LAUSR

ABSTRACT The purpose of the study is to investigate the relationships of hotels’ sensory marketing, customer satisfaction, and revisit intentions in light of the moderating effects of customers’ prior experience and gender. Data were collected from customers in hotels in South Korea, after which 286 usable surveys were processed. To investigate the data, we used descriptive statistics, confirmatory factor analysis, and structural equation modelling. The results reveal that there is a positive relationship between sensory marketing by hotels and customer satisfaction and that customer satisfaction significantly influenced revisit intentions. Also, subsequent tests for metric invariance showed differences in the moderating roles of customers’ prior experience and gender. This study discusses findings and implications for research and practice in the hotel industry.