The Effect of Hotel Segments and Expected Experience of Hotel Services on Cognitive, Emotional and Behavioral Responses of Hotel Guests with Regard to the Misleading Images on Websites

Subject Areas : Jounal of Marketing Management

kambiz Heidarzadeh ¹ , Kobra Najafi ² , Zahra Kordbagh ³

1 -  Associate Professor, Department of Business Administration, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Ph.D student in Business Administration, Qazvin Unit, Islamic Azad University, Qazvin, Iran
3 - Master of Business Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran

Received: 2019-03-05 Accepted : 2019-05-17 Published : 2017-02-19

Keywords: Behavioral Response, Cognitive Response, Expected Experience of Hotel Services, Hotel Segment, Emotional Response,

Abstract :

This experimental research investigates the effect of hotel segments and expected experience of hotel services on cognitive, emotional and behavioral responses of guests, regarding the misleading images on websites. This study was conducted to compensate for the lack of research into adverse effects of unrealistic images on cognitive, emotional and behavioral responses of guests receiving hotel services and the interactive effect of expected experience and hotel segments on guests’ responses. Findings show that misleading images lead to less trust in luxury hotels compared to economy ones. Luxury hotel guests express more anger and regret and stronger intentions of negative word of mouth about luxury hotels, compared to economy hotel guests. Additionally, these images generate more distrust, anger, regret and intentions of negative WOM among guests with hedonic purposes compared to those with utilitarian purposes. The interaction between luxury hotels and hedonic purposes elicits the strongest cognitive, emotional and behavioral responses.