SCHOOL OF HOSPITALITY AND TOURISM MANAGEMENT The Influence of Hostel Servicescapes on Social Interaction and Service Experience By Jasmine Zea Raziah Radha Rashid Radha A Dissertation Submitted in Fulfilment of the Requirements for the Award of the Degree of Doctor of Philosophy October 2015 Declaration of Originality This thesis and the work to which it refers are the results of my own efforts. Any ideas, data, images or text resulting from the work of others (whether published or unpublished) are fully identified as such within the work and attributed to their originator in the text, bibliography or in footnotes. This thesis has not been submitted in whole or in part for any other academic degree or professional qualification. I agree that the University has the right to submit my work to the plagiarism detection service Turnitin UK for originality checks. Whether or not drafts have been so- assessed, the University reserves the right to require an electronic version of the final document (as submitted) for assessment as above. i Abstract Historically, hostels have been purposely designed to provide the kind of environment that fosters communication and interaction between guests. Hostel guests are typically provided with dormitory-type rooms, shared washrooms, a shared kitchen and communal living areas, thereby offering less privacy and more opportunity for interaction than other accommodation types. However, recent studies have highlighted that due to changes in backpacking trends, there are opposing views of how different aspects of hostel design and services contribute towards guests’ evaluation of their hostel stay. On the one hand, it is suggested that a hostel environment which encourages social interaction adds value to the service experience, while on the other hand an environment that offers extra privacy is more valued. These conflicting demands, in terms of the facilities and services expected within hostel accommodation, demonstrate that some aspects of the current design and core services of hostels may now be redundant. Empirical evidence is needed to illustrate the extent to which hostels are providing the right services and facilities to meet the current requirements of their target market. Such information could potentially be used by hostels to secure more guests, gain market share and keep ahead of the competition. Building on the concept of servicescapes, this research suggests that both the physical and human dimensions of the hostel servicescape have an impact on the guests’ service experience. As hostelling is commonly viewed as a social experience, an investigation of how social interaction among guests enhances the service experience is also vital in understanding the expectations of guests. Additionally, it is also proposed that the hostel servicescape plays an important role in promoting social interaction among its guests. The main contribution of this research is therefore to offer a deeper understanding of the influence of servicescapes on guests’ social interaction and consequently, their evaluation of the overall service experience. In order to achieve the research objectives, a multi-method approach was carried out. The Critical Incident Technique (CIT), adopted during the preliminary study, provided substantive data for the development of the questionnaire survey for the main study. The findings revealed that guests evaluate their service experience favourably when they have a positive perception of not only the physical aspects of the hostel building, but also the behaviours of hostel employees and other hostellers. Their hostel experience is also further enhanced by the opportunity to socialise with other ii hostellers, therefore indicating that service providers should take the initiative in providing them with the opportunity to do so. The research also showed that it is the trip-related factors, rather than demographic characteristics, that influence how individuals perceive the servicescape, social interaction and service experience of staying in hostels. iii Acknowledgements The journey to complete this research was difficult, demanding and immensely rewarding! Alhamdulillah, thank you Allah. I would not have reached the end of this PhD journey without the Guidance and Blessing of Allah, the Almighty. I am most grateful to my supervisors, Professor Andrew Lockwood, Dr Eimear-Marie Nolan (all the way from the USA!) and Dr Leon van Achterbergh for the expertise, patience and guidance they have provided throughout my PhD studies. They are my source of strength, faith and inspiration. It has been a privilege and most enjoyable experience to be under their wing. I am also very grateful for the scholarship provided by the Ministry of Education, Malaysia and Universiti Utara Malaysia (UUM) to fund my studies. Thank you to Dr Nurhazani, Dr Azimin and Dr Basri for their huge assistance in helping me face the many challenges that were present before the PhD journey even began. You made the start of my journey a very smooth one. I would also like to thank the university’s Research Development Programme (RDP) team for making this journey less isolating. Special thanks go to Dr Alison Yeung Yam Wah for your confidence in my written work, always offering me words of encouragement and lending me your ear to the occasional (completely unintended) PhD rant. Thank you to all SHTM staff members for your invaluable role in facilitating my PhD journey. Special mention goes to Ms. Chris Rzechorzek for her vital assistance in coordinating my endless requests for meetings. Many thanks to all the hostel owners/managers and research participants involved in this study, for without you, this research would have been impossible. Special thanks to Susi, Dan, Carol, Hafiz and Wenjie for always willing to share their backpacking adventures with me. My huge thanks and appreciation to my beloved mum, dad, Tok, Papa and Mama, Ma Chak and Pa Chop, Abang Long and Kak Long for always being there for me and making Dua’ for my success. I am truly thankful for the friendship offered by my fellow PhD colleagues in 79MS02 (Aby, Poki, Amy, Shabeeb, Kelsy, Mike, Lily, Nathan, James, Aflah, Rene, Julio, James, Angelique). You guys injected a load of fun into our supposedly serious working environment. Thanks for tirelessly cheering me on. My sweet friend, Sainatee, thanks to you, I had a smooth confirmation meeting. To all the ‘adik-adik’ from the Malaysian Student Society, thanks for all the lovely gatherings and pot-luck sessions that eased my homesick feelings. My bestest friend, Ezma, thank you for your precious time and effort throughout my stay in KL. Our three- week stay in KL would have been a nightmare without you! Last but not least, a mighty HUGE thank you to my incredibly patient, understanding and loving husband, Azha. You made huge sacrifices that allowed me to pursue my PhD dream, and for that I am truly, honestly, forever grateful. Your unconditional love, support and blessing have helped me stay strong and focused. You are my Super Superhero! To Alya and Harraz, always remember that you mean the world to me. Sorry for all the late nights and weekends spent at the office. At the end of many, many long, tiring days you always welcomed me home with your boundless energy, smiles and laughter. Mummy loves you so very, very much! iv Table of Contents Declaration of Originality ................................................................................................. i Abstract ............................................................................................................................ ii Acknowledgements ........................................................................................................ iv Table of Contents ............................................................................................................ v List of Tables ................................................................................................................... x List of Figures ................................................................................................................ xii List of Abbreviations .................................................................................................... xiii Introduction ..................................................................................................................... 1 1.1 Introduction ................................................................................................... 1 1.2 Research background ................................................................................... 2 1.3 Research question ........................................................................................ 4 1.4 Research objectives ...................................................................................... 4 1.5 Significance and contribution of research ...................................................... 5 1.6 Research methods ........................................................................................ 7 1.7 Research ethics ............................................................................................ 7 1.8 Thesis structure ............................................................................................ 7 Definitions and Dimensions of the Servicescape Concept .......................................... 9 2.1 Introduction ................................................................................................... 9 2.2 Defining servicescapes ................................................................................