English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Tools annual

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Presents the access of premium content as premium feature

Premium Content

Global: Zendy Plus annual

Global: Zendy Free Plan

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.

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