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April 10, 2026Consumer Behavior in Tourism and Hospitality

The impact of perceived restaurant spatial design on word-of-mouth: a decision tree approach

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Authors

JLJinha LeeCSChristina Soyoung SongSLSoo Hee Lee

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Overview

Interdisciplinary study investigates spatial design elements influencing positive word of mouth in customers, suggesting actionable insights for hospitality.

Key Points

  • The study investigates elements of restaurant spatial design that influence customer experience and word-of-mouth intentions.
  • Developed a conceptual framework integrating spatial design theory and hospitality research.
  • Utilized a decision tree algorithm to analyze the impact of various design factors.
  • Tested eight factors to identify their influence on customers' intentions to share positive feedback.
  • Identified gratification as the most influential factor in predicting positive word of mouth.
  • Aesthetics followed as the second most important factor influencing recommendations.
  • Distinguished customers with high and low intentions to recommend based on these factors.

Cite This Study

Lee et al. (2026) studied this question.

synapsesocial.com/papers/69d8946e6c1944d70ce05550https://doi.org/10.1108/cbth-04-2025-0099
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