The Relationships between National Identity, Hospitality, and Satisfaction among Foreign Hotel Guests

The main objectives of this paper are to examine the effect of hotel hospitality on the satisfaction level of foreign guests in the context of the hotel industry, as well as to explore the moderating effect of national identity (country-specific hospitality) on the relationship between hospitality and guests' level of satisfaction. In this study, "national identity" refers to the distinctive cultural elements of a specific country that are incorporated into the hotel's service design. This study, involving 315 foreign guests at Malaysian hotels, used survey administration as the main data collection method. Hierarchical moderated regression analysis was performed and statistical support for the effect of hospitality on the patrons' satisfaction with their hotel stays, as well as the moderating effect of national identity on satisfaction levels, were found. This study also proposes a new scale to measure "country-specific hospitality".