A Study of the Impact of Servicescape in the Convention Facilities: Focused on Convention Hotel

Hotel customers usually purchase a service by simultaneously evaluating several criteria. Convention hotel managers need to know how customers integrate values and tradeoff different products and service attributes. The purpose of this study is to examine the impact of the servicescape on perceived service quality in the convention hotel industry. The study of this research model tests the influence of service quality with the tangible aspects of servicescape as a direct influence on an individual’s perception of service quality. The research hypotheses need to be tested via surveys. The results of this study support the concept that a property’s personality is shown not only by intangible marketing service, but also that tangible marketing service is shown by servicescape. Tangible service quality the important role of stimuli in the consumer’s service evaluation process. This study contributes to the theoretical advancement in the field of convention hotel industry by empirically testing a structured model to develop a concept of servicescape of convention hotel industry. And also convention hotel owners, managers and operators would be able to use this research to set their marketing plan to exceed the needs of the hotel guest.