ANALYSIS OF FACTORS CONTRIBUTING IN WEDDING PLANNERS’ WILLINGNESS TO RECOMMEND W BALI – SEMINYAK AS WEDDING VENUE

Abstract

W Bali – Seminyak, a hotel property of W Hotels, is one of the luxurious 5-star hotel brands under the biggest hotel chain company, Marriott International. The number of weddings is still not reaching target although W Bali - Seminyak has a unique wedding concept, and wedding planners have a big part in this. Therefore, the company must understand the right way to influence the wedding planners’ willingness to recommend the property to make more productions. The aim of this study is to determine the factors that contribute in the wedding planners’ willingness to recommend W Bali – Seminyak as a wedding venue. The research sample used is given to 70 wedding planners in Bali registered in the company’s database and had been working in the industry for at least one year. The research data was collected by distributing online-based questionnaires with a Likert Scale to 89 respondents and the sample was selected using purposive sampling. The results are then processed by SPSS factor analysis, and it was known that there are 8 factors that contribute in the wedding planners’ willingness to recommend, which are: perceived employee quality, client experience, output service quality, physical evidence, attractiveness, aesthetic view, additional assurance determinants, and price.