The quality of hotel service as a factor of achieving loyalty among visitors


  • Tamara Gajić Geographical Institute “Jovan Cvijić”, SASA, Belgrade, Serbia; South Ural State University, Institute of Sport, Tourism and Service, Chelyabinsk, Russia
  • Dragan Vukolić University of Business Studies, Faculty of Tourism and Hotel Management, Banja Luka, Bosnia and Herzegovina
  • Miloš Zrnić Academy of Applied Studies, The College of Hotel Management, Belgrade, Serbia
  • Dávid Lóránt Dénes John von Neumann University, Faculty of Economics and Business, Department of Tourism and Hospitality, Kecskemét, Hungary; Eötvös Lóránd University, Faculty of Social Sciences, Savaria University Centre, Savaria Department of Business Economics, Szombathely, Hungary; Constantine the Philosopher University in Nitra, Faculty of Central European Studies, Department of Tourism, Nitra, Slovakia



service quality, loyalty, hotel service


The quality of service, as well as the impact of hotel business on achieving loyalty among hotel visitors, has always been a topic of research in the world. The aim of this research was to determine the level of service quality achieved in hotels at Mount Zlatibor, as well as whether quality factors influence the creation of loyalty among hotel visitors. The results of multiple regression analysis showed an evident influence of both tangible and intangible quality factors on loyalty. However, a slightly greater degree of influence of intangible factor was noted. Research can have theoretical and practical importance, as a complement to existing research, as well as for creating a hotel’s business strategy.


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How to Cite

Gajić, T., Vukolić, D., Zrnić, M., & Lóránt Dénes, D. (2023). The quality of hotel service as a factor of achieving loyalty among visitors. Hotel and Tourism Management, 11(1), 67–77.



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