Research suggests that colour plays an important role in creating wellness emotions in hotel customers. This paper considers that tourists’ needs for wellness may be satisfied by manipulating existing elements of a hotel, such as the colour of a hotel room. The paper studies the relationship between tourists’ emotions and the main colour of a hotel room, and also the relationship between that emotion and their intention to stay in the hotel, and even the price that the tourists are willing to pay. Also, the paper studies the role of cultural differences in these relationships, specifically between Spanish and Equatorian tourists.
IOS Press, Inc.
6751 Tepper Drive
Clifton, VA 20124
Tel.: +1 703 830 6300
Fax: +1 703 830 2300 firstname.lastname@example.org
(Corporate matters and books only) IOS Press c/o Accucoms US, Inc.
For North America Sales and Customer Service
West Point Commons
Lansdale PA 19446
Tel.: +1 866 855 8967
Fax: +1 215 660 5042 email@example.com