Waryono
Universitas Negeri Padang, Tourism Department
Prof. Dr. Hamka Street, 25131, Padang-West Sumatra. Indonesia
ABSTRACT
Not yet the reaching of room occupied goals have an effect on to earnings of hotel. Obtained advantage of guest loyal a long way off from ideal. Purpose of this research is to analyze influence guest satisfaction on loyalty to stay at three star hotel in Padang City. The kind of this research is survey research with analytical descriptive method by using questionnaire as a means of data complier. The sampling technique in this study using incidental sampling. Population consisted of 2199 guests at three star hotel in Padang City and the sample of 100 people. Data analysis technique done is Path Analysis. The analysis concluded that satisfaction had a significant influence on guest loyalty to stay at the Three Star Hotel in Padang city with a total impact of 87.1%. While the remaining 12.9% is the influence of other variables that are not investigated. Sub variable situational factors did not significantly influence the guest loyalty to stay. Sub variables to given influence dominant is significantly on guest loyalty are the service quality equal to 31.8% and product quality equal to 26.9%. Service quality play important role in improving guest satisfaction, and guest satisfaction very depend level of product quality which on the market. Excelsior of service quality passed to guest hence excelsior also obtained guest satisfaction. Therefore, guest satisfaction can create or faithfulness of guest loyalty to hotel.
Keyword: Guest satisfaction, guest loyalty, service quality, product quality, situational factors, personal/emotional factors, and prices.