Journal of Tourism and Development

Journal of Tourism and Development

Guests' stay experience in boutique hotels: A mixed approach of the service-dominant logic and dual processing theory

Document Type : Original Article

Authors
Maryam Ameri 1
Mohammad Sharifi-Tehrani 2
Zahed Shafiei 3
1 (MA, Art University of Isfahan
2 Assistant Professor, Department of Museum and Tourism, Art University of Isfahan, Isfahan, Iran
3 Associate Professor, Department of Museum and Tourism, Art University of Isfahan, Isfahan, Iran
10.22034/jtd.2025.497573.3008
Abstract
In the present research, we aim to make an analysis of different dimensions of guests’ perceived experiences in the context of boutique hotels, employing semi-structured interviews with managers and industry experts. To this end, a total of 17 interviews were conducted and coded utilizing MAXQDA by two independent researchers, one of whom served as the interviewer, according to the thematic analysis methodology and the five-step process delineated by Braun & Clark (2006). Through the analysis of code frequency, four predominant themes were identified in the following order: 1) architecture and design, 2) relations with guests, 3) guest delight, and 4) emotions and feelings. The qualitative investigation was further substantiated by the theoretical frameworks of the service-dominant logic and dual processing theory. The findings relevant to the main themes underscore that creating quality experiences for guests necessitates appropriate relationships between employees and guests on the one hand, and appropriate relationships between employees and managers/employees on the other. The findings offer significant insights towards the enhancement of services and experiences within the context of boutique hotels.
Keywords
Experience
Service-dominant logic
Dual processing theory
Qualitative approach
 
Ahas, R., Aasa, A., Roose, A., Mark, Ü., & Silm, S. (2008). Evaluating passive mobile positioning data for tourism surveys: an Estonian case study. Tourism Management, 29(3), 469-486. https://doi.org/10.1016/j.tourman.2007.05.014
Alnawas, I., & Hemsley-Brown, J. (2019). Examining the key dimensions of customer experience quality in the hotel industry. Journal of Hospitality Marketing & Management, 28(7), 833-861. https://doi.org/10.1080/19368623.2019.1568339
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
Dinçer, F. I, Dinçer, M. Z. & Avunduk, Z. B. (2016). Marketing strategies for boutique hotels: the case of Istanbul. Journal of Global Business Insights, 1(2), 94-106. http://dx.doi.org/10.5038/2640-6489.1.2.1012
Evans, J. S. B. (2008). Dual-processing accounts of reasoning, judgment, and social cognition. Annual Review Psychology, 59(1), 255-278. https://doi.org/10.1146/annurev.psych.59.103006.093629
Fuentes-Moraleda, L., Villacé-Molinero, T., Lafuente-Ibáñez, C., & Muñoz-Mazón, A. (2020). Do the managers of boutique hotels value their tangible and intangible attributes in the same way as their guests? International Journal of Management Practice, 13(5), 521-546. https://doi.org/10.1504/IJMP.2020.110005
Gallarza, M. G. & Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism Management, 27(3), 437-452. https://doi.org/10.1016/j.tourman.2004.12.002
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: an overview of experience components that co-create value with the customer. European management Journal, 25(5), 395-410. https://doi.org/10.1016/j.emj.2007.08.005
Ghaderi, Z., Dehghan Pour Farashah, M. H., Aslani, E., & Hemati, B. (2020). Managers’ perceptions of the adaptive reuse of heritage buildings as boutique hotels: insights from Iran. Journal of Heritage Tourism, 15(6), 696-708. http://dx.doi.org/10.1080/1743873X.2020.1756834
Guzel, O., & Dortyol, T. (2016). Exploring the multi-sensory based memorable tourism experiences: a study of Adam & Eve hotel in Turkey. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2(4), 28-39. http://dx.doi.org/10.7172/2449-6634.jmcbem.2016.2.2
Henderson, J. C. (2011). Hip heritage: the boutique hotel business in Singapore. Tourism and Hospitality Research, 11(3), 217-223. https://www.jstor.org/stable/23745371
Herstein, R., Gilboa, S., Gamliel, E., Bergera, R., & Ali, A. (2018). The role of private label brands in enhancing service satisfaction in the hotel industry: comparing luxury and boutique hotels. Services Marketing Quarterly, 39(2), 140-155. https://doi.org/10.1080/15332969.2018.1437250
Hjalager, A. M. (2010). A review of innovation research in tourism. Tourism Management, 31(1), 1-12. https://doi.org/10.1016/j.tourman.2009.08.012
Jones, D. L., Day, J., & Quadri-Felitti, D. (2013). Emerging definitions of boutique and lifestyle hotels: a Delphi study. Journal of Travel & Tourism Marketing, 30(7), 715-731. https://doi.org/10.1080/10548408.2013.827549
Kabra, S. & Singh, P. (2023). Envisaging creative tourism through boutique hotels: an integrated framework of transformative experience. Tourism Recreation Research, 50(1), 161-177. https://doi.org/10.1080/02508281.2023.2235783
Kleinrichert, D., Ergul, M., Johnson, C., & Uydaci, M. (2012). Boutique hotels: technology, social media and green practices. Journal of Hospitality and Tourism Technology, 3(3), 211-225. https://doi.org/10.1108/17579881211264495  
Kokkhangplu, A. & Auemsuvarn, P. (2024). Understanding customer experiences insights in boutique hotels: a case study from Thailand. Cogent Business & Management, 11(1), 2413397. https://doi.org/10.1080/23311975.2024.2413397
Konuk, F.A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50(4), 103-110. https://doi.org/10.1016/j.jretconser.2019.05.005
Lee, M., Cai, Y. M., DeFranco, A., & Lee, J. (2020). Exploring influential factors affecting guest satisfaction: big data and business analytics in consumer-generated reviews. Journal of Hospitality and Tourism Technology, 11(1), 137-153. https://doi.org/10.1108/JHTT-07-2018-0054
Lee, W., & Chhabra, D. (2015). Heritage hotels and historic lodging: perspectives on experiential marketing and sustainable culture. Journal of Heritage Tourism, 10(2), 103-110. http://dx.doi.org/10.1080/1743873X.2015.1051211
Lo, A., & Yeung, M. A. (2020). Brand prestige and affordable luxury: the role of hotel guest experiences. Journal of Vacation Marketing, 26(2), 247-267. https://doi.org/10.1177/1356766719880251
Luo, Z., & Qu, H. (2016). Guest-defined hotel service quality and its impacts on guest loyalty. Journal of Quality Assurance in Hospitality & Tourism, 17(3), 311-332. https://doi.org/10.1080/1528008X.2015.1077185
Nguyen, L. T. V., Nguyen, P. N. D., Nguyen, T. Q., & Nguyen, K. T. (2019). Employee engagement in brand value co-creation: an empirical study of Vietnamese boutique hotels. Journal of Hospitality and Tourism Management, 48, 88-98. https://doi.org/10.1016/j.jhtm.2021.05.015
Nguyen, N. (2006). The collective impact of service workers and servicescape on the corporate image formation. International Journal of Hospitality Management, 25(2), 227-244. https://doi.org/10.1016/j.ijhm.2005.06.001
Peña, A. I. P., Jamilena, D. M. F., & Molina, M. Á. R. (2013). Antecedents of loyalty toward rural hospitality enterprises: the moderating effect of the customer’s previous experience. International Journal of Hospitality Management, 34, 127-137. https://doi.org/10.1016/j.ijhm.2013.02.011
Poria, Y., Beal, J., & Shani, A. (2021). I am so ashamed of my body: obese guests’ experiences in hotels. International Journal of Hospitality Management, 92, 102728. https://doi.org/10.1016/j.ijhm.2020.102728
Sharifi-Tehrani, M. (2023). Corporate social entrepreneurial orientation in the hospitality and tourism industry: a religiosity perspective. International Journal of Contemporary Hospitality Management, 35(8), 2890-2915. https://doi.org/10.1108/IJCHM-04-2022-0461 
Sharifi-Tehrani, M., Seyfi, S., & Zaman, M. (2022). At the intersection of tourism social entrepreneurship and empathy: development and validation of an empathy scale. Journal of Business Research, 141, 433-447. https://doi.org/10.1016/j.jbusres.2021.11.041
Suhartanto, D., Dean, D., Wibisono, N., Astor, Y., Muflih, M., Kartikasari, A., Sutrisno, R. & Hardiyanto, N. (2021). Tourist experience in halal tourism: what leads to loyalty? Current Issues in Tourism, 24(14), 1976-1990. https://doi.org/10.1080/13683500.2020.1813092
Sukhu, A., Choi, H., Bujisic, M., & Bilgihan, A. (2019). Satisfaction and positive emotions: a comparison of the influence of hotel guests’ beliefs and attitudes on their satisfaction and emotions. International Journal of Hospitality Management, 77, 51-63. https://doi.org/10.1016/j.ijhm.2018.06.013
Sulaiman, S., Salman, W. A. N. W., & Shahril, A. (2020). Measuring tourist satisfaction and revisit intention using LODGESERV in boutique hotel. EPRA International Journal of Economic and Business, 8(2), 16-25. http://dx.doi.org/10.36713/epra3037
Sun, H., Kim, M., Kim, S., & Choi, L. (2025). A methodological exploration of generative artificial intelligence (AI) for efficient qualitative analysis on hotel guests’ delightful experiences. International Journal of Hospitality Management, 124, 103974. https://doi.org/10.1016/j.ijhm.2024.103974
Sun, X., Lin, B., Chen, Y., Tseng, S., & Gao, J. (2019). Can commercialization reduce tourists’ experience quality? Evidence from Xijiang Miao village in Guizhou, China. Journal of Hospitality & Tourism Research, 43(1), 120-140. https://doi.org/10.1177/1096348017736569
Torres, E. N., Fu, X., & Lehto, X. (2014). Examining key drivers of customer delight in a hotel experience: a cross-cultural perspective. International Journal of Hospitality Management, 36, 255-262. https://doi.org/10.1016/j.ijhm.2013.09.007
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036
Wilkins, H., Merrilees, B., & Herington, C. (2007). Towards an understanding of total service quality in hotels. International Journal of Hospitality Management, 26(4), 840-853. https://doi.org/10.1016/j.ijhm.2006.07.006
Xiang, K., Zhang, H., & Qiao, G. (2022). How to create interactive rituals: key factors and strategic configurations for host-guest interaction in boutique hotels. Journal of Hospitality and Tourism Management, 52, 428-438. https://doi.org/10.1016/j.jhtm.2022.08.002
Zarezadeh, Z.Z., Rastegar, R., & Xiang, Z. (2022). Big data analytics and hotel guest experience: a critical analysis of the literature. International Journal of Contemporary Hospitality Management, 34(6), 2320-2336. https://doi.org/10.1108/IJCHM-10-2021-1293
Zohitovna, N. D., Kizi, G. M. K., & Ugli, S. A. S. (2019). Boutique-hotels and their effects to the hospitality industry of Uzbekistan. Economics, 3(41), 12-14.