Purpose: This paper aims to investigate the importance of servicescape in the context of the hotel industry, based on the holistic perspective, by examining physical servicescape, social servicescape and e-servicescape factors of the resort hotel environment. Drawing on the Stimulus-Organism-Response (S-O-R) theory, this study conceptually proposes a theoretical model that investigating the relationship among various elements of servicescape, place attachment and customer loyalty by considering internal and external environment of resort hotel servicescape. In addition, this study extends knowledge of place attachment as a multidimensional construct namely place dependence and place identity that treat as mediation role between servicescape and customer loyalty
Methodology: To analysis the predicted propositions, further study is recommended to employ partial least squares structural equation modelling (PLS-SEM).
Findings: Centred on the S-O-R and Attachment Theory as theoretical backgrounds, this study proposes eight propositions, positing the relationships between servicescape and its consequences to place dependence, place identity and customer loyalty
Implications for theory and practice: This research will add value to the related literature by filling the void of previous research and will provide practical implications for resort hotels managers on designing and maintain positive customer response with the underlying mechanism of attachment between resort hotel servicescape and customer loyalty
Originality and value: Fulfilling an identified need to further develop the resort environment in hotel industry, this study proposes a conceptual framework of servicescape to investigate its effects on resort hotel customer’s attachment and loyalty.
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