A VENDÉGELÉGEDETTSÉG ÉS A JÖVEDELMEZŐSÉG, MINT SIKERTÉNYEZŐK KAPCSOLATÁNAK VIZSGÁLATA A MAGYARORSZÁGI NÉGYCSILLAGOS HOTELEK ESETÉBEN
EXAMINING THE RELATIONSHIP BETWEEN GUEST SATISFACTION AND PROFITABILITY AS SUCCESS FACTORS IN HUNGARIAN FOUR-STAR HOTELS

Summary/Abstract: The quality of hotel accommodation service and guest satisfaction as key factors have become fundamental determinants of hotel success in the recent decades. In terms of Hungary, research examining the relationship between guest satisfaction and profitability of individual hotels is unique. Due to the COVID-19 pandemic, the financial indicators for hotel managers are at least so important as in the pre-pandemic and pre-crisis period. However one of the primary research of the authors was fulfilled in the pre-COVID times, but the second one was finisched during the pandemic – based on this result and on the other hand based on the growing number of literature review, the importance of the non-financial indicators are more and more relevant (SIGALA 2020, AGARWAL 2021, JUNG et. al 2021). The main aim of the study is to explore the relationship between the satisfaction of guests arriving at four-star hotels and the profitability of this hotels. Furthermore, examining the relationship between a non-financial and a financial indicator is the main issue. It is also a question of which factors have the greatest impact on the satisfaction of hotel guests in this category. Quantitative research includes correlation, rank correlation, and variance analysis by analyzing data from 78 four-star hotels and information on satisfaction found on evaluation pages. It is noteworthy that in the case of “net sales revenue” and Booking reviews, the existence of a link can be proven. In addition, there are correlations between several variables, such as hotel type, number of rooms, “net sales revenue”, Booking and TripAdvisor ratings.

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