라이프스타일 호텔 방문객들의 디자인 관련 인식이 예약의도와 지불의사금액에 미치는 영향

Abstract

This study aims to investigate the role of hotel design-related perception in hotel guests' decision-making process. In particular, this study would examine the impact of hotel guests' design-related perception (e.g., uniqueness, novelty, and expensiveness) on overall value perception, which in turn, influence booking intention and willingness-to-pay consequently. Furthermore, this study would confirm the differences in hotel guests' decision-making process based on the previous experience by investigating the moderating effect of the customer's experience on the relationships among variables proposed in this study. This study confirmed that uniqueness and expensiveness have positive relationships with overall value perception, which is positively related to ones' booking intention and willingness to pay. Besides, past visit experience has a significant moderating effect in the relationships in ones' decision-making process between previous visitors and non-visitors. Based on these results, this study would propose theoretical and practical implications.