The Impact of Evaluation and Recollection on Smoke-free Hotel Accommodation Experience

Abstract

It is shown by studies prior that smoke-free hotel accommodation destinations should have the edge over their rivals via offering impressive and unforgettable value to consumers. There is an increasing number of customers who hope to enjoy experiential service when traveling. Studies are scant in investigating the extent to which the experiential value has an impact on positive behavioral intention in customers’ cognitive appraisals. This paper, therefore, applied the cognitive appraisal theory (CAT) and script theory to explore the determining factors of customers’ affective responses and the impact of these enticed affections on recollection and consequent behavior. Results of this research elucidate the influence exerted by the experiential value of “pleasure” on behavior. This paper also contributes to the practical implication, helping marketers through an explicit direction for triggering positive emotions of tourists.