Type of the article: Research Article
Abstract
This study examines how multisensory experience influences hotel guests’ revisit intention in Ho Chi Minh City, Vietnam, focusing on the mediating roles of perceived value and customer satisfaction. Drawing mainly on the Stimulus–Organism–Response framework and Experience Economy Theory, the study investigates five sensory dimensions – vision, taste, hearing, smell, and touch – as antecedents of guests’ evaluations and behavioral intention. Survey data were collected from 452 guests who had stayed at three- to five-star hotels in Ho Chi Minh City, and the proposed model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that all five sensory dimensions significantly enhance perceived value, with smell (β = 0.227) and vision (β = 0.225) showing the strongest effects, followed by touch (β = 0.187), hearing (β = 0.179), and taste (β = 0.143). However, only taste (β = 0.212) and smell (β = 0.154) have significant direct effects on customer satisfaction. Perceived value significantly increases both satisfaction (β = 0.362) and revisit intention (β = 0.555), while satisfaction also positively affects revisit intention (β = 0.328). Mediation analysis shows that perceived value mediates the effects of all five sensory dimensions on revisit intention, whereas satisfaction mediates only the effects of taste and smell. These findings highlight the value-based pathway through which multisensory hotel experiences foster revisit intention. Practically, hotels should strengthen holistic sensory value while prioritizing culinary quality and ambient scent to enhance satisfaction, guest retention, and long-term competitiveness in urban hospitality markets.
Acknowledgment
The author sincerely thanks all the respondents who participated in the survey. In addition, heartfelt gratitude is extended to all stakeholders for their valuable support and assistance, which made a significant contribution to the completion of this research.