A better investment in luxury restaurants: Environmental or non-environmental cues?

    Authors

    S. S. Hyun;J. Kang

    Comments

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    Abbreviated Journal Title

    Int. J. Hosp. Manag.

    Keywords

    Mehrabian-Russell model; Arousal; Pleasure; Motivational orientation; Hedonism; Restaurant environment; Behavioral intention; Luxury; restaurant; WORD-OF-MOUTH; BEHAVIORAL INTENTIONS; PHYSICAL-ENVIRONMENT; SERVICE; QUALITY; CUSTOMER SATISFACTION; STORE ENVIRONMENT; COLLEGE-STUDENTS; MODERATING ROLE; SHOPPING VALUE; EMOTIONS; Hospitality, Leisure, Sport & Tourism

    Abstract

    The purposes of this study were (1) to examine the impact of environmental and non-environmental cues on patrons' emotional responses and (2) to examine the influence of emotions on patrons' behavioral intentions, as moderated by motivational orientation and hedonism. Based on a thorough literature review, 11 theoretical hypotheses were proposed and a structural model was developed. The model was then tested using data collected from 379 actual luxury restaurant patrons residing in the United States. According to the results of data analysis, it was revealed that both environmental and non-environmental cues induce patrons' arousal in the luxury restaurant setting; however, environmental cues have a stronger impact on arousal than do non-environmental cues. More importantly, among the various environmental cues, ambient conditions were found to be the most powerful element that drives patrons' arousal. Data analysis also revealed the positive effect of arousal on pleasure and the positive effect of pleasure on behavioral intentions. Thus, it can be interpreted that arousal is a required condition in inducing patrons' pleasure. The moderating roles of motivational orientation and hedonism were also supported. Theoretical and practical implications based on the findings are discussed in the latter part of the study. (C) 2014 Elsevier Ltd. All rights reserved.

    Journal Title

    International Journal of Hospitality Management

    Volume

    39

    Publication Date

    1-1-2014

    Document Type

    Article

    Language

    English

    First Page

    57

    Last Page

    70

    WOS Identifier

    WOS:000336465500008

    ISSN

    0278-4319

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