The Effects of Atmosphere on Perceived Values and Customer Satisfaction toward the Theme Hotel: The Moderating Role of Green Practice Perception

Abstract

Theme hotels are becoming popular because of their fascinating characteristics, within which, theme hotels that feature green practices have become a niche market in the highly competitive hotel industry. Despite past research demonstrating that the cognitive image created by a green hotel exerts strong effects on customers’ favorable reactions, how guest appreciation for green practices affects the relationship between the hotel atmosphere and guest satisfaction remains unknown for hotels of this kind. This research investigated the influence of atmospheric cues on customers’ perceived value and satisfaction and the possible effects of green practices in shaping customer satisfaction. In total, 267 valid responses from persons with experience with theme hotels were used to test the model using confirmatory factor analysis and path analysis of the structural equation model. Results of the research indicate that customers’ atmosphere perception of the theme hotel positively affects customer satisfaction, while the perceived value of the hotel mediated the effects of atmosphere on customer satisfaction. The guest’s appreciation of the hotel’s green practices moderated the relationship between atmospherics and customer satisfaction. Academic and managerial implications of the results, as well as limitations and directions for future research, are provided.

The impact of service experience on sustainable customer engagement: The mediation of green perceived value and customer satisfaction

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“…In the context of sustainable consumption, research has tested the positive impact of green product experience on the perceived value of green products (Mahama Braimah et al, 2023), because green product experience can enable customers to focus on green products and form a dependency on green products (Ahmad & Zhang, 2020) and emotional well‐being (Syarifuddin & Alamsyah, 2017). Specifically, in the green hotel industry, the hotel service experience primarily includes atmosphere, design, interaction, and social factors, which have a positive impact on customers' green perceived value (T. Y. Chang & Lin, 2022). This is a healthier and more pleasant experience that non‐green hotels cannot provide (Millar & Baloglu, 2011).…”

The Effect of Branding, Perceived Environmental and Social Responsibility on Customer Satisfaction and Loyalty

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