Servicescape Dimensions and Tourist Behaviour: A Quantitative Study at Chenang Beach, Langkawi
Keywords:
servicescape, tourist behaviour, rural tourism, tourist’s satisfaction, revisit intentionAbstract
This study examines the effect of servicescape dimensions on tourist behaviour at Chenang Beach, Langkawi. The research aims to determine how the physical, social, and complementary aspects of the servicescape influence tourists’ experiences and actual behaviour. A quantitative approach was applied using a structured questionnaire distributed to 120 tourists visiting Chenang Beach. Data were analysed through regression analysis to identify the relationship between the three servicescape dimensions and tourist behaviour. The results show that these dimensions explain 67 percent of the variation in tourist behaviour. Among the predictors, complementary offerings were found to have the strongest influence, followed by the social and physical environments. These findings confirm that the servicescape framework is effective in explaining behavioural responses in a rural coastal context. The study contributes to tourism management by showing that enhancing complementary facilities, maintaining a clean physical setting, and improving staff interaction can increase visitor satisfaction and loyalty. The results also provide practical guidance for local tourism operators and policymakers to design services that meet tourists’ expectations and promote sustainable visitation at Chenang Beach.
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