Intangible cues in hospitality: Emotional and behavioral effects of ambient scents in high-end restaurants

Abstract

Creating a distinctive dining environment is crucial for high-end restaurants, as unique ambient scents enhance the overall dining experience. This study examines the relationship between ambient scents, dining emotions, and intentions using the Mehrabian-Russell model. Conducted in Taipei, Taiwan, the research employed an experimental design combined with quantitative survey methods. Essential oils were used for scent manipulation, and validated scales measured scent preferences, dining emotions, intentions, and repurchase recommendations. The findings indicate that soft floral scents significantly influence dining emotions, intentions, and repurchase recommendations. Mediation analysis revealed that dining emotions mediate the relationship between ambient scents and intentions, highlighting the effects of pleasure and arousal. This study provides key theoretical and practical implications, suggesting that the strategic use of ambient scents can enhance positive emotions, increase dining intentions, and thereby encourage repeat visits. Our approach shows significant potential in inspiring restaurants to adopt ambient scents widely appreciated by consumers.