The effect of the physical environment and communication personnel qualifications on the perception of corporate image: An application on boutique hotels in the Cappadocia region

The key concepts addressed in this study are the physical environment, communication personnel qualifications, and corporate image. In this context, the study aims to examine the impact of the physical environment and communication personnel qualifications on the perception of corporate image in the hotel sector. To achieve this objective, data was collected from 478 customers who stayed in boutique hotels included in the scope of the research. The study employed a quantitative research method, and a survey was used as the data collection tool. In this regard, a 47-item questionnaire was utilized to measure hotel customers' perceptions of the physical environment, communication personnel qualifications, and corporate image. The collected data was analyzed using SPSS and SmartPLS software. Initially, exploratory factor analysis was conducted to uncover the underlying factor structure in the data. Subsequently, reliability and validity analyses of the measurement model demonstrated that the scales were sufficiently reliable and valid. The analyses of the data revealed that corporate image exhibited a unidimensional structure, while the physical environment was found to consist of four dimensions: decoration, environmental conditions, interior design and layout, and signs and symbols. The communication personnel variable also exhibited a unidimensional structure. According to the research findings, the environmental conditions and signs and symbols dimensions of the physical environment, as well as the communication personnel qualifications, were found to positively influence the corporate image. However, no significant effect of the interior design and layout and decoration dimensions of the physical environment on corporate image was identified. In conclusion, this thesis demonstrates that the physical environment and communication personnel qualifications play an important role in shaping the perception of corporate image in boutique hotel businesses. In addition to the hotel's physical features, the interaction between staff and customers enhances the corporate image. Hotel businesses can use these findings to develop strategies aimed at improving customer satisfaction. In this context, it is recommended that hotel managers invest in physical environment arrangements and the training and development of personnel to strengthen the corporate image.