Investigating the most influential design elements of a ۵-star hotel in order to improve the quality of guest hospitality in the city of Ardabil

In the last two decades, customer satisfaction has emerged as a strategic issue. Despite its importance, no comprehensive study has yet been conducted in Iran that examines the factors related to measuring service quality and customer satisfaction in hotels in an integrated manner. In today's competitive market, improving the quality of services is a strategic necessity for service organizations, especially hotels. Due to their diverse activities, ranging from guest accommodation to holding seminars and using recreational facilities, hotels have complex structures and require numerous spaces with specific and noteworthy architectural designs by skilled and experienced architects, while adhering to specific regulations and standards. Tourism in mountainous regions has high potential, which can attract more tourists. These beautiful areas are located near most countries and cities and are a major source of income for them, playing a fundamental role in the economic and social development of the region. The reason for choosing this topic is the increasing importance of service quality in today's competitive hotel industry and the necessity of paying special attention to the design of accommodation spaces that can both provide comfort and well-being for guests and reflect the unique identity and characteristics of the city of Ardabil. The results of this research indicate that factors such as hotel facilities, the quality of service provision, its beauty and architecture, attention to the region's climate, as well as attention to the lack of ۵-star hotels in this province, are recognized as the most important key factors in designing an ideal and desirable hotel. Furthermore, the lack of a five-star hotel is noticeable in Ardabil province, hence its novelty. The research method in this study is applied in terms of purpose, and descriptive and analytical of the survey type in terms of nature. To achieve the research objectives, the present research method is based on a qualitative research approach, which will use documentary and library study methods to review the theoretical foundations of luxury hotel design, international standards of five-star hotels, and previous studies related to hotel design.