Paper Title
An Investigation of Guests’ Perception of Servicescape in the Hostels

Abstract
In this paper, various important servicescape attributes for guests staying in hostels were identified. Also, the performance of each attribute was investigated to determine the areas where hostel owners should maintain a high performance or where improvement is required. It went further to investigate how various servicescape attributes influenced the overall guest satisfaction and their intention to revisit the hostel. A questionnaire survey was employed to collect data from 130 foreign guests staying at hostels located in central business district of Bangkok. The importance-performance analysis (IPA) methodology was used to reveal the importance and performance that guests placed on individual hostel servicescape attributes. Multiple regression analyses were performed to investigate the influence of hostel servicescape attributes on overall guest satisfaction and loyalty. The results revealed the attributes the hostels should be emphasizing in order to meet the expectations of the guests, to improve overall satisfaction and loyalty. Keywords - Customer Satisfaction, Hostel, Loyalty, Servicescape