Effects of Japanese ryokan photographs on attributes perception, values and purchase intention

Purpose This paper aims to explore what attributes of Japanese Ryokans are important to potential customers and to what extent these attributes could enhance perceived values toward Japanese Ryokans. Design/methodology/approach This study used photos and descriptions of luxury Japanese Ryokans to explore potential customers’ perceptions of luxury Japanese Ryokans, which may be a new concept of luxury accommodations and hot spring facilities. Findings The results identified four major dimensions of Japanese Ryokan’s attributes and two significant dimensions of perceived value. Overall, Japanese Ryokan’s attributes affected both value dimensions, but in different ways. In addition, the two dimensions of perceived value significantly mediated the relationship between Ryokan attribute dimensions and purchase intention. Research limitations/implications This research sample was collected from participants currently living in the Northeastern region of the US and may not represent potential customers elsewhere. Furthermore, this study evaluated pre-purchased stage customers’ perceptions. Post-purchase evaluation may provoke more emotive responses from consumers. Finally, even though this study verified the positive effects of the Japanese Ryokan attribute dimensions on perceived value, other possible variables may also exist. Practical implications The findings provide vital insights for Japanese lodging companies to formulate effective value-based marketing strategies using visual materials to attract potential consumers. Superior service and stimulating customers’ sense of functional/hedonic and symbolic/financial value are emphasized. Furthermore, the results showed that fundamental hotel attributes, Japanese servicescape and culture could enhance potential US customers’ value perceptions. Social implications This study contributes to the lodging literature by identifying attributes that reflect Japanese Ryokans’ unique characteristics within the luxury hot spring hotel/resort context. The results indicate four dimensions of Japanese Ryokan attributes: hotel attributes, Japanese servicescape, hot springs and spas and Japanese culture. Furthermore, this study extended the research on luxury hospitality value study. Originality/value The results of this study revealed potential consumers’ value perceptions toward luxury Japanese Ryokans and their effects on purchase intention. This study provides valuable guidelines for Japanese Ryokans to create a value-based marketing strategy.