The impact of Experienscape and Extending the Theory of Planned Behavior on Consumers' Purchase Intentions

Consumers typically choose hotel accommodations for various reasons, with travel being a primary consideration. Moreover, consumers tend to lean towards selecting hotels (brand awareness) where they have had past experiences and positive impressions, leading to repeat purchases and stays. Other elements relevant to the study context were identified by an extensive literature review. This study aims to provide a theoretical framework for understanding how consumer willingness to stay in hotels is formed. Incorporating the Experienscape concept in the Theory of Planned Behavior (TPB) and considering the Brand awareness, the research seeks to elucidate the factors influencing consumer decisions and intentions regarding hotel stays. Data was collected from hotel guests in Taiwan (n=143). Structural equation modeling (PLS-SEM 4.0) were conducted to test the hypothesized relationships among variables assess reliability and validity. The results also indicate the significant role of defined experiential scenarios in generating intentions and confirm the mediating role of the study variables. Theoretical and practical implications are discussed.