The study determined the “Communication Capability of Hotel and Restaurant Signage” in Tuguegarao City. It examined the effectiveness and capability of signage's elements which include function, content and form and the customers’ attitude on the signage. Results reveal that restaurant signage in fast food is very capable in communicating to customers while signage in fine dining is capable. Customers marked signage as generally very effective in providing their safety and security, reducing perceived wait time and easing their exit, creating their connection to the products and services and reflecting the restaurant's care for customers. They also see signage in restaurants as effective in communicating aspects such as the menu, weekly specials, and general information about the business, motivating customers to buy product and altering customer behavior at point of sale. Hotel signage was also marked as very capable in function and content and capable in form. Typography, pictograms and arrows were rated very capable, while symbols and diagrams were capable. Maps were noted to be slightly capable. Also, customers very much agree that regulatory signage along with directional, informative and descriptive very effectively communicate. Both restaurants and hotel customers very much agree on signage.
Communication, capability, signage, hotels and restaurants, customers attituudes
