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Are functional, emotional and social values interrelated? A study of traditional guesthouses in Iran

S. Mostafa Rasoolimanesh (Centre for Research and Innovation in Tourism/School of Hospitality, Tourism and Events, Taylor’s University, Subang Jaya, Malaysia)
Mohmmad Iranmanesh (School of Business and Law, Edith Cowan University, Perth, Australia)
Muslim Amin (School of Management and Marketing, Faculty of Business and Law, Taylor’s University, Subang Jaya, Malaysia)
Kashif Hussain (Centre for Research and Innovation in Tourism/Faculty of Social Sciences and Leisure Management, Taylor’s University, Subang Jaya, Malaysia)
Mastura Jaafar (School of Housing, Building and Planning, Universiti Sains Malaysia, Pulau Pinang, Malaysia)
Hamid Ataeishad (Department of Urban and Regional Planning, Tarbiat Modares University, Tehran, Islamic Republic of Iran)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 27 July 2020

Issue publication date: 21 August 2020

1779

Abstract

Purpose

This study aims to examine the interrelationships between the dimensions of perceived value, including functional, emotional and social values. The mediating role of emotional value between functional and social values and satisfaction have been hypothesized and tested. In addition, this study examines the moderating role of social value for the effect of emotional value on satisfaction.

Design/methodology/approach

Data for this study were collected from guests staying at two traditional guesthouses in Kashan, Iran. The authors applied partial least squares structural equation modeling to analyze 316 questionnaires completed by participants and for hypotheses testing.

Findings

The authors found positive and direct effects of all dimensions of perceived value on satisfaction. Moreover, the results indicated positive and significant indirect effects for functional and social values on satisfaction through emotional value. The findings demonstrated positive and strong effects of functional and social values on emotional value. The results do not support a moderating role for social value on the relationship between emotional value and satisfaction. In addition, the findings showed a strong and positive effect for satisfaction on revisit intentions.

Originality/value

This study makes a unique theoretical contribution to the perceived value literature by investigating the interrelationships between dimensions of perceived value. Moreover, this study explores several practical implications of these findings.

Keywords

Acknowledgements

The authors would like to extend their appreciation to the owners and managers of Ehsan and Noghli guesthouses for their collaboration and support in data collection stage.

Citation

Rasoolimanesh, S.M., Iranmanesh, M., Amin, M., Hussain, K., Jaafar, M. and Ataeishad, H. (2020), "Are functional, emotional and social values interrelated? A study of traditional guesthouses in Iran", International Journal of Contemporary Hospitality Management, Vol. 32 No. 9, pp. 2857-2880. https://doi.org/10.1108/IJCHM-03-2020-0193

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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