Guests’ Evaluations of Front-Office Upselling and Cross-Selling in Relation to Revisit Intention

Benni Sartono Siahaan Siahaan; Rian Surenda

doi:10.63076/jomm.v3i2.118

Authors

Benni Sartono Siahaan Siahaan Universitas Negeri Padang
Rian Surenda Universitas Negeri Padang

DOI:

https://doi.org/10.63076/jomm.v3i2.118

Keywords:

Up-selling, Cross-selling, Front-office selling, Revisit Intention, Hotel marketing, hospitality management

Abstract

Hotel front-office up-selling and cross-selling are commonly assessed for their contribution to revenue, yet their relationship with guests’ intention to return is less clear. This study examined how guests’ evaluations of these practices were associated with revisit intention at Hotel Pangeran Beach Padang. In July 2026, a cross-sectional survey collected five-point Likert-scale responses from 110 purposively selected guests who reported receiving at least one up-selling or cross-selling offer. Data were analysed using descriptive statistics, regression diagnostics, and multiple linear regression in SPSS 25. Respondent achievement rates were 78.31% for up-selling, 80.78% for cross-selling, and 79.21% for revisit intention. Up-selling was positively associated with revisit intention (β = 0.241, t = 2.300, p = 0.023), whereas the positive coefficient for cross-selling was not statistically significant (β = 0.137, t = 1.306, p = 0.194). Although the overall model was significant, F(2, 107) = 6.570, p = 0.002, it explained only 10.9% of the variance in revisit intention (R² = 0.109; adjusted R² = 0.093). The differing findings suggest that front-office selling practices should not be treated as interchangeable predictors of revisit intention. For hotel management, the evidence favours improving needs-based up-selling while recognising that repeat-stay intentions depend largely on factors beyond these selling practices.

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