The impact of servicescape and traveller perceived value on affective destination image: An airport retail services case

The present research presents tourists' perspectives of service treatment at the OR Tambo International Airport in Johannesburg from a retail point of view. Futhermore, empirical evidence was obtained on the effect that servicescape and traveller perceived value had on both cognitive and affective destination image. Airports have generally been viewed as merely public utilities for facilitating the transportation of passengers. However, the purpose of the present research is to make a case for the commercial retail value that airports provide. A survey was administered randomly to a sample of 503 willing tourists at the airport. The net promoter score was calculated based on customer ratings of the service they received at the airport. In addition to the net promoter score, a research conceptual model was developed with set hypotheses emerging from the following constructs; servicescape, traveller perceived value, cognitive destination image and affective destination image. Confirmatory factor analysis (CFA) was undertaken on the constructs mentioned which was then followed by path analysis. Futhermore, five hypotheses emanating from the research conceptual model were tested. Cognitive destination image and affective destination image were seen to have the strongest correlation while traveller perceived value and affective destination image were seen to have the weakest correlation. A key Managerial implication and contribution of the research was that managers of airport retail outlets should direct resources towards improving servicescape of airports as this was observed to have the strongest correlation with traveller perceived value.