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Abstract
The expansion of online marketing has reshaped the way potential guests obtain information and develop attachment to hospitality services. Nevertheless, empirical findings concerning the combined role of affiliator trustworthiness, digital content standards, e-WOM, and guest experience in explaining hotel guest loyalty remain varied in earlier studies. This research was designed to assess the contribution of those four predictors to hotel guest loyalty in Surabaya and Malang. A quantitative research design was applied by distributing questionnaires to 138 respondents chosen through purposive criteria. The collected data were processed through variance-based structural equation modelling with SmartPLS 4. The findings indicate that affiliator trustworthiness, digital content standards, and e-WOM do not produce a statistically meaningful impact on hotel guest loyalty. In contrast, guest experience demonstrates a significant positive relationship, as reflected in the path coefficient of 0.533, T-statistic of 3.343, and P-value of 0.001. The proposed model accounts for 70.1 percent of the variation in hotel guest loyalty. These results confirm that direct service experience is the most decisive element in strengthening guest loyalty, exceeding the role of digital promotional activities. Therefore, hotel managers are advised to focus on improving the quality of guest experience as a core strategy for maintaining long-term loyalty.
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References
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References
Branch, T., Branch, U., Nobar, H. B. K., & Rostamzadeh, R. (2018). the Impact of Customer Satisfaction , Customer Experience and Customer Loyalty on Brand Power : Journal of Economics and Management, 19(2), 417–430.
Huang, S. C., Silalahi, A. D. K., & Eunike, I. J. (2024). Exploration of Moderated, Mediated, and Configurational Outcomes of Tourism-Related Content (TRC) on TikTok in Predicting Enjoyment and Behavioral Intentions. Human Behavior and Emerging Technologies, 2024. https://doi.org/10.1155/2024/2764759
Hutagalung, D. A., Nafiah Ariyani, & Entas, D. (2022). PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS TAMU MELALUI KEPUASAN TAMU (Studi Kasus di Favehotel Gatot Subroto Jakarta). JRMSI - Jurnal Riset Manajemen Sains Indonesia, 13(01), 94–111. https://doi.org/10.21009/jrmsi.013.1.06
Kesumahati, E., Ng, M. A., & Yuwono, W. (2025). The Influence of Brand Image, Service Quality, Customer Expectation and e-WOM on Customer Satisfaction and Customer Loyalty in International Chain Hotel at Batam City. Jurnal Manajemen Stratejik Dan Simulasi Bisnis, 6(1), 89–104. https://doi.org/10.25077/mssb.6.1.89-104.2025
Kokkhangplu, A., & Auemsuvarn, P. (2024). Understanding customer experiences insights in boutique hotels: a case study from Thailand. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2413397
Kualitas, E., Terhadap, P., Konsumen, L., Khaq, M. A., Murweni, I., Avrianto, A., & Garut, U. (2025). Jurnal E-Bis : Ekonomi Bisnis Martabak Mitra di Kabupaten Garut. 9(2), 1008–1022.
Reyes-Menendez, A., Saura, J. R., & Martinez-Navalon, J. G. (2019). The Impact of e-WOM on Hotels Management Reputation: Exploring TripAdvisor Review Credibility with the ELM Model. IEEE Access, 7, 68868–68877. https://doi.org/10.1109/ACCESS.2019.2919030
Widaningsih, T. T., & Putranto, A. (2025). Digital tourism communication: effects of influencer credibility, content quality, and e-WoM on emotions, FoMO, self-identification, and visit intentions of Gen Z travelers. Frontiers in Communication, 10(December), 1–14. https://doi.org/10.3389/fcomm.2025.1717937