Description:
This article appraises a theoretical model that relates personality, satisfaction, loyalty, ambience, and
image in a hotel setting. The results of the structural equation modeling indicated that extraversion,
agreeableness, and neuroticism among the Big Five Personality Factors significantly affect satisfaction.
Satisfaction had a significant impact on hotel image and guests’ loyalty. Compared to satisfaction, hotel
image had a lesser impact on loyalty as well as being a mediator for the impact of satisfaction on loyalty.
The moderating role of hotel ambience in the proposed theoretical framework was also identified. The
results offer hoteliers potential strategies/tactics for loyalty enhancement.