الفهرس 
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Abstract
One management approach is to offer high or, at least, propriate quality of physical environment to customers. any studies have shown that, physical environments, also termed service-scapes, play an important role in both positive
and negative customers’ impression formation. Individuals’ perceptions of a hotel’s service tend to include not only the offered product, but also many other elements such as employees attitude and cooperation, the offered prices
addition to it physical environment which include; the ting, floors, furniture, artwork, and color of the walls.
It is also evaluated by including sensory inputs such as music and scents, All these elements contribute to the
formation of customers’ image of the hotel. Furthermore, in evaluating the entire property, researchers also include the exterior architecture, as opposed to only the interior decor. Both the exterior and interior of the hotel reflect the style and age of its physical environment and influenc customers’ evaluations.
Consumer perception of hotel service primarily depends its prices. Customers are not willing to revisit a hotel when they believe that the prices are unreasonably high. Thus, providing pleasant and innovative atmosphere in addition to high quality of service to customers are necessary to improve . price perception.
In fact, environmental psychology presents owners and managers with an opportunity to improve their revenue management practices by observing how the environmental cues of his/her business may stimulate customers.
Do the physical surroundings present customers with cues stimulate them to come in, stay, explore the services and merchandise, and spend money? Do these cues and the , business’s goals for customer service times match, i.e., are signaling customers to leave when the business wants to linger? Adopting the perspective of a customer and . continually seeking input from customers and front line associates regarding the effectiveness of various levels of environmental cues are critical activities for the small business this way, the physical context and environmental cues
provided by a business setting become more than just up g but a mean of attracting customers and an opportunity rove the business.
The primary purpose of the study is to understand the t of different lighting and coloring conditions on customers’ emotional states (arousal and pleasure), preferences and behavioral intentions in resort hotel outlets mainly in dining rooms”. It aims to explore the credibility of assumption that there are differences in how people perceive and feel about different lighting and coloring conditions in hotel dining rooms environments due to their, gender and ages.
This study is an example of simulation research which involves controlled replications of real-world environments, or hypothesized real-world environments for the purpose of studing dynamic interactions within that setting.
The study depends on some methodological approach. of all, compared to testing people’s responses to an actual situation, simulation is more economical and provides more control.
Finally, the researcher aimed from this study to generate ledge that may contribute to a better understanding of guests preferences which, in turn, affects lighting and coloring solutions in future resort hotel and restaurants design.
It should provide useful knowledge about the effectiveness of light and color as a design components as well as the value of consumers’ physical and psychological ambient needs. Moreover, the results of this study could be useful for designer, users and hotel managers in assessing the quality of a well-designed interior hotel space. The perceived quality of the physical surroundings indirectly causes customers to behave in a certain way because of their internal responses.
Owners and managers of a restaurant should examine the fit between their goals for table turns and meal duration and the environmental cues present in their restaurant. They may be able to change certain aspects of their business such as the color and lighting to better fit their goals. At the margin, they may be able to reduce meal duration and increase table turns to increase their sales revenue while not decreasing their customers’ level of satisfaction.