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An Explorative Study on the Impact of Antecedent Mood States on Consumers' Evaluation of Hotels Online

Many travelers plan their trip using online booking platforms. These often have recommendations for things to do and explore in the target destination. The suggestions could have either positive or negative connotations. This study aimed to investigate if such recommendations can trigger certain mood states that impact consumers' evaluation of hotels online. Web-based mood induction procedures were used to see whether moods as antecedent states had any impact on consumers' evaluations of hotel bookings. The results of the conjoint analysis demonstrate that the impact of location and hotel reviews can change based on consumers' mood. The impact of mood can help online managers in developing more effective hotel marketing and advertising strategies.