Impact of Computer-Generated Images on LODGSCAPE Perceptions and Visit Intentions

Abstract

ABSTRACTPrevious studies have recognized that the quality of physical environment influences customers’ satisfaction and positive behavioral outcome. A limited number of studies have incorporated an extensive range of hotel guestroom servicescape attributes into their instruments. The purpose of this study is to examine the multidimensional role of perceived servicescape of computer-generated images (CGI) of hotel rooms that are displayed on hotel websites. This study has two objectives: (a) To develop an instrument that comprehensively measures multidimensional perceived servicescape quality of a 3-D CGI depiction of hotel guestrooms; (b) To measure the effect of different 3-D CGI servicescape dimensions on expected guestroom satisfaction and behavioral intentions. Guestroom aesthetics, layout, light, and furniture quality were identified as factors of the LODGSCAPE instrument. Two factors, aesthetics and layout had significant effects on customer satisfaction. The results suggest that hotel management should emphasize guestroom aesthetics at the expense of lighting and furniture quality.