Among most characteristic of hotels services, the guest room which the tourist stays in. Within this room
the tourist practices his activities to visit historical, archeological, marketing, entertaining...Etc.
By scoping on guest room design which
implies many indications concerning of hospitability duties,
service quality, cultural type whereas the tourist spends his staying during his tour. The hotel sojourn
relates ecological milieu and urban neighborhood. Such things lead the tourist to have general and
personal impressions during his tour. The high quality of such service presented to tourist, the increasing
of tourism income, and vice versa. The research concerned on hotel rating of 4 & 3 stars. This group
characterized by external and local arrival rates of low costs.
The effects of seasonality stand as the most significant challenges that face tourismin
the Governorate of Lattakia. It seems that seasonality generally shapes the tourist activities
in the governorate. However, such relevant tourism industry compa
nies, especially those
classified hotels, look subject to severe seasonal changes from the point of view of demand
on the tourist product—in particular what relates tourist sheltering. The phenomenon of
seasonality appears in the increase or decrease of demand during specific time in the year,
and also as the stay index reveals with special reference to hotels. A survey study of the
period spanning over a few years quoted from the number of clients of the Tourist Lattakia
Hotel during the various seasons of the year, where the factor of seasonality together with
its negative effect on tourism in general does disclose itself.
This study aimed to identify service quality level provided at hotels in Lattakia from
the guests' point of view. It also determined the satisfaction level of beneficiaries of hotel
services provided in research community and how guests evaluate th
e actual performance
of the hotel services provided at Afamia Rotana Hotel according to the quality hotel
services dimensions differently.
The research community consisted of Afamia Rotana Hotel guests. The researcher
has used the case study method and depended on descriptive approach to measure the
satisfaction of the beneficiaries with the quality of hotel services provided in the hotel. A
survey has been designed and distributed among the guests in order to measure the quality
level of hotel services in the research community. Then the researcher analyzed the survey
results by the Statistical Package for the Social Sciences (SPSS). The research concluded
that there was a clearly lack of quality of hotel services provided at the research
community according to the dimensions of quality of hotel services (tangibility, reliability,
power of responsiveness, empathy, trust and safety).
So the study has provided a set of recommendations, including making more efforts
to spread the quality culture at hotels, taking care of customers personally through the
accuracy of the performance, speed of implementation and courteous treatment, in addition
to developing a quality strategic plan in the research community.
