Strategies for Improving Values of Guests' Lodging Experience at Luxury Hotels - Effects of Theme and Service Quality
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Date
2020-10-22
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Abstract
A proposed model of guest lodging experience value was tested. The model included four dimensions of guest lodging experience value: monetary, time, emotional, and escape. Lodging experience value was proposed to result from encounters with service quality satisfiers and dissatisfiers, and with an unanticipated value-added feature (a theme). Two potential long-term impacts, intention to recommend the lodging experience to others and the memorability of the lodging experience, were proposed to increase as guest lodging experience value increases. To test the model, 453 panel participants were randomly assigned to view videos depicting each of six imaginary lodging experience scenarios, corresponding to a 2 x 3 experimental design. Theme, representing an unanticipated value-added feature, was either present or absent in each video, and service quality (satisfiers and dissatisfiers) was either excellent, moderate, or poor. Participants completed self-report measures of the values of lodging experience and potential long-term impacts after viewing their assigned scenario. Multivariate analysis of variance (MANOVA) revealed an interaction effect of theming and service quality on value of lodging experience. Canonical correlation analysis results supported the hypothesis that lodging experience values positively influence potential long-term impacts.
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guest value, theme, service quality, long-term impact, lodging experience