Guests‘ Perceptions And Experiences Of Hotel Servicescape In Sekondi-Takoradi Metropolis

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.