<p>This study explored the role of idiosyncratic service experience by redefining the wow experience in the context of boutique hotels. Despite the expansion of the boutique hotel segment, which seeks to provide a unique and singular experience, in the lodging industry and the growing popularity of pursuing novel experiences among Millennial consumers, the role of idiosyncratic experience in consumer behavior has not been explored. This left the potential antecedents and consequents of idiosyncratic hotel stay experience—and its role in consumer’s decision-making process—unknown. In this study, a consumer’s perception of a hotel stay experience, which is unusual in an interesting and surprising way, is coined as the perceived quirky experience (PQE). Utilizing the Mehrabian-Russel model, the relationship among boutique hotel service quality aspects, motives and barriers, PQE, and behavior intentions were examined. The consumer decision-making process is expected to be influenced by the optimal stimulation level (OSL); thus, the group differences between stimulation avoiders and seekers were also explored. </p>
<p>Methodologically, the current study also seeks to provide a novel approach to amalgamate qualitative and quantitative data. By integrating qualitative analysis of 175,407 TripAdvisor reviews and quantitative analysis of field data (n = 498), topic modeling using an unsupervised machine learning process was performed. Identified keywords were used for aspect-based sentiment analysis and to construct measurement items for the quantitative study stage. Statistical tests were performed using logistic regression and path analysis—and multi-group analysis. The results of this study suggested that boutique hotel-specific service quality aspects have a stronger effect on PQE, and this internal state leads to strong behavioral intentions regardless of temporal differences. The consumer’s stimulation-seeking tendency influenced multiple paths in the consumer’s decision-making process. </p>
<p>This study is the first to explore the role of idiosyncratic service experience in the boutique hotel setting and makes theoretical contributions to understanding consumer behaviors involving the perception of uncommon and interesting experiences. The findings of this study provide practical contributions to boutique hotel developers regarding the relative importance of service quality aspects to create a unique and singular stay experience and also provide hotel and brand managers with insightful marketing implications.</p>
| Identifer | oai:union.ndltd.org:purdue.edu/oai:figshare.com:article/23739609 |
| Date | 25 July 2023 |
| Creators | Yongwook Ju (16642221) |
| Source Sets | Purdue University |
| Detected Language | English |
| Type | Text, Thesis |
| Rights | CC BY 4.0 |
| Relation | https://figshare.com/articles/thesis/EXPLORING_THE_ROLE_OF_IDIOSYNCRATIC_SERVICE_EXPERIENCE_EVIDENCE_FROM_BOUTIQUE_HOTELS/23739609 |
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