Peningkatan Loyalitas Wisatawan Hotel Melalui Online Reviews dan Online Booking Intention
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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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References
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Vilarinho, T. A. (2014). Pursuit of competitive advantage for Online Travel Agencies: Driving from price to value. Portuguese: Universidade Católica Portuguesa
Zhang, Z. And Ye, Q. (2011). Determinants of hotel room price An exploration of travelers’ hierarchy of accommodation needs. International Journal of Contemporary Hospitality Management Vol. 23 No. 7, 2011, pp. 972-981
Zhao, X., Liang, W , Xiao, G., and Rob, L., 2015, The influence of online reviews to online hotel booking intentions,. International Journal of Contemporary Hospitality Management, vol 27 no 6, 1343-1364
Zhu, F., and Zhang, X., 2010, Impact of online konsumer reviews on sales: The moderating rol of product and consumer characteristics, Journal of Marketing, vol 74 no 2, 133-148.
Badan Pusat Statistik Kota Bandung , (2018). Jumlah Akomodasi Hotel Menurut Klasifikasi di Kota Bandung Tahun 2016. Bandung : Badan Pusat Statistik.
Barnes, James G., 2003. “Establishing meaningful customer relationships: Why some companies and brands mean more to their customers,” Managing Service Quality, Vol.13 No. 3, pp. 178-186
Bowen, J. and Shoemaker, S. (1998), “Loyalty: a strategic commitment”, Cornell H.R.A Quarterly, Vol. 2 pp. 12-25
Budianto, A (2017, 2 Oktober). Hotel Kecil di Bandung Makin Sepi Peminat. [Online]. Tersedia di https://ekbis.sindonews.com/read/1244814/179/hotel-kecil-di-bandung-makin-sepi-peminat-1506943858
Buhalis, D., & Licata, M. C. (2002). The Future etourism intermediaries. Tourism
Charlett, D., Garland, R. and Marr, N., 1995, How damaging is negative word of mouth?. Marketing Bulletin, vol 6 no 1, 42-50
Chen, Y., and Xie, J., 2008, Online consumer reviews: word-of-mouth as a new element of the marketing communication mix, Management Science, vol 23 no 2, 218-240
Cheung, C.M., Lee, M.K., and Rabjohn, N., 2008, The impact of electronic word-of-mouth: the adoption of online opinions in online customer communities, Internet Research. vol 18 no 3, 229-247.
Clemons, E. K., Hann, I.-H., & Hitt, L. M. (1999). An Empirical Investigation of Online Travel Agent Offerings. The Nature of Competition in Electronic Markets, 1-40.
Davis, A., and Khazanchi, D., 2008, An empirical study of online word of mouth as a predictor for multi-product category e-commerce sales, Electronic Markets, vol 18 no 2, 130-141.
Getty, J.M. and Thompson, K.N. (1994), “The Relationship Between Quality, Satisfaction, and Recommending Behavior in Lodging Decision”, Journal of Hospitality & Leisure Marketing, Vol. 2 No. 3, pp. 3-22.
Gretzel, U., and Yoo, K.H., 2008, Use and impact of online travel reviews, Information and Communication Technologies in Tourism 2008 Proceedings of the International Conference in Innsbruck, Springer-Verlag Wien,Vienna, 35-46.
Hayes, D.K., Ninemeier, J.D., & Miller, A.A. (2012). Foundations of lodging management 2nd edition. New Jersey: Pretice Hall.
Hennig-Thurau., et al (2004), ElectronicnWord-of-Mouth Via Consumer-Opinion Platforms: What Motive Consumers to Articulate Themselves On the Intenet. Journal of Interactive Marketing. Vol. 18. No 1. pp. 38-52
Herr, P.M., Kardes, F.R. & Kim, J. (1991). Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility Diagnosticity Perspective. Journal of Consumer Research, Vol.17 No.4, pp.454-62.
Laudon, Kenneth C., and Jane P. Laudon, 2000.”Organization and Technology
Lee, J., Park, D., and Han, I., 2008, The effect of negative online consumer reviews on product attitude: an information processing view, Electronic Commerce Research and Applications, vol 7 no.3, 341-352.
Liu,Y., 2006, Word of mouth for movies: its dynamics and impact on box office revenue, Journal of Marketing, vol 70 no 3, 74-89.
Lohmann, M., & Schmucker, D. J. (2009). Internet Research Differs from Research on Internet Users. Tourism Review, 64(1), 32-47.
Madu, C. N., & Madu, A. A. (2002). Dimensions of e‐quality. International Journal of Quality & reliability management.
Maheswaran, D., and Meyers-Levy, J., 1990, The influence of message framing and issue involvement, Journal of Marketing Research, vol 27 no 3, 361-367
Mizerski, R.W., 1982, An attribution explanation of the disproportionate influence of unfavorable information, Journal of Consumer Research, vol 9 no 3, 301-310
Mudambi, S., and David S., 2010, What Makes A Helpful Online Review ?. Philadelpia: MIS Quarterly. vol 34 no 1, 185-200
Ninemeier, J.D. & Perdue, J. (2005). Hospitality operations: Careers in the world’s greatest industry. New Jersey: Pearson / Prentice Hall
Ramadhani, Graifhan. (2003). “Modul Pengenalan Internet” http://dhani.singcat.com/files/pengenalan_internet.pdf. Tanggal Akses : 10 Juni 2018.
Rombe, Elimawaty. 2009. Loyalitas Pelanggan dan Variabel yang Mempengaruhinya. Bandung : UNPAD PRESS
Shapiro, D., & Shi, X. (2008). Market Segmentation: The Role of Opaque Travel Agencies
Sullivan, C.1999. Marketing the web in other media. Editor & Publisher.
Spears, N., and Singh, S.N., 2004, Measuring Attitude Toward The Brand and Puechase Intentions, Journal of Current Issues and Research in Advertising, vol 26 no 2, 53- 556. Sullivan, C., 1999, Marketing the web in other media, Editor and Publisher, vol 132 no 9, 27-30.
Sugiarto. (2001). Teknik Sampling. Jakarta: PT. Gramedia Pustaka Utama.
Vermeulen., and Daphne, Seegers., 2009, Tried and test: The impact of online hotel review on consumer consideration, Netherland: Tourism Management, vol 30, 123–127.
Vilarinho, T. A. (2014). Pursuit of competitive advantage for Online Travel Agencies: Driving from price to value. Portuguese: Universidade Católica Portuguesa
Zhang, Z. And Ye, Q. (2011). Determinants of hotel room price An exploration of travelers’ hierarchy of accommodation needs. International Journal of Contemporary Hospitality Management Vol. 23 No. 7, 2011, pp. 972-981
Zhao, X., Liang, W , Xiao, G., and Rob, L., 2015, The influence of online reviews to online hotel booking intentions,. International Journal of Contemporary Hospitality Management, vol 27 no 6, 1343-1364
Zhu, F., and Zhang, X., 2010, Impact of online konsumer reviews on sales: The moderating rol of product and consumer characteristics, Journal of Marketing, vol 74 no 2, 133-148.