The Hedonic Value of Hospitality Consumption: Evidence From Spring Break Experiences

Many hospitality products and services are hedonically driven consumption. However, the hedonic value of the hospitality consumption-that is, how much pleasure, utility or enjoyment a consumption experience can bring-is not thoroughly understood. This study examines the hedonic aspect of a hospitality consumption experience at its preconsumption, consumption, and postconsumption phases. Results from a repeated-measure, quasiexperimental study about spring break experiences show that the perceived hedonic value (predicted, experienced, and remembered) of a hospitality consumption experience is dynamic over the course of the experience. Specifically, predicted hedonic value is largely a function of temporal distance to a hospitality experience and demonstrates an upward pattern as the date draws near. Results also reveal that the experienced hedonic value is the lowest among the hedonic value ratings captured at seven different points of time over the course of the total consumption experience. Furthermore, the remembered hedonic value is higher than the experienced hedonic value immediately after the consumption, but declines over time. The findings of this research bear theoretical and practical implications for customer experience management and experiential purchase in the hospitality context.