What Makes a Hotelscape Beautiful? Antecedent and Consequent Behaviors of Perceived Aesthetic Value and Aesthetic Judgment in the Customer-Hotelscape Relationship

Abstract

This study tested a structural model of the relationships among individuals’ novelty-seeking desire (NSD), perceived aesthetic value (PAV), and the evaluative aesthetic judgment (AJ) of the customer-hotelscape relationship and the combined effects of these factors on individuals’ positive word-of-mouth (WOM) intentions and approach-avoidance behavior. Results indicated that NSD was positively related to PAV and AJ. PAV and AJ both exerted positive effects on positive WOM intention and approach behavior. The pattern of statistically significant relationships provided evidence supporting the view that components of a hotelscape contribute positively to guests’ PAV, their AJ of their experience, and their behavioral intent and future approach-avoidance behavior.

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