The Impact of Service Quality, Online Reviews, and Hotel Attributes on Decision to Stay with Consumer Trust as Mediating Variable
Ni Putu Sri Rejeki Panca Dewi

Faculty of Economics and Business, University of Airlangga, Surabaya, Indonesia

Abstract

The increasing competition in the hospitality industry has pushed hotels to adapt by improving service quality, managing online reviews, and enhancing hotel attributes to attract guests. These elements act as key factors in guests^ final booking decisions. The hotel market, especially in Bali, is highly competitive, offering numerous options to consumers. This research focuses on Azana Boutique Hotel in Denpasar, which faces challenges in meeting its occupancy targets. This study aims to determine the effect of service quality, online reviews, and hotel attributes on guests^ decisions to stay. Additionally, the research explores how consumer trust mediates the relationship between these factors and the decision-making process. The study hypothesizes that higher service quality, positive online reviews, and attractive hotel attributes positively influence guests^ decisions to stay. Furthermore, it is proposed that consumer trust strengthens these relationships. Data were collected from a sample of hotel guests, and the results were analyzed using Structural Equation Modelling (SEM). The findings indicate that service quality, online reviews, and hotel attributes significantly impact guests^ decisions, with consumer trust as mediating factor.

Keywords: service quality, online reviews, hotel attributes, consumer trust, decision to stay, Bali hospitality industry

Topic: Marketing management