Harnessing the Power of Color: How Color Effects Nudge Consumer Booking Decisions in Sustainable Hotels
Published online on May 04, 2026
Abstract
Journal of Hospitality & Tourism Research, Ahead of Print.
This study examined the color effects on hotel consumers’ psychological perceptions and decision-making regarding sustainable hotels. Three scenario-based between-subjects experiments were conducted. Study 1 used a 2 × 2 design and surveyed 400 ...
This study examined the color effects on hotel consumers’ psychological perceptions and decision-making regarding sustainable hotels. Three scenario-based between-subjects experiments were conducted. Study 1 used a 2 × 2 design and surveyed 400 ...