Hotel Attributes, Satisfaction, and Travellers’s Intention to Revisit

Bali Cultured Hotels

Tanti Handriana

and Ketut Suryadinata Putra

Department of Management, Faculty of Economics and Business, Universitas Airlangga, Indonesia

Keywords: Tourism, Hotel, Cognitive Attribute, Affective Attribute, Sensory Attribute, Satisfaction, Intention to

Revisit.

Abstract: This study aims to analyze the intention of travelers to revisit Bali cultured hotels. Several previous studies

have shown that the intention of traveler behavior to stay at hotels is influenced by room rate, service

quality, friend/family influence, and promotion. This research applied a survey method. The research

sample consisted of 161 travelers who had stayed at Bali cultured hotels. Structural Equation Modeling

(SEM), with Smart Partial Least Square (PLS) software was selected as the technique of analysis. This

study confirmed that three proposed hypotheses were supported. The affective attribute and sensory

attribute variables significantly influence travelers satisfaction, and the satisfaction variable significantly

influences the intention of the travelers to revisit Bali cultured hotels. Meanwhile, the cognitive attribute

variable doesn’t affect travelers' satisfaction.

1 INTRODUCTION

Tourism is an activity served by some industries

such as hospitality and transportation. The

hospitality industry is that in which all the

companies are involved in providing services to

guests such as hotels, inns, restaurants, and other

recreational activities (Horner and Swarbrooke,

1996). Among all the tourist destinations in

Indonesia, the region with the highest number of

visits based on data in 2014 is the island of Bali,

which had 40% of all visits, followed by DKI

Jakarta by 30%, and Batam by 25% (Tempo, 22

November 2014). For the sustainable development

of Bali tourism, one component is the amenities

component of lodging accommodation, one of

which is hotels. Kim and Perdue (2013) revealed

that the hotel has attributes that are categorized into

three areas, namely 1) Cognitive ie price, service &

quality of food, national, brand recognition, &

sports facilities; 2) Affective (ie. comfort and

entertainment); and 3) Sensory, namely the quality

of room and overall atmosphere. Meanwhile, Ro et

al. (2013) argue that an interesting place is an

effective combination of pleasure and arousal that

travelers experience when visiting the place. As for

Wu and Liang (2009), they suggest that related to

the sensory experiences of travelers, luxury hotels

have a high aesthetic.

By using culture as a tourist attraction, some

hotels in Bali implement the Bali cultured hotel

attributes. According to Wijaya (2002), the

application of traditional Balinese architectural

styles to the hotel is divided into two: 1) Village-

style Hotels; and 2) Palace-style Hotels.

Meanwhile, Albayrak et al. (2016) reveal that in

order to be successful in serving tourists, hotel

managers must understand which hotel attributes

are important to their market segment and the

influences of those attributes on customer

satisfaction.

Kotler and Keller (2016) define satisfaction as

the feeling of satisfaction or dissatisfaction when

consumers compare the performance of a given

product with previous experience. Product/services

attributes affect the satisfaction/dissatisfaction of

consumers depending on their performance level.

According to Jung et al. (2015), that satisfaction has

a strong influence on the intention to revisit.

Whereas Um et al. (2006) argue that the intention to

revisit has been regarded as an extension of

satisfaction rather than the initiator who reviewed

the decision-making process. This study focuses on

knowing the influence of the attributes of Bali

196

Handriana, T. and Putra, K.

Hotel Attributes, Satisfaction, and Travellers’s Intention to Revisit Bali Cultured Hotels.

DOI: 10.5220/0008429201960202

In Proceedings of the 2nd International Conference on Inclusive Business in the Changing World (ICIB 2019), pages 196-202

ISBN: 978-989-758-408-4

cultured hotels on the intention to revisit through the

satisfaction of travelers.

2 LITERATURE REVIEW

2.1 Cultural Tourism

Picard (2003) reveals that cultural tourism is a form

of tourism developed by using culture to attract

tourists and care for culture through income

generated by tourism. Responding to the doctrine of

Cultural Tourism, The New Order government and

the tourism industry gave a similar concept of

'cultural art' (Acciaioli, 1985). Bali province as a

tourist destination in Indonesia makes the culture of

Bali an asset, thus contributing to the development

of international tourism in the Republic of Indonesia

and to the fostering of Indonesian national culture

(Picard, 2003). Meanwhile, Zeren, Koç, and Konuk

(2014) revealed that tourism in developing countries

plays a fundamental role in economic growth and

development.

2.2 Hotels

Hotels are a business of providing accommodation

in the form of rooms within a building, which can be

equipped with food and beverage service,

entertainment activities and / or other facilities on a

daily basis for the purpose of obtaining benefits

(Regulation of Minister of Tourism and Creative

Economy No. 53/2013). The hotel class is

distinguished into non-starred and starred. Star

hotels are classified as one star hotels, two star

hotels, three star hotels, four star hotels, and five star

hotels. The classification of the hotel used as objects

in this study is a five star hotel.

2.3 Hotel Attributes

Basically, most of the products offered by the

hospitality and tourism industry to the consumer are

the experience (Tsaur et al., 2006; Williams, 2006 in

Kim and Perdue, 2013). Therefore, according to

Dube et al., 2003 in Kim and Perdue (2013), in

creating hotel products and services it is necessary to

differentiate them from competitors with experience-

related attributes. Kim and Perdue (2013), categorize

the attributes of the hotel into cognitive, affective,

and sensory.

Hotel Cognitive Attribute. Kim and Perdue (2013)

describe that cognitive attributes are physical

dimensions or non-physical qualities that can satisfy

utilitarian demand and provide functional benefit or

value. At a hotel, according to Kim and Perdue

(2013), cognitive attributes are price, service and

quality of food, national, recognized brand, and

sports facilities.

Hotel Affective Attribute. According to Kim and

Perdue (2013), affective attributes are the emotions

and feelings generated by the features of the object,

which are real, perceived, and imagined features. At

the hotel, according to Kim and Perdue (2013),

affective attributes are comfort and entertainment.

Associated with affective attributes, according to Ro

and Mattila (2013), an interesting place is an

effective combination of feelings of pleasure and

arousal that travelers feel when visiting the place.

The Hotel Sensory Attribute. is an attribute that

travelers receive through their senses and is

concerned with creating an atmosphere for the hotel.

Kim and Perdue (2013) assert that sensory attributes

are room quality and overall atmosphere.

2.4 Satisfaction

Kotler and Keller (2016) defined satisfaction as a

person’s feelings of pleasure or disappointment that

result from comparing a product’s perceived

performance (or outcome) to expectations. Shing

and Nathan (2012) explain that satisfaction is a

psychological response, feelings of pleasure or

disappointment of someone who emerged after

comparing the perception or impression to the

performance (result) of a product and their

expectations before and after consuming the

product/service. In the tourism sector, the

satisfaction of tourists is the result of the interaction

between the experience of tourists with the

destination area and the expansiveness they have

about the destination. When the total quality of the

experience compared to the expectation produces a

feeling of satisfaction, the traveler will be satisfied;

when the actual experience of travelers as compared

to their expectations produces a feeling of

dissatisfaction, travelers will be dissatisfied (Pizam

et al., 1978). Meanwhile, Pizam et al., (1978)

revealed that in most tourism products, the

satisfaction of tourists is more concerned with the

dimensions of expressive performance than the

instrumental, such as comfort, luxury, hospitality,

and reputation of hotels that emphasize room and

price functionality.

Hotel Attributes, Satisfaction, and Travellers’s Intention to Revisit Bali Cultured Hotels

197

2.5 Intentions to Revisit

In tourism destinations, the intention to revisit is

defined as the readiness and willingness of

individuals to make return visits to the same

destination (Stylos et al., 2016). The most accurate

predictions of the decision to revisit, for example,

are the purchase of a tour package to the same

destination (Han and Kim, 2010). So, the intention

to revisit is the intention of consumers to visit the

same destination. For travelers, the intention to

revisit is the intention of behaving travelers who are

willing to revisit to stay at the same hotel.

2.6 Interrelationship between Research

Variables

2.6.1 Cognitive Attribute on Satisfaction

Roman and Martin (2016) state that when consumers

want to choose which hotels to experience when

visiting a tourist destination, the hotel's cognitive

attributes have a significant influence on the hotel

selection decision. As Gursoy et al. (2006) explain,

cognitive attributes affect consumer satisfaction and

quality perceived by consumers. Cognitive attributes

contribute to satisfying consumer demand that is

utilitarian and provides functional benefit or value.

Based on the above explanation, the following

hypothesis is proposed:

Hypothesis 1: Hotel cognitive attributes have a

significant positive influence on travelers'

satisfaction.

2.6.2 Affective Attribute on Satisfaction

Albayrak et al., (2016) say that the performance or

achievement of the attributes in hotels has an

influence on the satisfaction of travelers in the form

of a satisfied or dissatisfied judgement. According to

Pham (1998), affective attributes have an influence

especially on consumer ratings of products that are

usually based on hedonism and feelings related to

the criteria. Meanwhile, Mano and Oliver (1993) and

(2004) concluded that affective attributes have a

crucial influence on purchasing evaluation and

satisfaction after consumers experience consuming.

As for Barsky and Nash (2002), they argue that the

emotional response created from the affective

attributes of hotels is an essential component of

satisfaction and loyalty. Based on the above

explanation, the following hypothesis is made:

Hypothesis 2: Hotel affective attributes have a

significant positive influence on travelers'

satisfaction.

2.6.3 Sensory Attribute on Satisfaction

Albayrak et al. (2016) argue that the performance of

the attributes of the hotel affect the feelings of

satisfied or unsatisfied travelers against the stayed-at

hotel after the travelers evaluated the hotel's

services. As for Kim and Perdue (2013), they reveal

that the combination of sensory attributes in the

atmosphere or the atmosphere of the hotel has a

major influence on the evaluation of hotel services

made by travelers in determining their satisfaction or

dissatisfaction that influences the choice of hotel and

the intensity of the purchase. Based on the above

explanation, the following hypothesis is proposed:

Hypothesis 3: The hotel's sensory attributes have a

significant positive influence on travelers'

satisfaction.

2.6.4 Satisfaction on Intention to Revisit

Cronin and Taylor (1992) state that consumer

satisfaction influences the intention to repurchase

significantly in the service sector. According to Su et

al., (2016), in the context of tourism, there is a

relationship between consumer satisfaction and

intention to revisit. Meanwhile, Kim et al. (2009)

reveal that in upscale hotels, travelers will want to

revisit the same hotel when the traveler has felt the

satisfaction of the hotel services, therefore the hotel

manager should be able to give satisfaction to ensure

the intention of travelers to make a revisit. Based on

the above explanation, the hypothesis is proposed as

follows:

Hypothesis 4: Satisfaction has a significant positive

influence on travelers' intentions to revisit a Bali

cultured hotel.

All hypothesis can be seen in the model as in

Figure 1.

Figure 1: Analysis Model.

Cognitive

butes

Affective

butes

Sensory

butes

Satisfaction

Intention

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198

3 RESEARCH METHODOLOGY

3.1 Research Approach, Sampling

Technique, and Analysis

Techniques

This research uses a quantitative research approach

with survey method. In this study there are three

exogenous variables (ie cognitive attributes,

affective attributes, and sensory attributes) and two

endogenous variables (ie satisfaction and intention

to revisit). The data were collected through

questionnaires using 161 respondents who stay in a

5-star hostel with a Balinese culture concept. This

research uses a purposive sampling technique. The

analysis technique used in this study is Structural

Equation Modeling (SEM), with Smart Partial Least

Square (PLS) software.

3.2 Identification and Operational

Definition of Variables

The cognitive attribute variables are defined as the

attributes of a Bali cultured hotel that can satisfy the

utilitarian demands of travelers. Affective attribute

variables are the attributes of Bali cultured hotels

that play a role in creating the emotions and feelings

of the travelers. Sensory attribute variables are

defined as the attributes of Bali cultured hotels that

play a role in creating the traditional atmosphere of

Balinese culture felt by travelers. The satisfaction

variable is the feeling of pleasure or disappointment

of travelers at a Bali cultured hotel after they

compare between what they expect and the reality.

The intention to revisit is defined as the desire and

willingness of the travelers to the Bali cultured

hotels to stay again at the hotel in the future. ach

indicator in this research is measured using a five-

level Likert scale, namely 1 = strongly disagree; 2 =

disagree; 3 = undecided; 4 = agree; and 5 = strongly

agree.

4 ANALYSIS AND DISCUSSION

Hypothesis 1 states that cognitive attributes have a

positive and significant influence on travelers'

satisfaction. The result of calculation by using

SmartPLS 2.0 software shows the influence of

cognitive attribute variable on travelers' satisfaction

is a positive influence with beta coefficient value

0.0302 and t-statistics of 0.4149 (less than 1.65); this

means hypothesis 1 is not supported. Next is the

affective 2 b hypothesis that influence attributes

have a positive and significant influence on travelers'

satisfaction. The result of data show that the

affective attribute variable on travelers’ satisfaction

is a positive influence with beta coefficient value

0.4714 and t-statistic value 4,6874 (more than 1.65),

thus hypothesis 2 is supported.

Meanwhile, hypothesis 3 states that sensory

attributes have a positive and significant influence

on travelers' satisfaction. The analysis shows the

influence of the sensory attribute variable on

travelers’ satisfaction is a positive influence with

beta coefficient value 0.3786 and t-statistics of

4.3704, this means that hypothesis 3 is supported.

Hypothesis 4 states the satisfaction of travelers has a

positive and significant influence on the intention to

revisit. The calculation result using SmartPLS

software shows the variable path of travelers'

satisfaction with the intention to revisit has a

positive influence with a beta value of 0.5436 and T-

statistics of 5.7696, this means that hypothesis 4 is

supported.

4.1 Discussion

The result of hypothesis testing as seen table 1

shows that the cognitive variable has no influence on

the satisfaction of travelers. This is in contrast to a

study by Gursoy et al. (2006), who found that

cognitive attributes influence consumer satisfaction

and the perceived quality of consumers. Cognitive

attributes contribute to satisfying consumer demand

that is utilitarian and provides functional benefit or

value. There are several reasons that cause cognitive

variables to have no influence on the satisfaction of

travelers; for example that the sports facilities

provided are only a swimming pool and yoga

pavilion.

Table 1: The Results of Hypotheses Testing.

The results of hypothesis 2 testing show that

affective variables influence the satisfaction of

travelers. According to Kim and Perdue (2013),

hotel affective attributes are the attributes associated

with creating emotions and feelings when

Relationship between

Variables

Original

Sample

Statistics

Result Explanation

CognitiveSatisfaction

0.0302 0.4149

Not Significant H1 Rejected

Affective  Satisfaction

0.4717 4.6874 Significant H2 Accepted

Sensory Satisfaction

0.3786 4.3704

Significant H3 Accepted

Satisfaction Revisit

0.5436 5.7696

Significant H4 Accepted

Hotel Attributes, Satisfaction, and Travellers’s Intention to Revisit Bali Cultured Hotels

199

consuming hotel services. Affective attributes have

an assessment influence that is usually based on

hedonism feelings related to criteria. In this case,

that is included in the affective attribute of the hotel

of comfort and entertainment. The results of this

study support research conducted by Pham (1998),

Mano and Oliver (1993), and Wong (2004), that

affective attributes have a crucial influence on

purchasing evaluation and satisfaction after

consumers experience consuming.

Next is the third hypothesis testing, indicating

that the sensory variables influence the satisfaction

of travelers. Gobe (2011) reveals that sensory

attributes play a role in creating an ambience in a

hotel that influences guest ratings. According to

Gobe (2001), the combination of sensory attributes

can have a strong influence on changes in consumer

behavior. The hotel's sensory attributes are room

quality and overall atmosphere. The results of this

study are in line with the results of research

conducted by Albayrak et al. (2016) and Kim and

Perdue (2013) that the combination of sensory

attributes in the hotel’s atmosphere creates a

significant influence on the evaluation of hotel

services performed by guests in determining guest

satisfaction or dissatisfaction that influences the

choice of hotel and purchase intensity.

Finally, the findings of the analysis show that the

variable of satisfaction of travelers influences the

intention to revisit. In the tourism sector, the

satisfaction of tourists is the result of the interaction

between the experience of tourists with the

destination area and the expectations they have

about the destination. When the total quality of the

experience compared to the expectations produces a

feeling of satisfaction, the traveler will be satisfied,

when the actual experience of the tourist as

compared to his or her expectations produces

dissatisfaction, the traveler will be dissatisfied

(Pizam et al., 1978). According to Pizam et al.

(1978), in most tourism products, travelers'

satisfaction is more concerned with the expressive

performance dimensions than the instrumental ones,

such as comfort, luxury, hospitality, and reputation

of hotels that emphasize room functionality and

price. Satisfaction in this research is satisfaction at

hotel performance. The findings of this study

support research conducted by Han et al. (2009),

Cole and Chancellor (2009), and Cronin and Taylor

(1992) that consumer satisfaction influences the

intention to repurchase significantly in the service

sector.

5 CONCLUSION &

IMPLICATION

Based on the findings of the data and the findings of

the analysis in this study, the findings are that the

hotel cognitive attributes have no influence on the

satisfaction of travelers, while affective attributes

and attributes of sensory hotels have a significant

positive influence on traveler satisfaction, and

sensory attributes have a positive influence on

traveler satisfaction. Meanwhile, the satisfaction of

travelers has a significant positive influence on the

intention to revisit the Bali cultured hotels.

It is recommended for future researchers to

conduct a study on attributes at the various

Indonesian traditional nuanced (cultured) hotels in

various classifications of hotel class (1 star, 2 stars, 3

stars, 4 stars, 5 stars and non starred) and hotel type

category (commercial, airport, economy, suite,

residential, casino, and resort). This is because of the

view that the tourism industry is one of the foreign

exchange contributors to the country with a wealth

of culture is one of the things that make Indonesia an

attractive tourist destination. Indonesia has a

diversity and uniqueness of culture in each province

with its diversity of ethnic and religious

communities, so that research on this subject is very

interesting and not much studied in research.

Balinese hotel management can improve the

quality of hotel services, for example by providing

traditional Balinese entertainment that allows the

audience to actively engage in such activities, such

as the Joged Bumbung dance, where audiences can

dance with dancers amusingly, in the Balinese

language or in English. Hotel managers are also

expected to provide travelers with access to

traditional and religious ceremonies in the hotel

environment, such as piodalan (holy day anniversary

based on the Saka calendar) at the hotel's pelinggih

(Hindu prayer center) as a cultural attraction, but in

a manner so that the Hindu religious rules are not

violated in Bali

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