The Influence of Digital Guest Interaction and Human Interaction on Guest Experience at Aston Nagoya City Hotel
Studi komparatif pengaruh interaksi digital dan personal
DOI:
https://doi.org/10.59211/mjpjetl.v4i1.417Keywords:
Digital guest interaction; human interaction; Guest experience; Hotel service; Hospitality management.Abstract
This study examined the effects of digital guest interaction and human interaction on guest experience at Aston Nagoya City Hotel, Batam. A quantitative method with a causal-associative approach was applied. Data were collected through a Likert-scale questionnaire distributed to 178 guests using purposive sampling, of which 177 responses met the criteria for analysis. Multiple linear regression was used to test the hypotheses with the help of SPSS 25.00. The results showed that digital guest interaction had a positive and significant effect on guest experience (t = 5.538; Sig. = 0.000), while human interaction also had a positive and significant effect (t = 8.943; Sig. = 0.000). Simultaneously, both variables significantly influenced guest experience (F = 184.616; Sig. = 0.000), with an adjusted R square of 0.676, indicating that 67.6% of the variance in guest experience was explained by the two variables. Human interaction demonstrated a relatively stronger influence than digital guest interaction. These findings suggest that hotels should maintain reliable digital services while continuously strengthening personal interaction between staff and guests to create a more meaningful guest experience.
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