럭셔리 호텔 속성이 경험 가치, 만족도 및 향후 행동의도에 미치는 영향에 대한 물질주의, 환경 정체성, 개인주의-집단주의 성향, 아동기 사회경제적 지위의 조절효과 = Moderating Effects of Materialism, Environmental Identity, Individualism versus Collectivism, and Childhood Socioeconomic Status (CSS) on the Role of Luxury Hotel Attributes in Explaining Experience Values, Satisfaction, and Future Intention

다국어 초록 (Multilingual Abstract)

Luxury hotel experience value perceptions are shaped by customers’ psychological reaction to a luxury hotel’s attributes. The attributes of luxury hotels are antecedents of experience values and their consequences in terms of satisfaction and loyalty. By creating experience values, hotels can further their customers’ emotional attachment and improve their competitiveness. This study aimed to test the role of moderating factors in a model conceptualizing the consumption of luxury hotel experiences and post-consumption consequences. To achieve this objective, 389 questionnaires from customers who had stayed in luxury hotels within the previous three years were used for data analyses. Structural equation modeling and a series of multigroup analyses were carried out to estimate the effects of factors moderating the relationships among luxury hotel attributes, experience values, satisfaction, attitudinal loyalty, and revisit intentions. The results provided supporting evidence of the moderating effects of environmental identity, materialism, individualism versus collectivism, whereas the hypothesis on childhood socioeconomic status (CSS) was unsupported. The findings contribute to the luxury hospitality experience literature by providing insights into how the interplay between psychological and social factors moderate the interconnectedness of luxury hotel attributes and consumption values, and customers’ psychological reaction to their experience in luxury hotels. An implication of this study is that hotel managers should actively seek to optimize customers’ reaction to hotel attributes and their experience value perceptions, by designing attribute variants that cater to the various psychological traits of their customers.