Inclusive Servicescape Design in Hotels: Examining Its Impact on Perceived Inclusiveness, Value, and Guest Loyalty

This study investigates international tourists' perceptions of inclusive servicescape design in hotels, examining how accessible physical environments and socially inclusive interactions influence guests' sense of belonging, perceived value, and loyalty. Using structural equation modelling, the research examines the relationships between inclusive servicescape design, perceived inclusiveness, perceived value, and hotel loyalty. The findings reveal that inclusive servicescape design significantly enhances perceptions of inclusiveness and value, thereby positively affecting emotional attachment and behavioural loyalty. The study confirms that the influence of inclusive design on loyalty is mediated by psychological evaluations of inclusiveness and value, emphasising the role of cognitive and emotional processes in shaping customer behaviour. By extending servicescape theory and the stimulus–organism–response paradigm within the hospitality context, this research highlights inclusivity as both a moral obligation and a strategic advantage. From a practical standpoint, the results suggest that inclusivity should be considered not only as a compliance requirement but also as a value-driven strategy to enhance guest relationships and improve hotel competitiveness in the global market.