Atmospheric Elements and Personality: Impact on Hotel Lobby Impressions
World Applied Sciences Journal 15 (6): 785-792, 2011
8 Pages Posted: 30 Nov 2013 Last revised: 17 Jan 2014
Date Written: November 28, 2013
This study identifies the underlying atmospheric elements of hotel lobbies that influence a customer's impression and examines the influence of "openness" as one of the personality traits on customer's impression in Convention and Boutique hotels. A scenario approach was used to collect the data whereby photographs of the hotel lobbies were shown to Indonesian and Malaysian respondents who had experienced hotel stay. The results show that "Lighting" dimension is the most influential factor on lobby impression for both Convention and Boutique hotels. Besides "style" was found as the lowest considered dimension in Convention Hotels, whereas "style" and "colors" were found as the lowest dimensions in Boutique Hotels. The overall lobby impression of Boutique Hotels was found to be higher than that of Convention Hotels. The results also show that Openness as a personality trait has a low positive influence on customer's lobby impression. The findings of this study highlight the importance of hotel design features. Since "lighting" dimension is found to be such an important dimension for both hotel types, the designers of these two kinds of hotels should highlight this dimension to attract the customers. Limitations of this study, its implications and future research directions are highlighted.
Keywords: Atmospherics, Hotel lobby, Servicescape, Personality type
JEL Classification: M54
Suggested Citation: Suggested Citation