ANALISIS KUALITAS PELAYANAN TAMU PADA HOTEL CABIN CABANG SUTOMO YOGYAKARTA

Abstract

Hotels are important facilities that cannot be separated from the tourism sector. The role
of the hotel is not only a place to stay for tourists, but also as a place to carry out office
and educational activities such as meetings, seminars, marketing presentations, so that the
growth of hotel development is increasing. Quality of service in the field of hospitality
services is one of the considerations that are often used by guests in choosing hotels. Good
service quality is closely related to the implementation of SOPs as a basis for carrying out
tasks.
This qualitative descriptive study begins with the implementation of the Standard
Operating Procedure (SOP) for guest services at the Sutomo Hotel Yogyakarta branch,
the quality of guest services at the Yogyakarta Branch Sutomo Hotel, constraints faced
and how to overcome them in providing guest services. Guest SOP services from
predetermined reservations, check-in until guests check out fully. Quality of service has
an impact on the sale of rooms sold. The results of the data show that during the period
January - August 2018 the average number of rooms sold was 519 rooms / month.
Based on the results of the SWOT analysis with IFAS and EFAS matrices obtained strength
values (Streghts) - Weaknesses (weakness) = 2.24 -1.43 = 0.81 and opportunity values
(Opportunity) - Threats (Treaths) = 2.21 - 0.99 = 1, 22. Thus Cabin Sutomo Hotel has a
Quadrant I position so the strategy that needs to be done to increase the number of hotel
guests is an aggressive strategy. This is a situation that benefits Cabin Sutomo Hotel
because it has the power and opportunity, so that it can make the most of the opportunities
available and support aggressive improvement policies. In the SWOT matrix, it was found
that the right strategy was the S-O strategy, namely by increasing friendly and fast service
and continuing to innovate hotel products, this was supported by the increasing number
of domestic and foreign tourists, so that they were potential guests at Cabin Sutomo hotel.