The Impact of Hotel Room Colors on Affective Responses, Attitude, and Booking Intention

Drawing on color psychology, two scenario-based experiments were conducted to investigate how hotel room colors affect consumer's affective responses, attitude, and booking intention. The moderating effects of trip purpose and consumer characteristic (environmental consciousness) were also examined. In Study 1, consumers demonstrated more positive attitude and higher booking intention for a hotel room that featured the cool color scheme than a room that featured the warm color scheme. Meanwhile, feeling of pleasure mediated the effect of hotel room color on booking intention. In Study 2, we found that consumers who are more environmental conscious demonstrated more positive attitude and higher booking intention for a hotel room featuring the green color than a room featuring the red color. Implications and future research are discussed.

Automated summary

Drawing on color psychology, two scenario-based experiments were conducted to investigate the impact of hotel room colors on consumer's affective responses, attitude, and booking intention. The moderating effects of trip purpose and consumer characteristic (environmental consciousness) were also examined. Results showed that consumers had a more positive attitude and higher booking intention for hotel rooms with a cool color scheme. Additionally, consumers with higher environmental consciousness exhibited more positive attitude and higher booking intention for hotel rooms featuring the green color.