Exploring flow experience for hotel's branded booking apps

Purpose This study examines how the visual and usability design of the hotel's branded booking (HBB) mobile application impact customer's flow experience (FE). The study investigates the impact of aesthetic visual design and usability design on FE and the moderating effect of gender and the purpose of stay. Design/methodology/approach Data were collected through survey method from consumers [N = 350] with prior experience of booking through an HBB app. The data were analyzed through structural equation modeling using AMOS 26.0. Findings The results imply that HBB app design elements can significantly create the FE, thus leading to positive consumer booking intentions (BIs), contingent on the customer's purpose of staying and gender. Originality/value The current study is among the first one to integrate the theories of visual aesthetic and usability design to understand the emergence of FE in the context of an HBB app. It also contributes to the literature by addressing the role of gender and purpose of stay in influencing BI through FE.