Purpose
The purpose of this study is to investigate what people with different demographic characteristics such as age and gender expect from hotel room design and examine how design preferences affect purchase intent and desire to stay and word-of-mouth behavior.
Design/methodology/approach
The study was based on a quasi-experimental design conducted on 762 participants. The manipulations of room color and design style were prepared using the 3D modeling software, while age and gender were self-reported variables.
Findings
The results indicated that age and gender moderate the relationship between hotel guest satisfaction and room design style. Younger guests prefer contemporary design style, while older guests show equal satisfaction with traditional and contemporary styles. Male guests prefer rooms decorated in masculine colors, while women are equally satisfied with masculine or feminine color schemes.
Research limitations/implications
This study was conducted as a hypothetical, computer-aided experimental scenario. A field experiment captured guests’ satisfaction with an experimental hotel room. A substantive cause–effect relationship between hotel room visual servicescape stimuli and satisfaction was established.
Practical implications
Identifying design style and color preferences of a hotel target market is paramount for investment payoff and further supports the customization of hotel services.
Originality/value
This is the first experimental study to manipulate color scheme and type of design in a hotel room and capture their effects on satisfaction and behavior of guests with different demographic characteristics.
