The impact of servicescape on hedonic value and behavioral intentions: The importance of previous experience

The purpose of this study is to examine the multi-dimensional structure of the hotel servicescape to understand its impact on customer's behavioral intentions through multi-dimensional perceived hedonic value. Data was collected from hotel guests in Turkey. Structural equation modeling (SEM) and multiple group analyses were conducted to test the hypothesized relationships among variables. The proposed research model was largely supported, and the moderating role of previous experience on this model was confirmed. Substantive staging of servicescape was found to be a more important premise for hedonic value perceptions of first-time tourists whereas emotional value is a more effective premise for re-visiting intentions of repeating visitors. In addition, novelty value perceptions were more determinative for behavioral intentions of first-time tourists. Based on the study results, this study offers specific theoretical and practical implications.