Emotion and memory in boutique hotel experiences: the role of event design Open Access

Imagine entering a boutique hotel where guests are immersed in a masquerade ball of mystery and elegance, or where local artisans lead them in crafting keepsakes rooted in regional traditions. These scenarios illustrate how boutique hotels distinguish themselves by curating immersive, thematically coherent and culturally authentic experiences. Unlike standardized chain hotels that prioritize uniformity and operational efficiency (Buhagiar et al., 2024), boutique hotels focus on symbolic depth, emotional engagement and personalized service encounters that leave enduring impressions (Quadri-Felitti et al., 2022). Events and programs – including culinary workshops, interactive exhibitions and live performances – are integral to these properties, reinforcing the hotel’s thematic identity and fostering stronger guest attachment.

The boutique hotel sector is experiencing notable growth, with global market projections rising from $$9,962.60 million$ in 2024 to $$19,415.50 million$ by 2034 (Gain, 2023; Shah, 2024). This growth reflects broader shifts in consumer expectations, where travelers increasingly favor story-worthy, emotionally rich experiences over standardized hospitality. Despite this evolution, academic literature has focused disproportionately on service quality, design elements or operational structure (Buhagiar et al., 2024; Kabra and Singh, 2025), leaving limited understanding of how boutique hotel events and programs influence guest psychology. In particular, there is a lack of empirical insight into how structured experiences affect both emotional responses and long-term memory formation.

To address this gap, the present study applies the experience economy framework (Pine and Gilmore, 1998, 2013), which categorizes experiential offerings into four realms – entertainment, education, aesthetics and escapism – and examines their impact on emotional engagement and experience memorability (Oh et al., 2007). While this framework has been applied in various tourism and hospitality contexts (Hwang et al., 2022), its application to curated boutique hotel programs remains underexplored. Previous studies often conceptualize positive emotions as mediators linking experiences to outcomes such as satisfaction and loyalty (Tuerlan et al., 2021). This study instead positions positive emotions and experience memorability as distinct dependent variables, with positive emotions capturing immediate affective responses and memorability reflecting durable cognitive traces that influence future evaluation and behavior (Li et al., 2022; Anaya and Lehto, 2023).

Additionally, this study introduces thematic congruence – defined as the alignment between the hotel’s overarching identity and its experiential offerings – as a moderating factor. Congruence theory (Sirgy, 1985) suggests that alignment between guest expectations and delivered experiences enhances satisfaction and emotional impact. In the context of boutique hotels, thematic congruence may amplify affective engagement and cognitive encoding, particularly in immersive experience realms. While the experience economy framework offers a valuable lens for categorizing experience types (Eklund and Helmefalk, 2022; Neuhofer et al., 2020), it does not fully account for how thematic coherence across space, narrative and program structure strengthens emotional involvement and memorability.

By integrating these perspectives, this study aims as follows:

• investigate how experiential realms such as entertainment, education, aesthetics and escapism offered through boutique hotel programs influence positive emotions and experience memorability;

• explore the moderating role of thematic congruence in shaping these emotional and cognitive outcomes;

• contribute theoretical insights by refining the experience economy framework and incorporating congruence theory; and

• provide practical and societal guidance by identifying design strategies that enhance emotional engagement, guest participation and cultural relevance.

These strategies help boutique hotels foster guest loyalty while contributing to responsible, place-based hospitality.

The term “boutique hotel” originates from the fashion industry’s use of “boutique” to describe exclusive, curated experiences (Gold, 1978). Boutique hotels represent a distinct hospitality segment defined by small scale, aesthetic individuality and personalized guest experiences (Buhagiar et al., 2024). While early definitions emphasized tangible features such as number of rooms or ownership structure (Jeon, 2018), recent research (Kabra and Singh, 2025; Piriyakul and Piriyakul, 2024) highlights how boutique hotels create symbolic and affective spaces that foster personal engagement and emotional resonance. Unlike chain hotels that prioritize efficiency, boutique hotels offer immersive settings where guests engage in cultural narratives (Buhagiar et al., 2024) through design, service and events.

A central feature of this differentiation is thematic congruence, or the alignment between a hotel’s identity and its experiential offerings. When architecture, ambiance and programs reflect a coherent theme, guests perceive greater authenticity and immersion, enhancing emotional connection and memory encoding (Buhagiar et al., 2024; Eklund and Helmefalk, 2022). For example, a Renaissance-themed property hosting masquerade events and storytelling dinners can create an integrated narrative that shapes both cognitive and emotional responses. Thematic congruence functions not just as an aesthetic strategy, but as an experiential mechanism that may deepen symbolic clarity and guest impact.

Structured programs such as artisan workshops, cultural performances and participatory wellness activities are central to how boutique hotels foster emotional engagement and experiential distinctiveness (Arindra et al., 2024; Xiang et al., 2022). These offerings rely on interactivity and sensory richness to generate meaningful experiences that guests are more likely to remember. Unlike standardized hotels focused on functional comfort, boutique hotels design narrative-rich encounters that invite interpretation and emotional intensity (Buhagiar et al., 2024). As the sector grows, the ability to deliver emotionally resonant and memorable experiences has become a key competitive advantage. Guests increasingly seek personalized, story-worthy stays over generic services (Agapito and Sigala, 2024). By aligning thematic coherence across spatial, social and programmatic dimensions, boutique hotels construct experiential worlds that shape guest perception and memory.

Positive emotions refer to immediate affective responses evoked by external stimuli, including joy, excitement and pride, that shape how guests engage with hospitality experiences (Ortony, 2022). These short-lived yet powerful responses can influence perceived quality, enjoyment and post-consumption behavior (Yu et al., 2024). In boutique hotels, emotional design plays a strategic role by embedding affective cues into curated programs and multisensory environments that foster emotional arousal and social resonance (Xiang et al., 2022). Unlike generalized mood states, emotions are context-specific and particularly relevant in event-based experiences where sensory, social and symbolic cues are intentionally crafted to elicit emotional involvement. Guest-driven activities such as interactive culinary classes, participatory performances and storytelling rituals may serve to amplify emotional engagement.

Prior studies indicate that emotionally charged experiences significantly enhance satisfaction, revisit intention and electronic word of mouth (Tosun et al., 2024; Lee et al., 2020). Emotional engagement is also shaped by novelty and personalization, which can heighten attention and deepen immersion. According to memory-dominant logic, emotional arousal functions as a trigger that facilitates reflective thinking and enduring psychological impact (Harrington et al., 2021). Positive emotions therefore represent not merely a transient reaction but a core experiential outcome that may distinguish boutique hotel stays through their symbolic richness and emotional depth.

Experience memorability refers to the extent to which an event leaves a lasting cognitive imprint, influencing how guests recall, interpret and evaluate their stay over time (Pine and Gilmore, 1998). Unlike fleeting satisfaction, memorability reflects the enduring psychological impact of an experience, shaping future decisions, brand attachment and word-of-mouth advocacy (Anaya and Lehto, 2023). Boutique hotels prioritize memorable design by combining sensory richness, narrative depth and active participation to foster emotional and cognitive engagement (Arindra et al., 2024). Immersive performances, storytelling dinners and artisan workshops exemplify how such programming can create vivid memories distinct from standardized formats (Chiengkul et al., 2023).

Research in neuroscience and psychology shows that multisensory experiences enhance memory formation through deeper neural processing (Barkasi, 2023; Dubinsky and Hamid, 2024). Sensory integration theory (Ayres, 1972) supports this, explaining how coordinated stimuli improve perceptual fluency and recall (Barkasi, 2023). Boutique hotels leverage this mechanism by designing cohesive sensory environments that include ambient sound, tactile interaction and symbolic cues. Thematic congruence may further amplify memorability by aligning these elements with the property’s identity, increasing perceived authenticity and experiential coherence (Eklund and Helmefalk, 2022; Neuhofer et al., 2020). In contrast, fragmented or incoherent theming can reduce cognitive clarity and emotional resonance.

As guests increasingly seek experiences that are personally meaningful and narratively compelling, memorability becomes a key source of competitive advantage (Agapito and Sigala, 2024). Experiences that endure beyond the stay can reinforce loyalty and encourage post-visit sharing. By treating memorability as a core outcome, this study clarifies its value in assessing the impact of boutique hotel programming alongside immediate emotional responses. Therefore, this research examines how boutique hotel programs and events influence memorability, alongside their impact on guests’ immediate affective responses (positive emotions), offering a comprehensive understanding of experiential effectiveness in boutique hotel settings.

Boutique hotel programs are curated to evoke emotional engagement and create enduring memories. These offerings typically integrate artistic, educational, aesthetic and immersive components that promote symbolic meaning and guest participation. While experiential design has been widely discussed in hospitality literature (Pine and Gilmore, 1998), fewer studies have examined how specific types of experiences influence both affective and cognitive outcomes in boutique hotel contexts (Agapito and Sigala, 2024). This study focuses on four experiential dimensions: entertainment, education, aesthetics and escapism. Entertainment involves enjoyment through performances or interactive showcases that evoke excitement and pleasure. Education encourages learning through participatory activities such as workshops or cultural storytelling, blending intellectual and emotional engagement. Aesthetics emphasizes sensory richness and design coherence to deepen immersion and emotional response. Escapism allows guests to step outside everyday routines by entering narrative environments or engaging in role-play, fostering imaginative involvement.

Although these dimensions have been explored individually, their combined effects on emotional and cognitive responses in boutique hotels remain underexamined. Moreover, the role of thematic congruence – the alignment between a hotel’s identity and its experiential offerings – has received limited empirical attention. The importance of thematic congruence has been emphasized in prior research for its role in enhancing authenticity, emotional engagement and experiential coherence (Eklund and Helmefalk, 2022).

Entertainment experiences in boutique hotels are designed to evoke strong emotional engagement through interactive performances, participatory activities and culturally immersive showcases (Pine and Gilmore, 1998). Unlike traditional entertainment, which often involves passive observation, boutique hotels emphasize active guest participation to enhance emotional connection and experiential value (Xiang et al., 2022). Engagement theory (Kearsley and Shneiderman, 1998) supports this approach by suggesting that participation increases emotional investment and improves memory retention. High-level entertainment programs, such as immersive theater, interactive musical performances and participatory dance events, elicit strong positive emotions – such as joy, excitement and delight – while reinforcing memory encoding through heightened engagement (Chang, 2018). In contrast, passive formats such as pre-recorded shows or generic live music performances tend to produce weaker emotional responses and lower memorability. Previous studies have shown that active involvement enhances enjoyment and recall through deeper cognitive and affective processing (Tosun et al., 2024). Therefore, this study hypothesizes:

Educational experiences in boutique hotels combine intellectual stimulation with emotional engagement, encouraging curiosity, learning and personal enrichment (Pine and Gilmore, 1998). Unlike passive formats, boutique hotels emphasize participatory learning that fosters emotional resonance and cognitive depth (Ryan and Zhang, 2024). Experiential learning theory (Kolb, 1984) reinforces this approach by suggesting that active engagement enhances cognitive processing and long-term memory formation. High-level educational programs such as interactive culinary workshops, guided storytelling and artisan-led craft sessions invite meaningful participation, stimulating both intellectual and emotional involvement (Piriyakul and Piriyakul, 2024). In contrast, passive experiences like non-interactive heritage talks often fail to evoke emotional connection, resulting in weaker recall. Prior research suggests that active participation improves knowledge retention and guest satisfaction (Chiengkul et al., 2023). Accordingly, the following hypothesis is proposed:

Aesthetic experiences in boutique hotels engage multiple senses to create visually compelling and emotionally resonant environments that enhance guest perception and memory (Bitner, 1992; Pine and Gilmore, 1998). Unlike conventional hotels that emphasize functionality, boutique hotels intentionally design their spaces to ensure coherence across architecture, interior design, and environmental cues (Jeon, 2018). Gestalt psychology (Wertheimer, 1938; Koffka, 1935) supports this approach by explaining how people perceive environments holistically rather than as isolated elements. A cohesive aesthetic setting amplifies emotional response by promoting seamless perceptual integration, minimizing dissonance and improving memory encoding. High-level aesthetic experiences such as immersive art installations, curated gardens and narratively integrated architecture invite deep emotional involvement and contribute to lasting memorability (Chiengkul et al., 2023). In contrast, low-level aesthetic environments that lack sensory richness may reduce emotional intensity and weaken cognitive associations. Therefore, the following hypothesis is proposed:

Escapism experiences in boutique hotels offer guests the opportunity to disconnect from daily routines and immerse themselves in transformative, multisensory environments that foster deep emotional engagement (Neuhofer et al., 2020; Pine and Gilmore, 1998). These experiences support temporary identity shifts by allowing guests to assume new roles within carefully crafted narrative settings. Transportation theory (Green and Brock, 2000) explains that individuals who become deeply immersed in a story or environment exhibit heightened emotional involvement, cognitive absorption and stronger memory formation. High-level escapist experiences such as masquerade events, immersive role-playing and holistic wellness retreats evoke emotions like excitement, curiosity and wonder, contributing to vivid and enduring memories (Tao et al., 2024). Research further suggests that deeply transported individuals are more likely to recall specific details and develop strong emotional attachments to the experience (Neuhofer et al., 2020). In contrast, escapist offerings that lack narrative coherence or sensory immersion tend to produce weaker emotional responses and lower memorability. Consequently, this study hypothesizes:

Boutique hotels distinguish themselves by offering immersive experiences that extend beyond conventional lodging and service provision. A key aspect of this differentiation is theme congruence, defined as the alignment between a boutique hotel’s overarching identity and its experiential offerings. Drawing on congruence theory (Sirgy, 1985), consumers derive greater satisfaction and stronger emotional responses when their expectations align with their actual experiences. In boutique hotels, high theme congruence may enhance the authenticity and coherence of experiences, reinforcing emotional engagement and memory retention.

However, the extent to which theme congruence influences guest responses may depend on the nature of the experience provided. Experiential events and programs can be categorized into absorptive and immersive experiences based on their cognitive and sensory demands (Pine and Gilmore, 1998). Absorptive experiences, such as entertainment and education, primarily engage cognitive processes and require guests to process information or performances, rather than fully immerse themselves in the environment (Tan et al., 2024). In contrast, immersive experiences, such as aesthetics and escapism, rely heavily on multi-sensory input and deep emotional involvement (Neuhofer et al., 2020).

The moderating effect of theme congruence may differ depending on the type of experience. In absorptive experiences, thematic congruence may enhance emotional engagement by reinforcing intellectual and cultural relevance, but it does not necessarily strengthen memory encoding, as the experience is more content-driven than sensory-driven (Tan et al., 2024). For example, a live jazz performance or an interactive cultural lecture may offer enjoyment and knowledge without necessarily requiring strong thematic alignment to enhance memorability. As a result, theme congruence may have a weaker moderating effect on absorptive experiences, since guest engagement primarily depends on content quality rather than environmental immersion.

Conversely, immersive experiences rely more heavily on sensory and emotional engagement, making theme congruence a crucial factor in their effectiveness (Neuhofer et al., 2020). When the physical environment, event narrative and sensory elements align cohesively, they can intensify emotional arousal and strengthen cognitive encoding, leading to higher levels of memorability (Arindra et al., 2024). For instance, a masquerade ball held in a Renaissance-themed boutique hotel or an immersive digital art installation aligned with the hotel’s identity may enhance emotional immersion, resulting in stronger memory formation (Oh et al., 2007). However, when theme congruence is low, immersive experiences can appear fragmented or inauthentic, diminishing emotional impact and reducing memorability (Chiengkul et al., 2023). Therefore, the following hypotheses are proposed:

The research model is shown in Figure 1.

This study received approval from the institutional ethics review board and adhered to all ethical guidelines for research involving human participants. Participants were informed of the study’s purpose, their right to withdraw at any time, and the confidentiality of their responses. Participation was voluntary, and no personally identifiable information was collected. All data were stored in secure, password-protected files and used solely for academic research purposes. Participants were informed that the risks associated with this study were no greater than those encountered in everyday life, in accordance with the institution’s ethical guidelines.

A 2 (experience type: absorption vs immersion) × 2 (theme congruence: high vs low) between-subjects experiment was conducted to examine how boutique hotel experiences influence positive emotions and experience memorability. Absorptive experiences (such as entertainment and education) were tested in Study 1, while immersive experiences (such as aesthetics and escapism) were tested in Study 2. This design minimized confounding by isolating experience types, aligning with established distinctions between cognitive and sensory engagement (Neuhofer et al., 2020). Scenarios portrayed realistic boutique hotel events using descriptive narratives and photographs. Participants were randomly assigned to one of four experimental conditions. The scenario-based design enabled controlled manipulation of variables and reduced external noise (Leung et al., 2024), while enhancing immersion through vivid stimuli (Cheung et al., 2024).

Participants were recruited from Amazon Mechanical Turk (MTurk), a platform commonly used in hospitality research (Ali et al., 2021). Eligible participants were US residents aged 18 or older who had stayed at a boutique hotel and participated in at least one event or program within the past two years. Screening involved identifying a specific property and describing a past event to verify eligibility. A power analysis using G*Power determined that a sample size of 128 participants would provide sufficient power (0.80) to detect an effect size (0.25), with an $α$ level of 0.05 (Raudenbush and Liu, 2000). To ensure robustness, 200 participants were recruited for each study. After excluding invalid responses, the final samples included 187 participants for Study 1 and 186 for Study 2. MTurk IDs were screened to prevent repeat participation. Although online platforms such as MTurk may introduce bias, they are considered reliable for experimental research in hospitality and consumer behavior (Ali et al., 2021). The demographic profile of participants in this study aligns with previous boutique hotel research (Zhang et al., 2025), reinforcing the representativeness and applicability of the sample.

A pilot study (⁠$n=71$⁠) was conducted to test the clarity, realism, and effectiveness of the scenarios. Participants, who met the same eligibility criteria as the main study, were randomly assigned to one of four conditions. Using a seven-point Likert scale (⁠$1=Strongly Disagree$⁠, $7=Strongly Agree$⁠), they evaluated each scenario for clarity, realism and engagement. Results confirmed that both the narrative and photographic stimuli were perceived as credible and distinguishable, supporting the validity of the manipulations. The pilot also confirmed the reliability of measurement instruments and overall comprehensibility. The sample was 62.1% male and 37.9% female, with 63.3% identifying as Caucasian. Most were aged 20–39 (85.7%), held a bachelor’s degree (59.1%) and had annual incomes between $$60,000$ and $$99,000$ (62%). No adjustments were necessary, and all pilot participants were excluded from the main study to avoid contamination.

Study 1 examined how absorption-based experiences, specifically entertainment and education, influence positive emotions and memorability in a boutique hotel context. A 2 (experience level: high vs low) × 2 (theme congruence: high vs low) between-subjects experimental design was implemented. Participants were randomly assigned to one of four conditions to test H1, H2 and H5a. The scenario described an aquarium-themed boutique hotel event, accompanied by photographs to enhance realism. Participants reviewed the scenario before completing the survey (see Examples of Scenarios for Study 1 and  Appendix 1):

After reviewing the scenario, participants completed measures on realism, manipulation checks, positive emotions, memorability and demographics. Entertainment and education were assessed using a four-item scale developed for this study. Positive emotions were measured using six items – excitement, joy, interest, satisfaction, pleasure and surprise – adapted from Liu and Jang (2009) and Richins (1997). Memorability was measured using three items adapted from Hosany and Witham (2010), Oh et al. (2007) and Zatori et al. (2018). All items were rated on a seven-point Likert scale (⁠$1=strongly disagree$⁠, $7=strongly agree$⁠) (see  Appendix 3).

Study 2 explored immersion-based experiences, focusing on aesthetics and escapism in a boutique hotel context. The same 2 (experience level: high vs low) × 2 (theme congruence: high vs low) between-subjects experimental design was used to test H3, H4 and H5b. Participants were randomly assigned to one of four conditions and presented with a scenario depicting an 18th-century dance ball at a boutique hotel. Narrative descriptions and accompanying photographs were provided to enhance realism before participants proceeded to the survey (see Examples of Scenarios for Study 2 and  Appendix 2).

As in Study 1, participants completed a survey assessing realism, manipulation checks, positive emotions, memorability, and demographics. Aesthetics and escapism were measured using a four-item scale adapted from Hosany and Witham (2010) and Oh et al. (2007). The same validated scales from Study 1 were used to assess positive emotions and memorability. All items were rated on a seven-point Likert scale (⁠$1=Strongly Disagree$⁠, $7=Strongly Agree$⁠) (see  Appendix 3).

In Study 1 (⁠$N=187$⁠), 69.5% of participants identified as male and 30.5% as female. The sample was predominantly Caucasian (84.0%), with additional representation from Native American (8.0%), Asian (3.2%), African American (2.7%) and Hispanic (2.1%) participants. The majority were aged 30–39 (51.3%), followed by those aged 20–29 (35.8%) and 40–49 (10.2%). Few were 50–59 (1.6%) or 60 and older (0.5%). Educational attainment was high: 60.4% held a bachelor’s degree, 30.5% a master’s and smaller shares held two-year college (3.7%), high school (3.2%), doctoral (1.1%) or professional degrees such as MD or JD (1.1%). Most reported household incomes of $$60,000–$79,999$ (33.2%), $$40,000–$59,999$ (28.9%), or $$80,000–$99,999$ (27.8%), with fewer reporting $$100,000–$149,999$ (4.8%), under $$40,000$ (4.3%) or $$150,000–$199,999$ (1.1%).

In Study 2 (⁠$N=186$⁠), 67.7% of participants identified as males and 32.3% as females. The racial composition was predominantly Caucasian (83.3%), with smaller proportions identifying as African American (6.5%), Hispanic (5.4%), Native American (3.2%) and Asian (1.6%). The largest age group was 30–39 years (46.8%), followed by 20–29 (34.4%) and 40–49 (18.3%). A small number were aged 60 and above (0.5%). Educational attainment included 56.5% with a bachelor’s degree and 31.7% with a master’s degree, with smaller percentages reporting a two-year college degree (6.5%), high school or equivalent (3.2%), doctoral degree (1.1%) and professional degree (1.1%). Most participants reported household incomes of $$60,000–$79,999$ (32.8%), $$80,000–$99,999$ (31.7%) or $$40,000–$59,999$ (22.0%), with fewer reporting under $$40,000$ (5.4%), $$100,000–$149,999$ (6.5%), $$150,000–$199,999$ (1.1%) or $$200,000$ and above (0.5%).

All realism and manipulation checks were measured using seven-point Likert scales (⁠$1=strongly disagree$⁠, $7=strongly agree$⁠). In Study 1, the mean of the realism check items was 5.64 (⁠$SD=0.72$⁠). An independent t-test revealed no significant difference in realism perceptions between high- and low-level scenarios (⁠$Mhigh=5.66$⁠; $Mlow=5.61$⁠; $t(185)=0.52$⁠, $p=0.754$⁠), confirming that all conditions were perceived as equally realistic. Manipulation checks indicated that participants assigned to high-level entertainment scenarios rated them as significantly more entertaining than those in low-level scenarios (⁠$Mhigh=5.79$⁠; $Mlow=3.54$⁠; $t(185)=16.80$⁠, $p<0.001$⁠). Similarly, high-level education scenarios were perceived as significantly more educational than low-level ones (⁠$Mhigh=5.77$⁠; $Mlow=3.46$⁠; $t(185)=17.01$⁠, $p<0.005$⁠). Additionally, participants in high-theme congruence conditions rated their scenarios as significantly more thematically congruent than those in low-congruence conditions (⁠$Mhigh=5.38$⁠; $Mlow=2.96$⁠; $t(185)=14.65$⁠, $p<0.005$⁠). These results confirm the effectiveness of the experimental manipulations.

The reliability of the measurement scales was assessed using Cronbach’s alpha, and all constructs demonstrated strong internal consistency, exceeding the recommended threshold of 0.70 (Nunnally and Bernstein, 1994). Specifically, entertainment (⁠$α=0.89$⁠), education (⁠$α=0.91$⁠), positive emotions (⁠$α=0.87$⁠) and experience memorability (⁠$α=0.88$⁠) exhibited high reliability, ensuring the robustness of the findings. A 2 (experience level: high vs low) × 2 (theme congruence: high vs low) ANOVA was conducted to test H1, H2 and H5a. The results supported H1, indicating that a high level of entertainment experience significantly increased positive emotions [$F(1,185)=28.697$⁠, $p<0.001$⁠, partial $η2=0.134$] and experience memorability [$F(1,185)=52.312$⁠, $p<0.001$$p<0.001$⁠, partial $η2=0.220$] compared to a low level of entertainment. The effect sizes suggest that entertainment plays a substantial role in shaping both emotional responses and memory formation. Similarly, H2 was supported, showing that a high level of education experience significantly increased positive emotions [$F(1,185)=34.720$⁠, $p<0.001$⁠, partial $η2=0.220$] and experience memorability [$F(1,185)=43.780$⁠, $p<0.001$⁠, partial $η2=0.191$]. These effect sizes indicate that educational content significantly influences both affective and cognitive responses. Overall, these findings suggest that both entertainment and education experiences significantly contribute to positive emotions and experience memorability. The effect sizes (partial $η2>0.14$⁠) further indicate that these experiential elements have strong practical implications for designing boutique hotel programs (see Table 1).

In Study 2, the mean of the realism check items was 5.73 (⁠$SD=0.85$⁠). A t-test confirmed no significant difference between high- and low-level conditions [$Mhigh=5.74$⁠; $Mlow=5.70$⁠; $t(184)=0.35$⁠, $p=0.739$], ensuring that all scenarios were perceived as equally realistic. Manipulation checks showed that high-level aesthetics scenarios were perceived as significantly more aesthetically engaging than low-level ones [$Mhigh=5.78$⁠; $Mlow=3.49$⁠; $t(184)=19.52$⁠, $p=0.021$]. Similarly, high-level escapism scenarios were perceived as significantly more immersive than low-level ones [$Mhigh=5.81$⁠; $Mlow=3.55$⁠; $t(184)=20.01$⁠, $p<0.001$]. The effect of theme congruence was also significant [$Mhigh=5.84$⁠; $Mlow=2.81$⁠; $t(184)=31.19$⁠, $p<0.005$], confirming that the experimental manipulations were effective.

The constructs in Study 2 demonstrated high reliability, similar to Study 1. Cronbach’s alpha values confirmed strong internal consistency for aesthetics (⁠$α=0.90$⁠), escapism (⁠$α=0.92$⁠), positive emotions (⁠$α=0.86$⁠) and experience memorability (⁠$α=0.89$⁠), reinforcing the validity of the measurement scales. A $2×2$ANOVA was conducted to test H3 and H4. The results strongly supported H3, showing that a high level of aesthetics experience significantly increased positive emotions [$F(1,184)=77.554$⁠, $p<0.001$⁠, partial $η2=0.158$] and experience memorability [$F(1,184)=63.296$⁠, $p<0.001$⁠, partial $η2=0.207$]. These results indicate that aesthetic appeal plays a crucial role in shaping both emotional engagement and long-term memorability. Similarly, H4 was robustly supported, demonstrating that a high level of escapism experience significantly enhanced positive emotions [$F(1,184)=74.813$⁠, $p<0.001$⁠, partial $η2=0.191$] and experience memorability [$F(1,184)=85.033$⁠, $p<0.001$⁠, partial $η2=0.233$]. The large effect sizes for escapism suggest that immersive experiences play a fundamental role in shaping both emotional and cognitive responses. These findings highlight the significant impact of aesthetics and escapism on positive emotions and memorability. The large effect sizes (partial $η2>0.15$⁠) suggest that enhancing aesthetic appeal and escapist elements can significantly improve guests’ emotional engagement and memory formation (see Table 2).

A $2×2$ANOVA was conducted to examine the moderating effect of theme congruence (H5a and H5b). The results partially supported H5a, indicating that theme congruence significantly moderated the effect of entertainment on positive emotions [$F(1,183)=6.097$⁠, $p<0.05$⁠, partial $η2=0.032$] but did not significantly impact experience memorability [$F(1,183)=0.094$⁠, $p=0.760$⁠, partial $η2=0.001$]. A similar pattern was observed for education, where theme congruence significantly enhanced positive emotions [$F(1,183)=5.065$⁠, $p<0.05$⁠, partial $η2=0.027$] but did not significantly affect memorability [$F(1,183)=2.273$⁠, $p=0.133$⁠, partial $η2=0.012$]. The effect sizes were small, suggesting that theme congruence has a limited moderating effect on positive emotions for entertainment and education experiences. In contrast, the results fully supported H5b, demonstrating that theme congruence significantly enhanced the effect of aesthetics on both positive emotions [$F(1,182)=25.989$⁠, $p<0.001$⁠, partial $η2=0.125$] and experience memorability [$F(1,182)=23.895$⁠, $p<0.001$⁠, partial $η2=0.116$]. These medium effect sizes indicate that theme congruence plays a substantial role in aesthetic experiences.

Similarly, escapism experiences had significantly stronger effects on positive emotions [$F(1,182)=83.599$⁠, $p<0.001$⁠, partial $η2=0.315$] and experience memorability [$F(1,182)=54.128$⁠, $p<0.001$⁠, partial $η2=0.229$] in high-theme congruence conditions compared to low-theme congruence conditions. The large effect sizes for escapism suggest that theme congruence is particularly crucial in enhancing immersive experiences. These findings suggest that theme congruence plays a differential role depending on the experience type. While entertainment and education benefit from theme congruence in terms of emotional engagement, its impact on memorability is limited. In contrast, aesthetic and escapist experiences benefit significantly from high theme congruence in both emotional engagement and memory formation. This implies that for highly immersive experiences, aligning the experience with the hotel’s overarching theme is crucial for maximizing guest engagement (see Tables 3 and 4).

This study advances understanding of how boutique hotels can use structured events and programs – across entertainment, education, aesthetics and escapism – to foster positive emotions and create lasting guest memories. By empirically demonstrating that curated experiences strengthen emotional engagement and reinforce memorability, the findings extend the experience economy framework (Pine and Gilmore, 1998; Wood and Kinnunen, 2020). A central contribution is the examination of thematic congruence as a moderator, highlighting its varied influence across experience types. For entertainment and education (such as absorption experiences), thematic congruence significantly enhances positive emotions but does not significantly affect memorability. These findings suggest that its influence is more pronounced on immediate affective responses than on longer-term recall.

In contrast, for aesthetics and escapism (such as immersion experiences), thematic congruence enhances both emotional intensity and memorability, underscoring its importance in immersive design. These findings refine existing frameworks by clarifying how thematic alignment interacts differently with content-driven and sensory-driven experiences (Chen et al., 2024). From a consumer behavior perspective, memorability can serve as a strategic asset. Memorable experiences foster revisit intentions, guest retention and word-of-mouth (Oh et al., 2007; Zatori et al., 2018; Kim et al., 2025), contributing to key performance indicators such as Revenue per Available Room (RevPAR) and brand loyalty. This study therefore highlights the importance of designing programs that elicit emotional engagement and leave enduring cognitive impressions.

This study advances theoretical understanding of experiential consumption in boutique hotel contexts by presenting a refined framework that differentiates between the affective and cognitive outcomes of structured guest experiences. Unlike prior research that treats positive emotions and memorability as either separate outcomes or positions positive emotions solely as a mediator of memorability (Kim et al., 2025; Murray et al., 2025), this study conceptualizes them as interrelated yet distinct constructs. The study contributes by showing that the impact of boutique hotel programming depends not only on the type of experiential realm but also on the level of thematic congruence between a hotel’s identity and its offerings.

While earlier studies suggest a direct link between emotional intensity and memorability (Willard et al., 2022), the current findings reveal that this relationship is moderated by experiential form – absorption versus immersion. Absorptive experiences, such as entertainment and education, primarily enhance immediate emotional engagement. In contrast, immersive experiences, such as aesthetics and escapism, contribute to both short-term emotional and long-term cognitive responses. This temporal differentiation clarifies how distinct experience types shape emotional immediacy and memory retention in boutique hotel settings.

The study also extends the experience economy framework (Pine and Gilmore, 1998) by introducing thematic congruence as a moderating construct that shapes guest responses. While prior research on the experience economy framework emphasized the classification of experience types, few studies have examined how thematic congruence moderates their emotional and cognitive impacts, particularly in the context of boutique hotel programming. This study demonstrates that thematic congruence has a greater impact on immersive experiences, which rely on sensory integration and symbolic coherence, than on absorptive experiences. This refinement adds depth to congruence theory by positioning its effectiveness as contingent on the form of experiential engagement.

Furthermore, the study contributes to consumer behavior literature by framing memorability as a meaningful predictor of post-visit outcomes. While guest satisfaction and loyalty remain critical (Zatori et al., 2018), memorability captures a deeper cognitive-emotional imprint that shapes long-term brand attachment and storytelling behavior. By illustrating how structured events foster memorability through both emotional resonance and thematic coherence, this study integrates experiential marketing with behavioral outcome research in hospitality. This contribution lays the groundwork for future research examining how memory-based constructs influence retention, narrative engagement and performance metrics such as RevPAR.

This study provides guidance for boutique hotel managers and educators by identifying experiential strategies that foster emotional engagement, long-term loyalty and cultural relevance. Experience design should be strategically aligned with intended goals, whether the aim is to strengthen emotional connection or enhance cognitive impact. Immersive formats, particularly those involving aesthetics and escapism, may benefit from multisensory storytelling, symbolic design and thematic coherence (Barkasi, 2023). For example, art-themed properties can invite guests to co-create installations that evolve over time, reinforcing emotional continuity. Heritage-based hotels might offer cultural rituals or storytelling sessions that deepen symbolic attachment (Neuhofer et al., 2020).

To increase emotional engagement, entertainment and education programs should emphasize active participation and thematic relevance. Replacing passive performances with guest-curated music or collaborative storytelling can strengthen affective connection (Oh et al., 2007; Pine and Gilmore, 1998). Educational offerings might include artisan-led demonstrations or sustainability workshops that align with the property’s identity. Gamified tools such as symbolic tokens or experience passports can foster playful engagement and increase perceived value.

From a resource management perspective, return on experience (ROE) should complement financial return on investment. Managers may assess ROE using behavioral indicators such as guest retention, referral behavior and online engagement. Post-stay surveys can help identify which programmatic elements leave strong emotional or cognitive impressions (Zatori et al., 2018). Rotating seasonal themes or narrative structures can help maintain novelty without incurring excessive cost, allowing for a balance between experiential quality and operational efficiency.

Beyond managerial applications, these findings carry cultural and educational relevance. Locally grounded experiences can support cultural preservation by incorporating community narratives, artisanal traditions and ecological themes. This approach aligns with principles of responsible tourism and addresses growing demand for ethical, place-based travel. In hospitality education, these insights can inform curriculum development by highlighting the importance of designing emotionally engaging and cognitively meaningful experiences. Preparing future professionals to create memory-rich and symbolically resonant experiences is increasingly essential in today’s experience-focused market.

Despite its contributions, this study has limitations that suggest avenues for future research. First, although thematic congruence was shown to moderate experience outcomes, guest-level traits such as personality, cultural orientation and prior travel experience may also influence how individuals engage with experiential formats. Future studies should examine how these individual differences interact with experiential design in boutique hotels (Canziani and Nemati, 2021). Second, this study’s focus on US-based boutique hotel guests, who were predominantly Caucasian and male, limits the generalizability of findings. Cross-cultural studies are needed to explore how experience types and thematic congruence function across diverse sociocultural contexts. What is perceived as meaningful in one cultural setting may not elicit similar responses elsewhere. Third, the use of a scenario-based experimental design enabled control over external variables but may not fully capture the richness of in-situ experience. Future research may adopt longitudinal, ethnographic or VR-based methods to better understand how immersive and symbolic experiences unfold over time and influence memory and behavior in real-world settings.