<![CDATA[Abstrak Penelitian ini bertujuan untuk mengeksplorasi praktik service excellence, memahami pengalaman tamu, dan menganalisis proses pembentukan loyalitas tamu di Arte Hotel Malioboro Yogyakarta. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus melalui wawancara mendalam, observasi, dan dokumentasi yang melibatkan manajemen, karyawan lini depan, dan tamu loyal. Data dianalisis menggunakan analisis tematik Braun dan Clarke. Hasil penelitian menunjukkan bahwa service excellence diterapkan melalui personalisasi layanan, pemberdayaan staf, service recovery, dan strategi pelayanan yang berorientasi pada nilai tambah. Tamu memaknai service excellence melalui kecepatan respons, perhatian personal, dan keramahan pelayanan. Loyalitas tamu terbentuk melalui kepercayaan, ikatan emosional, dan nilai yang dirasakan dari keseimbangan antara kualitas pelayanan dan harga. Penelitian ini memberikan kontribusi dalam memperkaya kajian implementasi service excellence serta pembentukan loyalitas tamu pada hotel non-bintang lima di Indonesia. Kata Kunci: Service Excellence, Loyalitas Tamu, Hotel Non-Bintang 5, Studi Kasus Kualitatif, Arte Hotel Malioboro Abstract This study aims to explore the implementation of service excellence, examine guests’ experiences, and analyze the process of guest loyalty formation at Arte Hotel Malioboro Yogyakarta. A qualitative approach with a single case study design was employed. Data were collected through in-depth interviews, participant observation, and document analysis involving hotel management, frontline employees, and loyal guests. The data were analyzed using Braun and Clarke’s thematic analysis. The findings indicate that service excellence is implemented through targeted budget allocation, simple personalization, staff empowerment in service recovery, and cost-effective service strategies. Guests perceived service excellence through prompt responses, personalized attention, and friendly hospitality. Guest loyalty was developed through trust, emotional bonding, and perceived value resulting from the balance between service quality and price. This study contributes to the understanding of service excellence implementation and guest loyalty formation in non-five-star hotels with limited resources. Keywords: Service Excellence; Guest Loyalty; Non-Five-Star Hotel; Qualitative Case Study; Arte Hotel Malioboro]]>
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