Effects of Vibrant vs. Tranquil Sensory Design in High-End Luxury Hotels : -The Moderating Role of Extraversion?Introversion- = 고급 럭셔리 호텔의 활력형 및 차분형 감각디자인 효과 - 외향성?내향성의 조절효과-

다국어 초록 (Multilingual Abstract)

The modern luxury hospitality industry has evolved from emphasizing material opulence to creating emotional resonance through carefully orchestrated multisensory experiences. High-end luxury hotels increasingly compete by integrating sight, sound, scent, and touch to evoke psychological comfort and a sense of exclusivity. However, an overly vibrant sensory environment may induce fatigue and cognitive strain, whereas an overly tranquil environment can lead to emotional detachment and diminished engagement. Grounded in the Stimulus–Organism–Response （S–O–R） framework and extended through Trait Activation Theory （TAT）, this study examines how contrasting sensory design levels, vibrant sensory design, and tranquil sensory design, affect emotional comfort, guest satisfaction, and revisit intention, and how these relationships are moderated by personality traits, specifically extraversion and introversion. Emotional comfort is conceptualized as an affective state of balance and harmony through which environmental stimuli are translated into evaluative and behavioral outcomes. To empirically test this framework, an experimental design was employed using AI-generated 30-second hotel-room videos depicting two contrasting conditions: a vibrant sensory suite and a tranquil sensory suite. Data were collected from 180 valid participants recruited via Prolific Academic. Analyses were conducted using SPSS 29, AMOS 28, and PROCESS Macro, including confirmatory factor analysis （CFA）, two-way ANOVA, and moderated serial mediation analysis. The results indicate that sensory design level and personality traits interact significantly in influencing emotional comfort. Emotional comfort positively affects guest satisfaction, which in turn predicts revisit intention. Extraverted guests experience greater comfort under vibrant sensory design conditions, whereas introverted guests report higher comfort under tranquil sensory design environments. Emotional comfort and satisfaction serially mediate the relationship between sensory design and revisit intention, confirming the hypothesized moderated serial mediation model. The findings provide theoretical evidence that integrating sensory design with personality-based approaches enhances understanding of guest experiences in luxury hotels. The study identifies emotional comfort as a psychological mechanism linking sensory design with satisfaction and behavioral intention. Practically, the findings offer guidance for designing personality-based sensory environments that foster greater guest satisfaction and revisit intention.

목차 (Table of Contents)

• I. INTRODUCTION 1
• 1. Background of the Study 1
• 2. Problem Statement 5
• 3. Purpose of the study 7
• 4. Significance of the study 8
• 5. Organization of the study 9
• II. LITERATURE REVIEW 12
• 1. Theoretical Foundations 12
• 1) S-O-R Model (Stimulus–Organism–Response) 13
• 2) Trait Activation Theory 16
• 3) Summary of Theoretical Integration 18
• 2. Sensory Experience in Luxury Hospitality 21
• 3. Vibrant and Tranquil Sensory Design 25
• 1) Vibrant Sensory Design 26
• 2) Tranquil Sensory Design 29
• 3) Individual Differences and Sensory Thresholds 31
• 4. Extraversion–Introversion and Sensory Response 33
• 1) Trait Activation and Arousal Dynamics 34
• 2) Moderating Role of Personality 35
• 5. Emotional Comfort 37
• 1) Conceptualization of Emotional Comfort 38
• 2) Emotional Comfort in Guest Experience 39
• 6. Guest Satisfaction 43
• 1) Conceptual Foundations 43
• 2) Guest Satisfaction within the S–O–R Model 45
• 3) Satisfaction as a Sequential Mechanism 47
• 7. Revisit Intention 49
• III. RESEARCH MODEL AND HYPOTHESES 52
• 1. Research Hypotheses 52
• 1) Overview of Theoretical Foundations 52
• 2) Moderating Effect of Personality Traits 53
• 3) Emotional Comfort and Guest Satisfaction 57
• 4) Satisfaction and Revisit Intention 60
• 5) Sequential Mediation Model 63
• 2. Research Model 67
• IV. METHODOLOGY 71
• 1. Research Design 71
• 2. Pre-Test 73
• 3. Main Study Participants and Procedure 76
• 4. Measures 77
• V. RESULTS 81
• 1. Sample Characteristics 81
• 2. Manipulation and Realism Check 83
• 3. Measurement Model Validation 84
• 1) Confirmatory Factor Analysis (CFA) 84
• 2) Reliability 87
• 3) Convergent Validity 88
• 4) Descriptive Statistics, Correlations, and Discriminant Validity 89
• 4. Hypothesis Tests 91
• VI. DISCUSSION 100
• 1. Summary of Key Findings 100
• 2. Discussion on Findings 103
• 3. Implications 107
• 1) Theoretical Implications 107
• 2) Practical Implications 112
• 4. Limitations and Future Research 117
• 1) Limitations of the Study 117
• 2) Future Research Directions 119
• REFERENCES 122
• APPENDIX: SURVEY QUESTIONNAIRE 147
• 국문초록 157