Notes

The Effects of Atmosphere on Perceived Values and Customer Satisfaction toward the Theme Hotel: The Moderating Role of Green Practice Perception
1. Lack of Direct Link to Customer Loyalty:
One significant gap in the research is the absence of a direct examination of how customer satisfaction and perceived value influence loyalty to theme hotels. While the study establishes relationships among these variables, it does not provide evidence or analysis linking satisfaction and perceived value directly to customer loyalty outcomes.
2. Limited Scope of Green Practices:
Although the article discusses green practices as a moderating factor, it does not delve deeply into specific types of green initiatives that might resonate more with customers. A more detailed exploration of which sustainability practices are most effective could enhance the findings.
3. Demographic Variability:
The research could benefit from a broader demographic analysis. Different customer segments may respond differently to atmospheric cues and green practices, and understanding these variations could provide more tailored insights for hotel management.
4. Qualitative Insights:
The study primarily relies on quantitative methods, which may overlook nuanced customer experiences and perceptions. Incorporating qualitative research methods, such as interviews or focus groups, could provide deeper insights into how customers perceive atmospherics and sustainability in theme hotels.
5. Longitudinal Study Design:
A cross-sectional approach limits understanding of how perceptions and satisfaction evolve over time. A longitudinal study could reveal trends in customer satisfaction and loyalty related to changing atmospheric elements or green practices.
6. Contextual Factors:
The impact of external factors, such as economic conditions or competitive landscape changes (e.g., post-COVID-19 recovery), on customer perceptions and behaviors is not addressed. Including these contextual elements could enrich the analysis.

By addressing these gaps, future research could provide a more comprehensive understanding of the dynamics at play in customer experiences within theme hotels, particularly regarding loyalty outcomes linked to satisfaction and perceived value.