Guests' Perception of the Hotel Image: The impact of Servicescape | ||||
| Journal of Tourism, Hotels and Heritage | ||||
| Article 5, Volume 1, Issue 1, November 2020, Page 70-84 PDF (321.05 K) | ||||
| Document Type: Original Research | ||||
| DOI: 10.21608/sis.2020.43076.1007 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
Yasmeen Ashraf Ahmed  1; Dalal Abdelhady2; Mohamed Kamal Abdien3
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| 1Faculty of Tourism and Hotels - Matrouh University | ||||
| 2Professor at the Faculty of Tourism and Hotels, of Tourism and Hotels, Alexandria University, Egypt | ||||
| 3Associate professor at Hotel Studies Department, Faculty of Tourism and Hotels, Alexandria University, Egypt, | ||||
| Abstract | ||||
| Abstract Creating an attractive servicescape has gained an emergent concern among scholars and hospitality managers. Therefore, this study aims to assess the current guests' perception of servicescape in hotels in Egypt, and also to investigate its impact on their perception to the hotel image. The population of the study comprises four and five-star hotels in Cairo and Alexandria. Using a stratified random sampling technique, a target sample of 47 hotels from Cairo and Alexandria was chosen. In addition, using a simple random sampling technique, a target sample of 940 guests was chosen. Data was collected by using questionnaires. The results have emphasized that servicscape is a key factor for attracting and satisfying customers in hospitality industry. Also, the results of regression analysis tests found positive and significant correlations between servicescape dimensions (ambient condition, layout and function and signs, symbol and artifacts) and the guests' perception to the hotel image. Accordingly, the study provides hotel mangers with many beneficial guidelines to possess a competitive servicescape in order to satisfy their guests. | ||||
| Keywords | ||||
| Keywords: Servicescape; Hotel Image; Egypt | ||||
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