What affects guest loyalty in southwestern Bulgaria: some insights for hospitality management
What affects guest loyalty in southwestern Bulgaria: some insights for hospitality management

Summary/Abstract: Research background: The implementation of a customer relationship management approach within the hotel industry yields interdependent benefits including enhanced guest satisfaction, reinforced guest loyalty, and a deeper comprehension of guests and their needs and expectations. Essential for the success of a hotel complex is the identification of factors influencing guest satisfaction and loyalty. Purpose of the article: The primary objective of this study is to ascertain these factors to augment hotel guests’ satisfaction, thereby fostering their loyalty. In investigating hotel guest loyalty, two methods were employed, each instrumental in yielding distinct outcomes. The theoretical method entailed an examination of scientific literature elucidating the evolution and significance of the subject matter. Conversely, the empirical method facilitated the acquisition of requisite data for the analysis, assessment, and enhancement of hotel guest loyalty. Methods: To achieve the objectives of this research, a survey methodology was employed involving a sample of 187 hotel guests in the region of Blagoevgrad, southwestern Bulgaria, comprising both Bulgarian and foreign tourists who voluntarily participated in the study conducted in the period December 2023 - February 2024. The regional level of research ensured an ample number of hotels and hotel guests that were required for the study. Findings & Value added: The long-term success of a hotel establishment in the marketplace is primarily contingent upon its ability to expand and maintain a substantial number of loyal guests. Therefore, hotels must continually endeavour to cultivate and sustain the loyalty of its guests. The study delineated a set of indicators crucial for guest satisfaction and, consequently, loyalty, including hotel location, food quality, room comfort, hotel hygiene, staff competence, and value for money.

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