Influence of Customer's Experience of Hotel's Artistic Space on Perceived Hotel Brand Value
2015, 39(2), pp.45-67
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
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The purpose of this study is to examine how the customer‘s experience ing the hotel's artistic space affects the customer‘s perceived value of the hotel, in other words, the hotel's brand value. A total of 247 effective questionnaires for empirical data analyses were obtained from customers who had experienced staying at a hotel where various artworks of famous artists had been displayed. Exploratory factor analysis and multiple regression analysis were conducted to test the proposed hypotheses. Review of the related literature suggested four dimensions of experiences within artistic space, such as educational, entertainment, esthetic and escapist experience, and three different dimensions of hotel brand value such as social, functional and emotional value. The result showed that four factors of the experienced artistic space influenced the customers three factors of hotel brand value significantly. Educational experience and esthetic experience were the most important factors for the social value and functional value of hotel. While emotional value was shown to be significantly influenced by entertainment experience and esthetic experience. Furthermore, according to the variables of the level of an individual's income and enjoying visual arts, the results showed the different influence of experience on the perceived brand value of hotel, expecially the social value of hotel brand was found to be influenced most significantly among three factors of hotel brand value. Based on these results, implications and limitations are discussed.
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