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The role of servicescape and image perceptions of customers on behavioral intentions in the hotel industry

Ufuk Durna (Tourism Management Department, Akdeniz University, Antalya, Turkey)
Bekir Bora Dedeoglu (Tourism Management Department, Akdeniz University, Antalya, Turkey)
Sevgi Balikçioglu (Travel Management Department, Mustafa Kemal University, Hatay, Turkey)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 12 October 2015

8673

Abstract

Purpose

The purpose of this study is to examine the relationships between servicescape components, image and behavioral intentions within the framework of hotel businesses.

Design/methodology/approach

Relationships between specified variables were tested with structural equation modeling (SEM) using a sample of 410 hotel customers.

Findings

It was found that servicescape components had a positive effect on overall image, and overall image had the same effect on word-of-mouth (WOM) and re-visiting. It was also determined that overall image played a mediating role between servicescape and behavioral intention components. Overall, image played a partial mediating role between substantive staging of servicescape (SSoS) and WOM and a full mediating role among the other variables.

Practical implications

For a business to maintain a positive image perception, servicescape components must be positively perceived, as well. Therefore, managers who intend to present a positive business image should design servicescape components according to current trends or the fashion expectations of target consumers. This would by default increase the attractiveness of the business. Moreover, businesses can create unique concepts by designing and developing new servicescape components. This step can be beneficial, especially for hotel businesses wishing to establish a specific brand. In this regard, it is recommended that businesses employ an expert who can track and organize servicescape developments.

Originality/value

Although it has been found that there are specific relationships between servicescape, image and behavioral intentions, there has been a deficiency of empirical studies carried out within hotel industries. Furthermore, while SSoS has been investigated in the literature, communicative staging of servicescape (CSoS) has been neglected. In this regard, investigating the aforementioned relationships within the framework of the hotel industry contributes to the literature. Furthermore, in this study, an attempt has been made to stress the importance of servicescape, which is found to be essential for positive business image perception.

Keywords

Citation

Durna, U., Dedeoglu, B.B. and Balikçioglu, S. (2015), "The role of servicescape and image perceptions of customers on behavioral intentions in the hotel industry", International Journal of Contemporary Hospitality Management, Vol. 27 No. 7, pp. 1728-1748. https://doi.org/10.1108/IJCHM-04-2014-0173

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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