The Role of Spatial Layout in Shaping Value Perception and Customer Loyalty in Theme Hotels

Despite the acknowledged connection between physical environment and human behavior, the literature often underestimates the crucial role of hotel spatial layout and its relation to other factors in shaping customer loyalty. The layout of theme hotels is often simply considered a general environmental consideration, ignoring its far-reaching impact. This research proposes that guests staying at theme hotels will perceive value when utilizing the layout and appreciate all aspects of hotel facilities. This, in turn, influences their value perception and loyalty to the hotel. To analyze the data, confirmatory factor analysis and path analysis were employed on a sample of 298 individuals who stayed in theme hotels. The findings from these analyses reveal that both the hotel layout and the external environment positively influence guests’ evaluations of the internal environment (R2 = 0.640). Furthermore, the evaluation of the internal environment and layout significantly impacts guests’ perceived values (R2 = 0.517), subsequently shaping their loyalty to the hotel (R2 = 0.370). Perceived value emerges as a vital mediating factor between the layout and customer loyalty. This study presents compelling evidence that spatial layout significantly influences customer loyalty in theme hotels through perceived value, transcending internal and external environmental boundaries.