Dr. Patrick Kimaku "The moderating role of environmental turbulence in the relationship between technology orientation and performance of star-rated hotels in Kenya". International Journal of Academic Research and Development, Vol 11, Issue 3, 2026, Pages 5-12

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