The Effects of Atmosphere on Perceived Values and Customer Satisfaction toward the Theme Hotel: The Moderating Role of Green Practice Perception

Theme hotels are becoming popular because of their fascinating characteristics, within which, theme that feature green practices have become a niche market in the highly competitive hotel industry. Despite past research demonstrating cognitive image created by exerts strong effects on customers’ favorable reactions, how guest appreciation for affects relationship between atmosphere and satisfaction remains unknown this kind. This investigated influence atmospheric cues perceived value possible shaping customer satisfaction. In total, 267 valid responses from persons with experience were used to test model using confirmatory factor analysis path structural equation model. Results indicate perception positively satisfaction, while mediated The guest’s hotel’s moderated atmospherics Academic managerial implications results, as well limitations directions future research, provided.