Abstract
ABSTRACT Drawing on color psychology, two scenario-based experiments were conducted to investigate how hotel room colors affect consumer’s affective responses, attitude, and booking intention. The moderating effects of trip purpose and consumer characteristic (environmental consciousness) were also examined. In Study 1, consumers demonstrated more positive attitude and higher booking intention for a hotel room that featured the cool color scheme than a room that featured the warm color scheme. Meanwhile, feeling of pleasure mediated the effect of hotel room color on booking intention. In Study 2, we found that consumers who are more environmental conscious demonstrated more positive attitude and higher booking intention for a hotel room featuring the green color than a room featuring the red color. Implications and future research are discussed.
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