Optimizing Digital Engagement in Hotels: Analyzing Cross-cultural Fulfillment of Guest Needs
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Abstract
Purpose: This study explores the mediating role of social integrative needs between psychological desires—affective, cognitive, and tension-free needs—and personal identity development within the hotel guest experience. It addresses a gap in the existing literature on the complex relations between these factors in the context of hospitality. Research design, data, and methodology: The research is grounded in the Uses and Gratifications Theory and employs Structural Equation Modeling to examine the relations among these constructs across various demographic groups. The study aims to identify cross-cultural differences in how guest experiences are enhanced. Results: The findings emphasize the significance of affective needs in strengthening both social and personal integrative needs, highlighting emotional engagement’s value in digital marketing. However, cognitive needs did not significantly affect personal integrative needs, indicating that information alone may not drive personal identity formation. Additionally, while tension-free needs positively influenced social integration, the anticipated mediating effect of social integrative needs was not confirmed. Conclusions: The study calls for a deeper investigation into the complex interplay between psychological desires and digital marketing’s role in guest satisfaction and loyalty, revealing more intricate dynamics than previously understood.
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