Abstract
The purpose of this study is to investigate five dimensions of customer-perceived value that may affect potential customers' intention to stay at luxury hotels. An online survey was conducted in August 2021 to collect data from 252 potential customers of luxury hotels in China. Partial least squares-based structural equation modeling was used to analyze data. The results show that financial value, hedonic value, and green value, respectively, have a positive impact on potential customers' intention to stay at luxury hotels. Neither functional value nor symbolic/expressive value is significantly associated with the potential customer's intention to stay at luxury hotels.
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