Application of Hedonic and Utilitarian Values’ Orientations in Predicting Satisfaction and Behavioural Intention in the Lodging Milieu

Abstract

The view of the hospitality industry as a vital element within the service environment has been the dominant approach in the field of tourism studies, particularly lodging development, which was restricted to the bigger cities in South Africa. Huge inroads are now made to the big metros and smaller cities of the country. This study examines the influence of hedonic and utilitarian values on outcome and process service quality satisfaction, while also examining the influence of outcome and process quality satisfaction on patrons’ future intentions towards revisiting the lodges. A literature review on study constructs was conducted and a conceptual model was proposed with hypotheses formulated. The proposed study model was assessed employing structural equation modelling (SEM) with data collected from 285 lodging visitors. Four of the six hypothesised relationships were supported in the estimated structural model. The relationship between utilitarian value and outcome quality satisfaction and the relationship between outcome quality satisfaction and behavioural intentions were not supported. The study offers essential theoretical contributions, as it presents scholars and researchers valuable information in examining and developing interrelated theories. Furthermore, the study provides practical implications to lodge managers and the hospitality industry as to how to improve operative strategies to increase continued lodging visitors’ patronage levels.

Keywords

• hedonic value
• utilitarian value
• outcome quality satisfaction
• process quality satisfaction
• behavioural intention