Abstract:
A hotel‘s physical environment (servicescape) plays a crucial role in attracting
guests and has the potential to influence various aspects of guest experience,
satisfaction, and revisit intentions. Creating unique and memorable
experiences for guests is essential for a successful business. The study
assessed guests' perceptions, experiences as well as post-behavioural
intentions of hotel servicescape in the Sekondi-Takoradi Metropolis. The
study employed a cross-sectional survey design and utilized a quantitative
approach to collect data. A questionnaire was administered to 206 respondents
(guests) from various categories of hotels. The data was analyzed using
descriptive statistics such as frequency tables, means, and standard deviations.
Exploratory Factor Analysis, ANOVA, independent sample t-test, and chisquare
test of independence were also employed to explore the relationship
between key variables and respondents' socio-demographics. The findings of
the study indicated that, in addition to other factors, hotel guests heavily relied
on different dimensions of the servicescape when evaluating their overall
experience. These dimensions especially ambient conditions had a positive
influence on guest experience and their intentions to engage in post-experience
behaviours. Based on these findings, it can be concluded that hotels should
adopt a holistic approach to understanding the servicescape in order to
enhance customers' experiences, satisfaction, and loyalty. It is therefore
significant to focus more on promoting the cognitive, emotional, and
physiological benefits that guests derive from their stay at the hotel.
