Hizmet Ortamının Otel İmajına Etkisi: Kuşadası’ndaki 5 Yıldızlı Otellerde Bir Araştırma (The Effect of Servicescape on Hotel Image: A Research in 5 Star Hotels in Kuşadası)
DOI:
https://doi.org/10.21325/jotags.2020.636Keywords:
Servicescape, Image, Hotel, KuşadasıAbstract
The aim of this research; to determine the impact of the servicescape on the image of the hotel. The population of the research consists of foreign tourists staying in 5-star hotels in Kuşadası between August-September 2018. Data were collected from 276 hotel customers. Mean, standard deviation, confirmatory factor analysis, reliability analysis, correlation and regression analysis were used in the analysis of the data obtained. As a result of the research, it has been found that the servicescape has an impact on the image of the hotel. The research found that ambient conditions and decor in hotels have a significant effect on the image of the hotel. In other words, the heating/cooling facilities, music, odor, lighting and the colors in hotels have positively affected the image perception of the customers. However, it has been found that the spatial layout, signs and symbols are not effective on the image of the hotel.
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