Exploring Guest Expectations of Guest Houses Service Quality in the Sunyani Municipality

This study rigorously explores the intricate expectations guests hold regarding the quality of services provided by guesthouses within the Sunyani Municipality of Ghana. Guesthouses play a vital role in Ghana's tourism sector, offering an affordable alternative to larger hotels. However, they frequently encounter significant challenges, including inconsistent service quality, inadequate infrastructure, and deficiencies in managerial capacity and staff training. Despite the recognized importance of service quality in hospitality, there remains a notable research gap concerning guesthouses, particularly in emerging urban centers like Sunyani. This research aimed to address this gap by specifically examining customers’ perceptions of service quality, identifying the multifaceted factors that influence their expectations, and proposing strategic staff recruitment approaches to enhance overall service delivery. Employing a qualitative case study design, this investigation sought an in-depth understanding of guest experiences. The target population comprised patrons of registered guesthouses in Sunyani. From an accessible population of 95 guests, a sample of 35 participants was carefully selected using a simple random sampling method, a size considered appropriate for qualitative inquiry. Data were meticulously collected through semi-structured interviews, which lasted between 45 and 60 minutes and were audio-recorded with consent. The collected data were subsequently subjected to thematic analysis, involving coding, categorization, and grouping to identify prevalent themes reflecting participants’ views and experiences. The findings reveal that guests predominantly prioritize fundamental service quality indicators such as cleanliness, hygiene, and the comfort and maintenance of their rooms. Beyond tangible aspects, staff behavior, encompassing attentiveness, friendliness, and responsiveness, emerged as a critical determinant of service quality perceptions. Guest expectations were significantly shaped by their prior experiences, recommendations from others, marketing efforts, perceived standards, economic considerations like affordability, and diverse cultural backgrounds. The study synthesizes that while hotels may attract with extensive amenities, guesthouses thrive by delivering personalized, attentive service at competitive prices. The conclusions highlight the profound influence of cleanliness, comfort, and staff responsiveness on guest satisfaction. Effective staff training and robust feedback mechanisms are crucial for sustained service improvement. Consequently, the study recommends periodic inspections by the Ghana Tourism Authority in collaboration with the Sunyani Municipal Assembly, continuous staff training in communication and customer service, the implementation of structured feedback systems, and strategic resource allocation to maintain facilities and hygiene standards. This research offers practical insights for guesthouse operators and policymakers to enhance service quality and ensure customer satisfaction within the Sunyani Municipality.