The factors affecting guest satisfaction in hotel industry: Ordered logit analysis

Customer satisfaction which mostly comes from accommodation services in Turkey is the most important part of tourism. For businesses providing guest satisfaction and having the current guests again are the crucial determinants to have positive references to the potential guests.In the line of this purpose, businesses ask responds to their surveys about the services which guests had during their visit from the guests who have already ended their accommodation period. Recent studies show that repeat guest is better than a new guest. Therefore, the first aim of the business is to increases the number of repeat guest as well as the guest satisfaction. On 2000's and later the number of tourists who were coming to Turkey had risen to 35 million by fallowing a rapid during the period of 2015-2016 that exceeded 35 million with an increase of more than 300%. With this increase in 2000, the number of business which has accommodation services has reached to 4.471 by increasing more than 200 %. This growth in the sector also brings the competition among the businesses that has a wide range of services and care about guests' expectations and satisfaction among other businesses. Therefore, in today's world many businesses, in order to increase both the number of repeat guest and to attract the new guests. In this study, it is aimed to determine the effectiveness of the factors and the factors affecting guest satisfaction for the 3 star, 4 star and 5 star categories in Mediterranean and Aegean regions. In this direction, in 2016, it is used a total of 20.81 questionnaires to people who benefited from businesses with accommodation services. The results show that meeting expectations is a highly important factor to provide guest satisfaction as stated in the literature. As a main result, providing guest satisfaction depends on meeting expectations that 35% for 3-star hotels, 32% for 4-star hotels, 33% for 5-star hotels, 34% for businesses in the Mediterranean region and 31% for businesses in the Aegean region. The sequence of the other variables and their importance show differences as their region and the star category changes.