Pushing Value in the Hotel Industry

Introduction The hotel industry is an unstable industry. One of the reasons is that it is highly dependent on seasonality (Font, Penalva & Sampol, 2011). The seasonality of Butler quoted by Weidner (2006) is "temporal imbalance of tourism phenomena". In the hospitality industry, seasonality indicates that the hotel faces a high season of occupancy peak season for a certain period and faces a low season of low occupancy in another period.

One of the growth areas of growth in our economy is the hospitality industry. The hotel industry alone is a growing company with billions of dollars scale. It is exciting, never boring, and offers infinite opportunities. The diversity of hospitality industry is enough to allow people to work in various areas of interest and still work in a hospitality industry. The hotel in the 21st century offers modern and accurate service. Customers and guests are always right. This principle requires the application of management principles in the hospitality industry and hotel experts are aware of the means to manage the marketing principles of the hospitality industry.

For the hospitality industry, customer satisfaction is an important factor in providing revenue and profit. As a result, all researchers in the hospitality industry confirmed customer satisfaction as an important element of the value proposition of the hospitality industry. Oh (1999) was dedicated to the interaction between service quality, customer satisfaction, customer value, and their influence and the intent of repurchase and relationship to the word of mouth. In that study we used samples from the high-end sector of the hospitality industry.

Zeithaml (1988) defines customer value as "a comprehensive assessment of product availability based on received content and given content recognition." In the hospitality industry, value is provided by many cars, such as room quality, hotel atmosphere, meals, entertainment / sports facilities. Therefore, the value is a collection of tangible and intangible assets, and the composition of individuals is different (Nasution, 2008). From an administrator's point of view, customer value is a product that is offered to customers, but from the customer's point of view this is an experienced service. The process of providing customer value in a hotel environment involves three organizations: employees, administrators, and customers (Gowan et al., 2001; Hartline et al., 2003).