Since COVID-19, people appreciate fully immersing themselves in nature. Bringing elements of nature into service spaces has been an important concern for marketers. Yet, there have been only a few studies addressing the impact of natural and biophilic aspects within servicescapes. This study investigated the effect of biophilic design on experiential values such as esthetics, escapism, economic value, and attitude toward hotels and the role of the hotel segment and its environmental beliefs regarding green behavior on the relationships. The results indicated that in a luxury hotel setting, the biophilic design engendered better esthetic perceptions, escapism, economic value, and attitude toward the hotel. At a midscale hotel, a non-biophilic design induced higher experiential values. In addition, customers’ environmental beliefs had significant effects on experiential values. Results provided practical suggestions for hotel managers, marketers, and interior designers on how biophilic servicescapes can enhance a hotel’s marketing effectiveness.
AkbabaA. (2006). Measuring service quality in the hotel industry: A study in a business hotel in Turkey. International Journal of Hospitality Management, 25(2), 170–192.
2.
AlfakhriD.HarnessD.NicholsonJ.HarnessT. (2018). The role of aesthetics and design in hotelscape: A phenomenological investigation of cosmopolitan consumers. Journal of Business Research, 85, 523–531.
3.
ApaolazaV.HartmannP.Fernández-RobinC.YáñezD. (2020). Natural plants in hospitality servicescapes: The role of perceived aesthetic value. International Journal of Contemporary Hospitality Management, 32(2), 665–682.
4.
BakerJ.ParasuramanA.GrewalD.VossG. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120–141.
5.
BagozziR. P.YiY. (1988). On the evaluation of structural equation models. Journal of The Academy of Marketing Science, 16(1), 74–94.
6.
BagozziR. P.YiY.PhillipsL. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36(3), 421–458.
7.
BiswasD. (2019). Sensory aspects of retailing: Theoretical and practical implications. Journal of Retailing, 95(4), 111–115.
8.
BitnerM. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71.
9.
BreazealeM.PonderN. (2013). Get the picture? Visual servicescapes and self-image congruity. Journal of Business Research, 66(7), 839–846.
10.
BrengmanM.WillemsK.JoyeY. (2012). The impact of in-store greenery on customers. Psychology & Marketing, 29(11), 807–821.
11.
BrothertonB. (2004). Critical success factors in UK budget hotel operations. International Journal of Operations & Production Management, 24(9), 944–969.
12.
CaiG.XuL.GaoW. (2021). The green B&B promotion strategies for tourist loyalty: Surveying the restart of Chinese national holiday travel after COVID-19. International Journal of Hospitality Management, 94, Article 102704.
13.
ChemeroA. (2003). An outline of a theory of affordances. Ecological Psychology, 15, 181–195.
14.
ChenC. C.HuangW. J.PetrickJ. F. (2016). Holiday recovery experiences, tourism satisfaction and life satisfaction—Is there a relationship?Tourism Management, 53, 140–147.
15.
ChoiH.KandampullyJ. (2019). The effect of atmosphere on customer engagement in upscale hotels: An application of S-O-R paradigm. International Journal of Hospitality Management, 77, 40–50.
16.
CohenE. (1979). Rethinking the sociology of tourism. Annals of Tourism Research, 6(1), 18–35.
17.
CountrymanC. C.JangS. (2006). The effects of atmospheric elements on customer impression: The case of hotel lobbies. International Journal of Contemporary Hospitality Management, 18(7), 534–545.
18.
CrickA. P.SpencerA. (2011). Hospitality quality: New directions and new challenges. International Journal of Contemporary Hospitality Management, 23(4), 463–478.
19.
DedeogluB. B.BilgihanA.YeB. H.BuonincontriP.OkumusF. (2018). The impact of servicescape on hedonic value and behavioral intentions: The importance of previous experience. International Journal of Hospitality Management, 72, 10–20.
20.
DíazE.KoutraC. (2013). Evaluation of the persuasive features of hotel chains websites: A latent class segmentation analysis. International Journal of Hospitality Management, 34, 338–347.
21.
EastmanJ. K.IyerR.DekhiliS. (2021). Can luxury attitudes impact sustainability? The role of desire for unique products, culture, and brand self-congruence. Psychology & Marketing, 38(11), 1881–1894.
22.
FiorentinoA. (1995). Budget hotels: Not just minor hospitality products. Tourism Management, 16(6), 455–462.
23.
FornellC.LarckerD. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382–388. https://doi.org/10.1177/002224378101800313
24.
GibsonJ. J. (2014). The ecological approach to visual perception: Classic edition. Psychology Press.
25.
GiffordR.NilssonA. (2014). Personal and social factors that influence pro-environmental concern and behaviour: A review. International Journal of Psychology, 49(3), 141–157.
26.
GillisK.GaterslebenB. (2015). A review of psychological literature on the health and wellbeing benefits of biophilic design. Buildings, 5(3), 948–963.
27.
GuptaA.DashS.MishraA. (2019). All that glitters is not green: Creating trustworthy ecofriendly services at green hotels. Tourism Management, 70, 155–169.
28.
HairJ. F.BlackW. C.BabinB. J.AndersonR. E.TathamR. L. (2006). Multivariate data analysis. Pearson.
29.
HanH.LeeJ. S.KooB. (2021). Impact of green atmospherics on guest and employee well-being response, place dependence, and behavior in the luxury hotel sector. Journal of Sustainable Tourism, 29(10), 1613–1634.
30.
HanH.RyuK. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487–510.
31.
HauserD. J.SchwarzN. (2016). Attentive Turkers: MTurk participants perform better on online attention checks than do subject pool participants. Behavior Research Methods, 48(1), 400–407.
32.
HeftH. (1989). Affordances and the body: An intentional analysis of Gibson’s ecological approach to visual perception. Journal for the Theory of Social Behaviour, 19(1), 1–30.
33.
HeoC. Y.HyunS. S. (2015). Do luxury room amenities affect guests’ willingness to pay?International Journal of Hospitality Management, 46, 161–168.
34.
JaniD.HanH. (2014). Personality, satisfaction, image, ambience, and loyalty: Testing their relationships in the hotel industry. International Journal of Hospitality Management, 37, 11–20.
35.
KangK. H.SteinL.HeoC. Y.LeeS. (2012). Consumers’ willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management, 31(2), 564-572.
36.
KapfererJ. N. (2010). All that glitters is not green: The challenge of sustainable luxury. European Business Review, 2, 40–45.
37.
KaplanS.BermanM. G. (2010). Directed attention as a common resource for executive functioning and self-regulation. Perspectives on Psychological Science, 5(1), 43–57.
38.
KellertS. R.HeerwagenJ.MadorM. (2011). Biophilic design: The theory, science and practice of bringing buildings to life. John Wiley & Sons.
39.
KellertS. R.WilsonE. O. (Eds.). (1993). The biophilia hypothesis. Island press.
40.
KimS.KimJ.LeeJ. C.ParkJ. (2022). Threat-induced sustainability: How Covid-19 has affected sustainable behavioral intention and sustainable hotel brand choice. Journal of Hospitality & Tourism Research. https://doi.org/10.1177/10963480221116060
41.
KnutsonB.StevensP.PattonM.ThompsonC. (1993). Consumers’ expectations for service quality in economy, mid-price and luxury hotels. Journal of Hospitality & Leisure Marketing, 1(2), 27–43.
42.
KreidlerN. B.Joseph-MathewsS. (2009). How green should you go? Understanding the role of green atmospherics in service environment evaluations. International Journal of Culture, Tourism and Hospitality Research, 3(3), 228–245.
43.
KrishnaA.CianL.AydınoğluN. Z. (2017). Sensory aspects of package design. Journal of Retailing, 93(1), 43–54.
44.
KrishnaA.CianL.SokolovaT. (2016). The power of sensory marketing in advertising. Current Opinion in Psychology, 10, 142–147.
45.
KumarD. S.PuraniK.ViswanathanS. A. (2020). The indirect experience of nature: Biomorphic design forms in servicescapes. Journal of Services Marketing, 34(6), 847–867.
46.
LeeS. A. (2020). Investigating the importance of positive hotel design. International Journal of Hospitality Management, 88, Article 102523.
47.
LeeS. H. (2019). Effects of biophilic design on consumer responses in the lodging industry. International Journal of Hospitality Management, 83, 141–150.
48.
LeeS.ChuangN. K. (2022). Applying expanded servicescape to the hotel industry. Journal of Hospitality & Tourism Research, 46(4), 771–796.
49.
LinI. Y. (2004). Evaluating a servicescape: The effect of cognition and emotion. International Journal of hospitality management, 23(2), 163–178.
50.
LinI. Y. (2016). Effects of visual servicescape aesthetics comprehension and appreciation on consumer experience. Journal of Services Marketing, 30(7), 692–712.
51.
LineN. D.HanksL. (2016). The effects of environmental and luxury beliefs on intention to patronize green hotels: The moderating effect of destination image. Journal of Sustainable Tourism, 24(6), 904–925.
52.
MathwickC.MalhotraN.RigdonE. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment☆. Journal of Retailing, 77(1), 39–56.
53.
MattilaA. (1999). Consumer’s value judgments: How business travelers as evaluate luxury-hotel services. Cornell Hotel and Restaurant Administration Quarterly, 40(1), 40–46.
54.
MehrabianA.RussellJ. A. (1974). An approach to environmental psychology. MIT Press.
55.
MiaoL.WeiW. (2013). Consumers’ pro-environmental behavior and the underlying motivations: A comparison between household and hotel settings. International Journal of Hospitality Management, 32, 102–112.
NanuL.AliF.BerezinaK.CobanogluC. (2020). The effect of hotel lobby design on booking intentions: An intergenerational examination. International Journal of Hospitality Management, 89, Article 102530.
59.
NilssonE.BallantyneD. (2014). Reexamining the place of servicescape in marketing: A service-dominant logic perspective. Journal of Services Marketing, 28(5), 374–379.
PettyR. E.CacioppoJ. T.GoldmanR. (1981). Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology, 41(5), 847.
62.
PineB. J.GilmoreJ. H. (1998). Welcome to the experience economy. Harvard Business Review. July-August, 97–105.
63.
PolonskyM. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12), 1311–1319.
64.
PullmanM. E.RobsonS. K. (2007). Visual methods: Using photographs to capture customers’ experience with design. Cornell Hotel and Restaurant Administration Quarterly, 48(2), 121–144.
65.
PuraniK.KumarD. S. (2018). Exploring restorative potential of biophilic servicescapes. Journal of Services Marketing, 32(4), 414–429.
RauchD. A.CollinsM. D.NaleR. D.BarrP. B. (2015). Measuring service quality in mid-scale hotels. International Journal of Contemporary Hospitality Management, 27(1), 87–106.
68.
RenshawJ. A.FinlayJ. E.TyfaD.WardR. D. (2004). Understanding visual influence in graph design through temporal and spatial eye movement characteristics. Interacting With Computers, 16(3), 557–578.
69.
RosenbaumM. S.MassiahC. (2011). An expanded servicescape perspective. Journal of Service Management, 22(4), 471–490.
70.
RosenbaumM. S.RamirezG. C.CaminoJ. R. (2018). A dose of nature and shopping: The restorative potential of biophilic lifestyle center designs. Journal of Retailing and Consumer Services, 40, 66–73.
71.
SongC.AliF.CobanogluC.NanuL.LeeS. H. J. (2022). The effect of biophilic design on customer’s subjective well-being in the hotel lobbies. Journal of Hospitality and Tourism Management, 52, 264–274.
72.
SpearsN.SinghS. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66.
73.
StampsA. EIII. (1990). Use of photographs to simulate environments: A meta-analysis. Perceptual and Motor Skills, 71(3), 907–913.
74.
Smith Travel Research. (2021). Post-covid research opportunities & insights. https://str.com/
75.
SuN.ReynoldsD. (2019). Categorical differences of hotel brand personality: Identifying competition across hotel categories. International Journal of Contemporary Hospitality Management, 31(4), 1801–1818.
TaheriB.CoelhoF. J.SousaC. M. P.EvanschitzkyH. (2017). Mood regulation, customer participation, and customer value creation in hospitality services. International Journal of Contemporary Hospitality Management, 29(12), 3063–3081.
78.
TanfordS.RaabC.KimY. S. (2012). Determinants of customer loyalty and purchasing behavior for full-service and limited-service hotels. International Journal of Hospitality Management, 31(2), 319–328.
79.
TantanatewinW.InkarojritV. (2016). Effects of color and lighting on retail impression and identity. Journal of Environmental Psychology, 46, 197–205.
80.
TifferetS.Vilnai-YavetzI. (2017). Phytophilia and service atmospherics: The effect of indoor plants on consumers. Environment and Behavior, 49(7), 814–844.
81.
TomejK.XiangZ. (2020). Affordances for tourism service design. Annals of Tourism Research, 85, Article 103029.
82.
TownsendC.SoodS. (2012). Self-affirmation through the choice of highly aesthetic products. Journal of Consumer Research, 39(2), 415–428.
VujcicM.Tomicevic-DubljevicJ.GrbicM.Lecic-TosevskiD.VukovicO.ToskovicO. (2017). Nature based solution for improving mental health and well-being in urban areas. Environmental Research, 158, 385–392.
85.
WakefieldK. L.BlodgettJ. G. (1996). The effect of the servicescape on customers’ behavioral intentions in leisure service settings. Journal of Services Marketing, 10(6), 45–61.
86.
WolfK. L. (2005). Business district streetscapes, trees, and consumer response. Journal of Forestry, 103(8), 396–400.
87.
ZikmundW. G.BabinB. J.CarrJ. C.GriffinM. (2013). Business research methods. Cengage Learning.
Supplementary Material
Please find the following supplemental material available below.
For Open Access articles published under a Creative Commons License, all supplemental material carries the same license as the article it is associated with.
For non-Open Access articles published, all supplemental material carries a non-exclusive license, and permission requests for re-use of supplemental material or any part of supplemental material shall be sent directly to the copyright owner as specified in the copyright notice associated with the article.
