Enhancing Customer Experience Design Through Hotel Innovativeness

Responding to constant market changes, hotels incorporate innovativeness into their operations. Focusing on the customer-centric perspective, this study explores the effects of different types of hotel innovativeness on customers' self-pleasing and relaxing experiences, which in turn affect customers' wellbeing and behavioral intentions. Using a self-administered, online survey among a sample of 375 U.S. residents, this study finds that perceived product-related, service-related, and experience-related innovativeness positively affect customers' self-pleasing and relaxing experiences while perceived promotion-related innovativeness negatively affects customers' self-pleasing and relaxing experiences. Both self-pleasing and relaxing experiences positively affect customers' wellbeing and behavioral intentions. Results of this study expand theoretical contributions of innovativeness into experience design and provide an effective innovativeness strategy in the hotel context.