Impact of warm ambient color on reservation intention: The case of hotel rooms
Color is one of the atmospheric dimensions explored within the framework of sensory marketing. Previous studies have primarily examined its effects based on research in psychology. However, it appears that few studies have been conducted specifically in the hotel context, a particularly competitive...
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| Format: | Article |
| Language: | English |
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Moroccan Association for Applied Science and Innovation
2025-05-01
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| Series: | Moroccan Journal of Quantitative and Qualitative Research |
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| Online Access: | https://revues.imist.ma/index.php/MJQR/article/view/57264 |
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| _version_ | 1849689590748676096 |
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| author | kawtar oubdi Mustapha ASBAI Zineb Ouazzani Touhami |
| author_facet | kawtar oubdi Mustapha ASBAI Zineb Ouazzani Touhami |
| author_sort | kawtar oubdi |
| collection | DOAJ |
| description |
Color is one of the atmospheric dimensions explored within the framework of sensory marketing. Previous studies have primarily examined its effects based on research in psychology. However, it appears that few studies have been conducted specifically in the hotel context, a particularly competitive sector where meeting customer expectations regarding well-being is essential. Moreover, existing studies are generally inspired by the S-O-R model, one of the main limitations of which is the neglect of moderating variables.The objective of this article is to propose a more comprehensive conceptual model, contributing to the enrichment of the existing literature, while emphasizing, on the one hand, its theoretical contribution, and, on the other hand, the crucial importance for practitioners and hotel owners to make an informed and strategic choice regarding the dominant color of the rooms.
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| format | Article |
| id | doaj-art-2b7344875bec42588b3bc8566898d650 |
| institution | DOAJ |
| issn | 2665-8623 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | Moroccan Association for Applied Science and Innovation |
| record_format | Article |
| series | Moroccan Journal of Quantitative and Qualitative Research |
| spelling | doaj-art-2b7344875bec42588b3bc8566898d6502025-08-20T03:21:34ZengMoroccan Association for Applied Science and InnovationMoroccan Journal of Quantitative and Qualitative Research2665-86232025-05-017310.48379/IMIST.PRSM/mjqr-v7i3.57264Impact of warm ambient color on reservation intention: The case of hotel roomskawtar oubdi0Mustapha ASBAIZineb Ouazzani TouhamiMohammed V University Color is one of the atmospheric dimensions explored within the framework of sensory marketing. Previous studies have primarily examined its effects based on research in psychology. However, it appears that few studies have been conducted specifically in the hotel context, a particularly competitive sector where meeting customer expectations regarding well-being is essential. Moreover, existing studies are generally inspired by the S-O-R model, one of the main limitations of which is the neglect of moderating variables.The objective of this article is to propose a more comprehensive conceptual model, contributing to the enrichment of the existing literature, while emphasizing, on the one hand, its theoretical contribution, and, on the other hand, the crucial importance for practitioners and hotel owners to make an informed and strategic choice regarding the dominant color of the rooms. https://revues.imist.ma/index.php/MJQR/article/view/57264color, approach behavior, feeling of activation, booking intention, S-O-R model |
| spellingShingle | kawtar oubdi Mustapha ASBAI Zineb Ouazzani Touhami Impact of warm ambient color on reservation intention: The case of hotel rooms Moroccan Journal of Quantitative and Qualitative Research color, approach behavior, feeling of activation, booking intention, S-O-R model |
| title | Impact of warm ambient color on reservation intention: The case of hotel rooms |
| title_full | Impact of warm ambient color on reservation intention: The case of hotel rooms |
| title_fullStr | Impact of warm ambient color on reservation intention: The case of hotel rooms |
| title_full_unstemmed | Impact of warm ambient color on reservation intention: The case of hotel rooms |
| title_short | Impact of warm ambient color on reservation intention: The case of hotel rooms |
| title_sort | impact of warm ambient color on reservation intention the case of hotel rooms |
| topic | color, approach behavior, feeling of activation, booking intention, S-O-R model |
| url | https://revues.imist.ma/index.php/MJQR/article/view/57264 |
| work_keys_str_mv | AT kawtaroubdi impactofwarmambientcoloronreservationintentionthecaseofhotelrooms AT mustaphaasbai impactofwarmambientcoloronreservationintentionthecaseofhotelrooms AT zinebouazzanitouhami impactofwarmambientcoloronreservationintentionthecaseofhotelrooms |