Influence of vegan attributes on hotel consumption value, perceived advantages, and word-of-mouth and revisit intentions

ABSTRACT This study explores the properties of vegan hotels using a qualitative approach and identifies the impacts of the characteristics of vegan hotels on consumption value, perceived advantage, word-of-mouth, and revisit intention using a quantitative approach. Six domains of vegan hotel attributes are identified. The clear role of vegan hotel attribute domains for increasing values, perceived advantages, and intentions are uncovered. Perceived cost is found to be a moderator. This study suggests a new concept, a vegan hotel, and is significant as it expands vegan research. The findings have a theoretical implication in that a new concept has been suggested.