Service Innovation of 3/2 Star Hotel in Bandung

As the Bandung’s tourism industry shows an increasing trend, it has impacted the growth of hotel in a massive scale. This research aim to identify factors that affecting customer choices toward 2-star and 3-star hotels in Bandung. The method used in this research is refer to previous research conducted by Dyan Saputra (2014) to 4-star and 5-star hotels in Bandung.Most of tourists visiting Bandung are domestic tourist (96%), in which relatively has a low spending with a proper profile for middle scale (3/2 star) hotel. As the competition increased, middle scale hotel are pressured by high scale (5/4 star) and budget hotel that committing price cut. Further, the competition is also exist between (3/2) star hotel. This condition has triggered (3/2) star hotel to keep innovating their services to gain competitiveness. This study adopts SERVQUAL framework to observe the customer expectation and detecting the gap of the hotel services. A questionnaire survey was conducted, and this study obtained 105 feedback from the tourists who had stayed in the 3/2 star-hotel in Bandung. In general, hospitality and supporting service is the most important compare to the other two dimensions, thus 3/2 star hotel in Bandung need to pay more attention to this dimension.