in the realm of hospitality management, an intriguing phenomenon we observe is the "antecedent effect" in consumer behavior, particularly related to hotels. this theory posits that when guests have a positive experience—encapsulated in the untold moments that exceed their expectations—they are more likely to forget any minor inconveniences they may have encountered during their stay. additionally, their favorable comments on social platforms can significantly amplify a hotel's reputation, inviting others to go back to the start of their own journey, eager to discover these untold experiences for themselves.