Exploring the Relationship Between Customer Experience, Revisit Intention, Customer Value and Engagement in the Hotel Industry

ABSTRACT In an increasingly competitive hospitality sector, hotels seek to differentiate themselves by delivering superior customer experiences (CEX). Drawing on Cognitive Appraisal Theory and the Theory of Planned Behavior, this study investigates how CEX shapes revisit intention (RIN) in the hotel industry, with customer value (CVA) and customer engagement (CEN) as mediators. Survey data from 334 hotel guests in Dubai and Sharjah were analyzed using PLS‐SEM with bootstrapping. Results show that CEX significantly influences CVA and CEN, both of which positively affect RIN. Moreover, CVA enhances CEN, which further mediates the CVA–RIN relationship. These findings extend theory by integrating psychological and behavioral perspectives to explain loyalty formation and highlighting the dual mediation pathways from CEX to RIN. Practically, it urges hotels to prioritize engagement strategies that enhance perceived value, strengthen emotional bonds, and ultimately increase guest loyalty. The findings add to the hospitality marketing literature while suggesting practical strategies to strengthen guest loyalty in competitive settings.