Service Quality of the Room Department at Hotel Tentrem Yogyakarta: Netnography as a Research Approach

Abstract

This study aims to analyze the service quality of the Room Department at Hotel TentremYogyakarta using a netnographic approach. Netnography is a qualitative researchmethod that leverages data from online interactions and reviews as the primary sourcefor gaining in-depth insights into consumer perceptions. The research focuses on guestfeedback published on online platforms such as TripAdvisor, Google Reviews, and thehotel’s official website to identify the strengths and weaknesses of room services. Datais systematically collected and analyzed to identify patterns in customer experiences,particularly regarding comfort, cleanliness, service speed, and staff attitude at HotelTentrem Yogyakarta. The findings indicate that the service quality of the RoomDepartment at Hotel Tentrem Yogyakarta receives predominantly positive responses,especially in terms of room comfort and staff hospitality, though some criticisms werenoted regarding the response time to guest requests. Additionally, the analysis reveals acorrelation between guest satisfaction and positive recommendations for the hotel. Byadopting a netnographic approach, this study offers unique insights into guestexperiences, which can serve as a reference for Hotel Tentrem in enhancing its servicesin the future. The study also highlights the importance of understanding digital guestfeedback to maintain and improve hotel service standards. Thus, netnography enablesHotel Tentrem to respond more accurately and proactively to guest needs, helping topreserve a positive reputation amidst the increasingly competitive hospitality