Abstract

ABSTRACT This study attempts to develop a comprehensive understanding of consumer needs of guest room design in the context of five-star hotels in China. Applying the Kano model and SOR framework, four studies were conducted, namely, a user-generated content (UGC) based semantic association analysis (N = 13,942), in-depth interviews with hotel designers (N = 20), affinity diagrams (N = 4) and online guest surveys using the Kano questionnaire (N = 1,220). The findings of these studies indicate that a hotel room design evaluation must include comfort, convenience, function, and gratification. The Kano model revealed that functional and dysfunctional factors impact customers’ levels of satisfaction differently. In addition, guests’ satisfaction with guest rooms is also influenced by their travel purposes. The mixed-methods approach revealed both explicit and implicit room needs from the perspectives of guests, hotel designers, and management, which can help managers focus more on the neglected demands of customers and has implications for innovative room design in five-star hotels.

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