Impact of Substantive Staging and Communicative Staging of Sustainable Servicescape on Behavioral Intentions of Hotel Customers through Overall Perceived Image: A Case of Boutique Hotels

Khalil-Ur-Rehman; Mohammad Adnan; Naveed Ahmad; Miklas Scholz; Muhammad Khalique; Rana Tahir Naveed; Heesup Han

doi:10.3390/ijerph18179123

Impact of Substantive Staging and Communicative Staging of Sustainable Servicescape on Behavioral Intentions of Hotel Customers through Overall Perceived Image: A Case of Boutique Hotels

Int J Environ Res Public Health. 2021 Aug 30;18(17):9123. doi: 10.3390/ijerph18179123.

Authors

Khalil-Ur-Rehman¹, Mohammad Adnan², Naveed Ahmad^{3

4}, Miklas Scholz^{5

6

7

8}, Muhammad Khalique^{9

10}, Rana Tahir Naveed¹¹, Heesup Han¹²

Affiliations

¹ Leads Business School, Lahore Leads University, Lahore 54000, Pakistan.
² Swiss Business School (SBS), 8302 Kloten, Switzerland.
³ Faculty of Management Studies, University of Central Punjab, Lahore 54000, Pakistan.
⁴ Department of Management Sciences, Virtual University of Pakistan, Lahore 54000, Pakistan.
⁵ Division of Water Resources Engineering, Department of Building and Environmental Technology, Faculty of Engineering, Lund University, P.O. Box 118, 221 00 Lund, Sweden.
⁶ Department of Civil Engineering Science, School of Civil Engineering and the Built Environment, University of Johannesburg, Kingsway Campus, PO Box 524, Aukland Park, Johannesburg 2006, South Africa.
⁷ Department of Town Planning, Engineering Networks and Systems, South Ural State University (National Research University), 76, Lenin prospekt, Chelyabinsk 454080, Russia.
⁸ Institute of Environmental Engineering, Wroclaw University of Environmental and Life Sciences, ul. Norwida 25, 50-375 Wrocław, Poland.
⁹ Faculty of MUST Business School, Mirpur University of Science and Technology (MUST), Mirpur 10250, Pakistan.
¹⁰ Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan (UMK), Taman Bendahara, Pengkalan Chepa 16100, Malaysia.
¹¹ Department of Economics and Business Administration, Division of Management and Administrative Sciences, University of Education, Lahore 54000, Pakistan.
¹² College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea.

Abstract

Customers have become very sensitive regarding the innovative evaluation of services. Due to competition in the hospitality industry, it is a challenge for hotel marketers to understand customers' behavior. There is scant research in the hotel industry of Pakistan and especially on boutique hotels. This research seeks to measure the relationship between substantive, communicative elements of the sustainable servicescape and behavioral intentions (word of mouth) in a boutique hotel setting. However, the mediating effect of the overall perceived image is examined between these constructs. Responses of boutique hotel visitors were collected from Lahore, Islamabad, Faisalabad, and Murree. Data were analyzed by using structural equation modeling (SEM). Results display that both substantive and communicative servicescape elements positively affect the perceived image of customers, which has a positive influence on behavioral intentions such as word of mouth (WOM). Theoretical and practical implications are also discussed.

Keywords: S-O-R model; behavioral intentions; boutique hotels; perceived image; sustainable servicescape.

MeSH terms

Communication
Creativity
Industry*
Intention*
Surveys and Questionnaires