The effects of servicescape on the emotional states and behavioural responses of hotel guests

Abstract

The aim of this paper is to reveal the influence of servicescape of hotel businesses on the emotional states and behavioural responses of guests. Data collected from 211 participants, was tested by using Regression Analysis to determine the interaction among identified variables (servicescape, emotional states and behavioural responses). It was found that the servicescape component had a positive effect on behavioural responses, and emotional states of guests played a mediating role between servicescape and behavioural response components. It is important to determine what kind of emotional states along with the influence of servicescape result in behavioural changes in hotels. Hence, determining the emotional states that individuals experience in hotels will make it possible to design a servicescape by considering those emotional states.