The Impact Brand Experience on Guest Budgeting Hotel in Indonesia

Abstract

This study aims to determine the impact of brand experience on budget hotel customers in Indonesia. The small and medium-sized hotel business in recent years has experienced growth, supported by low-cost flights that have transformed this hotel. In addition, backpacker tourists and the staycation phenomenon have become a consumer phenomenon today. In addition to competitive prices and service quality, budget hotels are sufficient to meet consumer needs. The rapid development makes the budget hotel management pay more attention to the facilities provided considering that the consumer experience is individual and direct involvement. On the other hand, the consumer’s background on the experience of a service is very different even though they are faced with the same type of hotel. This study selects budget hotels in Indonesia, especially the island of Bali, which is a favorite destination for foreign and local tourists. On the other hand, the island of Bali has many budget hotels that reach tourist attractions and the center of the crowd. It was found that Brand Experience greatly affects the existence of budget hotels and the promotion system at budget hotels does not have a budget like star hotels, so from this condition the experience of the brand has an impact on increasing customer loyalty to a brand.