Influence of Physical Environment of a Hotel Lobby on Brand Prestige, Social Value, Brand Attachment, and Brand Loyalty

다국어 초록 (Multilingual Abstract)

The aim of this research was to examine the role of physical environment of a hotel lobby. More specifically,based on the existing theoretical background, it was proposed that physical environment of a hotel lobby forms brandprestige, thus influencing social value, brand attachment, and brand loyalty. In addition, during this process, brandconsciousness was proposed as a moderator. Consequently, 10 theoretical hypotheses were proposed andconsolidated into a theoretical structural model. The proposed theoretical relationships were tested by using theempirical data collected from 180 hotel guests. Data analysis results indicated that physical environment of a hotellobby (e.g., style, layout, colors, and lighting) significantly affects brand prestige, which leads social value, brandattachment, and brand loyalty. In addition, the moderating role of brand consciousness was revealed in therelationship between brand prestige and social value. Study results provide some meaningful managerialimplications for hotel managers in developing a marketing strategy.