STRATEGI PEMBENTUKAN LOYALITAS KONSUMEN TERHADAP NIAT BERPERILAKU PADA HOTEL SYARIAH DI SEKITAR DESTINASI WISATA KALIMANTAN TIMUR
DOI:
https://doi.org/10.35968/m-pu.v15i1.1397Abstract
Masih banyak hotel di Kalimantan Timur yang belum memperhatikan tuntutan tamu muslim untuk menciptakan rasa aman dan nyaman yang dilandasi dengan nilai-nilai keislaman, maka dari itu perancangan hotel ini menggunakan prinsip-prinsip syariah tanpa mengurangi fungsi kegiatan. Hotel berbasis syariah sangat sulit ditemukan, terutama di daerah tujuan wisata. Di sisi lain, tingkat loyalitas dan kepatuhan masyarakat atau wisatawan dalam menggunakan jasa hotel syariah masih sangat minim. Penelitian ini menggunakan pendekatan kuantitatif dan kualitatif. Pendekatan penelitian kuantitatif dan kualitatif saling menguatkan satu sama lain, sehingga mampu menghasilkan penelitian yang tidak sebatas pandangan peneliti, terstruktur dan terukur, namun dapat memberikan penelitian yang mendalam dan sesuai dengan kenyataan. Penelitian ini memiliki dampak teoritis dan praktis. Secara teoritis, penelitian ini memberikan kontribusi pada ketahanan organisasi dalam bisnis perhotelan syariah dengan membahas tujuan perilaku klien. Untuk bersaing di pasar saat ini, hotel harus menggunakan taktik “jaringan dan kelembagaan”. Akibatnya, hotel harus bergantung pada aliran pendapatan turis dan non-turis. Kata kunci: hotel syariah, loyalitas, niat perilakuReferences
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