PENGARUH KINERJA DAN PELAYANAN SALES & MARKETING DEPARTMENT TERHADAP LOYALITAS KUNJUNGAN TAMU HOTEL GRAND ASTON YOGYAKARTA

WAHYU ANGGARANI, Pitaya, S.E.T., M.S.c

2013 | Tugas Akhir | D3 KEPARIWISATAAN

Pengaruh Kinerja dan Pelayanan Sales & Marketing Department Terhadap Loyalitas Kunjungan Tamu dalam kehidupan industry perhotelan sangat menentukan kemajuan perekonomian industry tersebut. Kegiatan MICE ( Meeting, Incentives, Convention, Exchibitions) yang sedang berkembang pesat di Kota Yogyakarta menjadi pendukung terciptanya akomodasi perhotelan di kota budaya ini. Seiring dengan berkembangnya industry perhotelan yang bergerak di bidang jasa Sales & marketing department harus selalu memberikan pelayanan & produk yang terbaik guna terciptanya kepuasan & kepercayaan Tamu hotel agar tamu tersebut memiliki loyalitas yang tinggi terhadap hotel. Loyalitas merupakan suatu proses panjang yang berkesinambungan antara pihak perusahaan dengan pelanggan. Pelayanan dan kinerja Sales & Marketing menentukan seberapa berhasilnya pelayanan jasa yang diberikan oleh sales & marketing hotel terhadap pelanggan dan akan menimbulkan dampak perekonomian bagi hotel. Oleh karena itu karya ilmiah ini dibuat untuk mengetahuiseberapa besar pengaruh yang diberikan oleh kinerja & pelayanan Sales & Marketing hotel terhadap loyalitas kunjungan tamu khususnya Hotel Grand Aston Yogyakarta. Kata kunci : MICE, Hotel, Sales & Marketing, Kinerja & pelayanan, Loyalitas, tamu.

Effect of Performance and Service Sales & Marketing Department Visits Against Loyalty Guest in the hospitality industry lives largely determines the economic progress of the industry. Activities MICE (Meeting, Incentives, Convention, Exchibitions) thriving in the city of Yogyakarta to support the creation of hospitality accommodation in the city's culture. Along with the development of the hospitality industry engaged in the services of Sales & marketing department must always provide the best services and products in order to create guest satisfaction and confidence in the hotel so that guests have a high loyalty to the hotel. Loyalty is a long continuous process between the company and customers. Services and the performance of Sales & Marketing determines how successful the services provided by the hotel sales and marketing to customers and will cause the hotel economic impact. Therefore this paper is made to determine how much influence the performance and service provided by the Sales & Marketing hotel loyalty guests visit especially Grand Aston Yogyakarta Hotel. Keywords: MICE, Hotel, Sales & Marketing, Performance & Service, Loyalty, guests.

Kata Kunci : PENGARUH KINERJA DAN PELAYANAN SALES & MARKETING DEPARTMENT