Theatrical Service Innovation: Enhancing Experiential Marketing and Guest Satisfaction in the Hospitality Industry
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Abstract
The shifting paradigm of modern tourism highlights a transition from functional service requirements to a demand for memorable, emotional, and interactive experiences. This study analyzes the implementation of theatrical service—or role-playing—as an innovative experiential marketing strategy and its influence on guest satisfaction at the Hotel Grand Mansion, Blitar City. Utilizing a quantitative causal approach, data were collected from 100 respondents selected via probability sampling and analyzed through simple linear regression and t-test techniques. The findings reveal that theatrical service significantly enhances the experiential marketing dimensions of sense, feel, and relate, creating a positive and significant effect on guest satisfaction. By positioning hotel staff as "service actors" who deliver expressive, communicative, and personal interactions, the hotel successfully exceeds guest expectations, resulting in positive disconfirmation. Consequently, this study concludes that integrating theatrical elements into experiential marketing is a vital managerial strategy for improving service quality, fostering emotional connections, and securing long-term guest loyalty in a highly competitive hospitality landscape. This research offers strategic insights for hotel management to cultivate unique, value-added services that differentiate their brand in the global tourism market
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