ABSTRACT

One of the most important recent advances in business thinking is the recognition that consumers. in their purchase decision-making respond to more than simply the tangible product of service being offered (Kenton, 2019). In the recent time, the tourism industry had experienced a considerable drive in growth and dominance in the service sector of most national economies (Marie and Milinkovic, 2015). The tremendous growth of the sector services have become of enormous value to many countries, and the hotel industry in particular had remained indispensable to the provision of other tourism services; it is the most basic requirement of tourist on arrival to their destination (Bresciani, Thrassou, and Vrontis, 2015). The functions provided by these hotels have yet advanced from .the early basic operation of providing place to lay heads and food for guests to a wide range of advanced services which include provision of recreational and leisure facilities, provision of assorted types of meals, Provision of lodging and comfortable accommodation, Provision of adequate provision of laundry and cleaning services, provision of modern amenities like car hire service, telephone and internet facilities, auto banking, shopping complex, provision of halls for conferences and seminars. Consequently, Hotels worldwide have been categorized based on the number of services offered to users and the scale of facilities provided (Kenton, 2019). l'he four star 1-lotels businesses have experienced a serious growth due to the fact that it has become a global phenomenon with worldwide customers and markets. Recently, visiting Hotels has become a lifestyle rather than the traditional purpose of satisfying hunger. This can be attributed to the developments of tourism all across the globe and other factors like social and economic situations of many developed and under developed countries. According to AC Nielson stu1y in 2010, about 37% of adult Indians eat outside their homes at least once a week and a staggering 71% of the urban population do same more than once a month (Bhattacharya & Gupta, 2015). Physical Appeal plays an essential role in the response of customers toward a hotel service package, equally a predominantly significant factor in determining customer reactions to hedonic services (Koernig, 2003). Therefore, it is important to understand how customer behavior varies with the perception of physical environmental element (Ryu and Han, 2010).