All That Glitters is Not Green: Impact of Biophilic Designs on Customer Experiential Values

Since COVID-19, people appreciate fully immersing themselves in nature. Bringing elements of nature into service spaces has been an important concern for marketers. Yet, there have been only a few studies addressing the impact of natural and biophilic aspects within servicescapes. This study investigated the effect of biophilic design on experiential values such as esthetics, escapism, economic value, and attitude toward hotels and the role of the hotel segment and its environmental beliefs regarding green behavior on the relationships. The results indicated that in a luxury hotel setting, the biophilic design engendered better esthetic perceptions, escapism, economic value, and attitude toward the hotel. At a midscale hotel, a non-biophilic design induced higher experiential values. In addition, customers’ environmental beliefs had significant effects on experiential values. Results provided practical suggestions for hotel managers, marketers, and interior designers on how biophilic servicescapes can enhance a hotel’s marketing effectiveness.