Influencia del servicescape en la experiencia y satisfacción del huésped: Caso de Estudio Hotel Parc Royale

Abstract

This research analyzes the impact of the servicescape on the experience and satisfaction of guests at the Hotel Parc Royale, located in Cuenca, Ecuador. The study was conducted in three stages: first, to theoretically establish the components of the servicescape and their effect on the hotel guest experience and satisfaction; second, to evaluate which of these components have the greatest influence on hotel guests; and third, to identify the elements of the servicescape that contribute to strengthening their experience and satisfaction. Methodologically, a mixed-methods approach with an analytical scope and a cross-sectional observational design was adopted. Three data collection tools were used: surveys of 41 guests, the mystery shopper technique conducted by an expert, and heat maps that recorded the movement patterns of 213 people. Data triangulation integrates guest statements, expert critical observations, and actual behavior within the hotel. The findings show a positive assessment of the servicescape, with particular strength in the symbolic dimension. The overall experience exceeds reported satisfaction, demonstrating that the hotel meets expectations but still has room to surpass them. The main weaknesses lie in thermal comfort and noise control. It is concluded that the servicescape has a decisive influence on the guest experience, establishing itself as a fundamental strategic tool for creating memorable experiences in the hotel industry.