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The Effect of Airport Servicescape Features on Traveler Anxiety and Enjoyment" (2014)

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The Effect of Airport Servicescape Features on Traveler Anxiety and Enjoyment University of South Florida Scholar Commons Graduate Theses and Dissertations Graduate School 3-24-2014 The ffecE t of Airport Servicescape Features on Traveler Anxiety and Enjoyment Vanja Bogicevic University of South Florida, [email protected] Follow this and additional works at: https://scholarcommons.usf.edu/etd Part of the Hospitality Administration and Management Commons, Marketing Commons, and the Urban Studies and Planning Commons Scholar Commons Citation Bogicevic, Vanja, "The Effect of Airport Servicescape Features on Traveler Anxiety and Enjoyment" (2014). Graduate Theses and Dissertations. https://scholarcommons.usf.edu/etd/4987 This Thesis is brought to you for free and open access by the Graduate School at Scholar Commons. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Scholar Commons. For more information, please contact [email protected]. The Effect of Airport Servicescape Features on Traveler Anxiety and Enjoyment by Vanja Bogicevic A thesis submitted in partial fulfillment of the requirements for the degree of Master of Science Department of Hospitality Management College of Hospitality and Technology Leadership University of South Florida Major Professor: Wan Yang, Ph.D. Cihan Cobanoglu, Ph.D. Anil Bilgihan, Ph.D. Date of Approval: March 24, 2014 Keywords: Air Travel, Design, Word-of-mouth, Hedonic, Utilitarian Copyright © 2014, Vanja Bogicevic ACKNOWLEDGMENTS I would like to acknowledge the support of the people who made this thesis possible. My sincere gratitude goes to Dr. Wan Yang, my thesis committee chair and mentor, for her motivation, patience and friendly advice that helped me complete this thesis. She introduced me to the world of research and provided selfless support during my studies at the USF Sarasota- Manatee. I would have not succeeded accomplishing this without her guidance. I greatly appreciate the support of my committee members, Dr. Cihan Cobanoglu and Dr. Anil Bilgihan who encouraged me to follow the path of academic research and showed great enthusiasm for my interests. Next, I would like to thank the wonderful people at the hospitality department who always expressed understanding and willingness to help me overcome the obstacles a graduate student may have. My special thanks go to James McManemon for becoming my first American friend and for proofreading my thesis. I am also grateful to my family, Lazar, Jasminka, and Jovan Bogicevic for the endless love and faith they had in me. They provided me the chance to continue my further education in the United States. Finally, my great appreciation goes to Bujisic family, Miki, Buca, and Milos, for inspiring me to pursue my dreams and accepting me as a member of their family. TABLE OF CONTENTS LIST OF TABLES ......................................................................................................................... iii LIST OF FIGURES ....................................................................................................................... iv ABSTRACT .................................................................................................................................... v CHAPTER ONE: INTRODUCTION ............................................................................................. 1 Problem Statement .............................................................................................................. 3 Purpose of the Study ........................................................................................................... 4 CHAPTER TWO: LITERATURE REVIEW ................................................................................. 5 Air Transport Industry ........................................................................................................ 5 Airport Design and Technology Initiatives ......................................................................... 6 Physical Environment ......................................................................................................... 7 Theoretical Concepts of Physical Environment ...................................................... 8 Servicescape Framework ........................................................................................ 9 Service Environment Frameworks Applications .................................................. 10 Related Airport Environment Research ............................................................................ 13 Hedonic vs. Utilitarian Features ....................................................................................... 16 Travelers’ Anxiety and Enjoyment ................................................................................... 18 Word-of-Mouth ................................................................................................................. 21 Hypotheses Development ................................................................................................. 22 Theoretical Model ............................................................................................................. 26 CHAPTER THREE: METHODOLOGY ..................................................................................... 27 Overview ........................................................................................................................... 27 Pilot Study Methods .......................................................................................................... 27 Design and Procedures .......................................................................................... 27 Measurements ....................................................................................................... 29 Pilot Study Findings .......................................................................................................... 30 Exploratory Factor Analysis ................................................................................. 33 Main Study Methods ......................................................................................................... 36 Design and Sample ............................................................................................... 36 Measurements ....................................................................................................... 37 Data Analysis Technique ...................................................................................... 37 CHAPTER FOUR: FINDINGS .................................................................................................... 39 Main Study Findings ......................................................................................................... 39 i Demographics ....................................................................................................... 39 Confirmatory Factor Analysis............................................................................... 43 Structural Equation Model .................................................................................... 47 Hypotheses Testing ............................................................................................... 48 Alternative Model ............................................................................................................. 50 CHAPTER FIVE: DISCUSSION AND CONCLUSIONS .......................................................... 53 Airport Servicescape, Enjoyment and Anxiety ................................................................. 54 Enjoyment, Anxiety and WOM ........................................................................................ 56 Managerial Implications ................................................................................................... 57 Limitations and Future Research Suggestions .................................................................. 58 REFERENCES ............................................................................................................................. 61 APPENDICES .............................................................................................................................. 84 Appendix 1: IRB Approval Letter .................................................................................... 84 ii LIST OF TABLES Table 1. Pilot study respondents age............................................................................................. 31 Table 2. Number of trips taken in the past 12 months .................................................................. 31 Table 3. Pilot study respondents profile ....................................................................................... 32 Table 4. Rotated component matrix for 6 servicescape factors .................................................... 34 Table 5. Factor correlation matrix ................................................................................................ 35 Table 6. Respondents age ............................................................................................................. 40 Table 7. Flying frequency in the past 12 months .......................................................................... 40 Table 8. Respondents demographic characteristics ...................................................................... 41 Table 9. Respondents profile ....................................................................................................... 42 Table 10. Item loadings, reliabilities and validities .....................................................................
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