A research framework of servicescape on perceived value, satisfaction and loyalty at resort

Abstract

The study aims to build a formal scale of servicescape in the resort environment. Besides, the study also develops the theoretical basis of the relationship between “Servicescape”, “Perceived Value”, “Satisfaction” and “Loyalty”; from there, propose research models and hypotheses. Research is carried out through qualitative research methods . Qualitative research is conducted to ensure that the scale is consistent with theory and reality. Qualitative research was achieved through the group discussion technique (in-depth interviews with 5 experts, 5 tourism business managers, and 10 tourists) in 2 groups. Group 1 includes 10 people (05 experts and 05 tourism business managers), and group 2 consists of 10 tourists. The results of the study are the theoretical foundation for conducting further studies by how to collect, analyze data, test models and research hypotheses.