<![CDATA[Purpose: This study aims to examine the effect of service quality on tourist loyalty through tourist satisfaction among hotel guests in Batam City. The study responds to the growing importance of service experiences in strengthening guest relationships in Batam competitive hospitality industry.Research Methodology: A quantitative survey was conducted among 87 hotel guests in Batam City who were at least 17 years old and had stayed at a hotel in Batam. Data were collected using a five-point Likert scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS SEM) with SmartPLS 4.1.1.4.Results: The measurement indicators met the required validity and reliability criteria. Service quality had a positive and significant effect on tourist satisfaction and loyalty. Tourist satisfaction also had a positive and significant effect on tourist loyalty and partially mediated the relationship between service quality and tourist loyalty.Conclusions: The findings indicate that service quality contributes to hotel guest satisfaction and loyalty, whereas satisfaction provides an important mechanism through which service quality strengthens loyalty.Limitations: This study is limited to hotel guests in Batam City and uses cross-sectional self-reported data; therefore, the findings should be interpreted within this context and should not be generalized to other destinations without further evidence.Contributions: This study extends hospitality research by integrating service quality, tourist satisfaction, and tourist loyalty in a hotel context in Batam City and provides practical implications for improving service delivery, guest satisfaction, and retention.]]>
Copyrights © 2026
