Guests' Perception of the Hotel Image: The impact of Servicescape

Abstract

ARTICLE INFO Abstract Keywords: Servicescape Hotel Image Egypt 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 managers with many beneficial guidelines to possess a competitive servicescape in order to satisfy their guests.