Servicescape dimensions and tourist behaviour: a quantitative study at Chenang Beach, Langkawi

This study examines the effect of servicescape dimensions on tourist behaviour at Chenang Beach, Langkawi. The research aims to determine how the physical, social, and complementary aspects of the servicescape influence tourists’ experiences and actual behaviour. A quantitative approach was employed using a structured questionnaire administered through convenience sampling to 120 tourists visiting Chenang Beach. Data was analysed using regression analysis to examine the relationships between the three servicescape dimensions and tourist behaviour. The findings indicate that these dimensions collectively explain 67 percent of the variance in tourist behaviour. Among the predictors, complementary offerings exert the strongest influence, followed by the social and physical environments. These results confirm the applicability of the servicescape framework in explaining tourist behavioural responses in a rural coastal destination. The study contributes to tourism management by demonstrating that enhancing complementary facilities, maintaining a clean physical environment, and improving staff interaction can enhance visitor satisfaction and loyalty. The findings also offer practical implications for local tourism operators and policymakers in designing service environments that align with tourist expectations and support sustainable visitation at Chenang Beach.