A MODEL OF SERVICE QUALITY ASPECTS CONVEYED IN HOTEL ADVERTISING.

Advertisements play a significant role in communicating product information, guarantees and service excellence. This study aims to investigate the role played by hotel advertisements in building customer's expectation of service quality. After a mixed qualitative and quantitative research on 14 hotel marketing officers and 228 potential customers in Jordan, collected questionnaires were subjected to an exploratory factor analysis refining study model's dimensions; the model was inherent to study's results which adopts that advertisements should convey a message of quality through its attractiveness (celebrity endorsement, entertainment, tangibles and appeal), credibility (reliability, promise of quality, slogan and reasonable price) and information (imagery, risk reduction and message effectiveness). Results of the factor analysis confirmed that all dimension's items were loaded significantly proving their validity. Having established model's construct's validity, a multiple regression was applied to assess the model's explanation of quality conveyed by hotel advertisements; results confirmed significantly the model's predictability with R²=54.7%. After confirming the model's validity and its predictability of customer's perceived quality, recommendations were suggested to hotel managers and marketers; these to help them utilize the model's constructs in achieving optimal communication for their service quality. [ABSTRACT FROM AUTHOR]