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 and Heesup Han
Additional contact information
Khalil-ur-Rehman: Leads Business School, Lahore Leads University, Lahore 54000, Pakistan
Mohammad Adnan: Swiss Business School (SBS), 8302 Kloten, Switzerland
Naveed Ahmad: Faculty of Management Studies, University of Central Punjab, Lahore 54000, Pakistan
Miklas Scholz: Division of Water Resources Engineering, Department of Building and Environmental Technology, Faculty of Engineering, Lund University, P.O. Box 118, 221 00 Lund, Sweden
Muhammad Khalique: Faculty of MUST Business School, Mirpur University of Science and Technology (MUST), Mirpur 10250, Pakistan
Rana Tahir Naveed: Department of Economics and Business Administration, Division of Management and Administrative Sciences, University of Education, Lahore 54000, Pakistan
Heesup Han: College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea

IJERPH, 2021, vol. 18, issue 17, 1-17

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: sustainable servicescape; perceived image; behavioral intentions; S-O-R model; boutique hotels (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

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