Peningkatan Loyalitas Wisatawan Hotel Melalui Online Reviews dan Online Booking Intention

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Kiki Ermawati

Abstract

Persaingan industri pariwisata khususnya perhotelan di kota Bandung telah mengalami persaingan yang sangat ketat. Hotel bintang 3 dan 4 yang bisa diasosiasikan dengan Midscale hotel, berlomba untuk mendaftarkan berbagai tipe kamarnya di Online Travel Agent agar dapat meningkatkan penjualan. Jenis penelitian ini adalah kuantitatif. Tujuan dari penelitian ini untuk melihat pengaruh Online reviews kepada Online booking intention hingga Loyalitas Wisatawan di hotel tertentu dengan menggunakan model analisis SEM berbasis component based. Hasil penelitian menunjukan bahwa terdapat pengaruh positif dan signifikan dari Online Review indikator yakni reviewer expertise terhadap online booking intention sebesar 0,740; Online review dengan indikator reviewer expertise berpengaruh positif dan signifikan terhadap loyalitas wisatawan dengan indikator referal sebesar 0,783; dan Online booking intention dengan indikator payment berpengaruh positif dan signifikan terhadap loyalitas wisatawan sebesar 0,425. Pengaruh online review terhadap loyalitas wisatawan melalui online booking intention sebesar 9,85 %.

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