Emotional, cognitive and behavioural repercussions of hotel guests ’ experiences

Purpose – Hotels offer high-quality guest experiences to positively impact their emotions, satisfaction, perceived value, word-of-mouth (WOM) and electronic word-of-mouth (eWOM). This study aims to investigate the impacts of the quality perceived by hotel guests on their positive emotions, negative emotions, perceived value and satisfaction; verify the impacts of the price on perceived value and satisfaction; examine the impacts of satisfaction on WOM and eWOM; and test the moderating effect of hotel guests ’ behavioural engagement on social networking sites (HGBE-SNS) on the relationship between satisfaction and eWOM. Design/methodology/approach – This survey included 371 guests who assessed their experiences at three Brazilian hotels. Structural equation modelling tested the hypothetical model supported by the stimulus-organism-response(S-O-R) theory(MehrabianandRussell,1974)


Introduction
In recent decades, academics, managers and marketers have focussed their work on assessing the perception of customers about their experiences with services in economic sectors such as restaurants (Chinelato et al., 2023;Souki et al., 2020) and hotels (Bravo et al., 2019;Alnawas and Hemsley-Brown, 2019;Aguilar-Rojas et al., 2015).Customer experience involves cognitive, affective, social and physical responses to interactions with a service provider or product across multiple touchpoints during their journey (Kim and So, 2022).Hence, hotel experiences can generate emotional, cognitive and behavioural impacts on guests (Shahid and Paul, 2022).
Hotels can influence guests' perceptions about the quality of their experiences and, consequently, their attitudes and behavioural intentions (Bravo et al., 2019).Thus, several studies demonstrate that guests' perception of the quality of their hotel experiences impacts their satisfaction (Padma and Ahn, 2020;Jeaheng et al., 2020;Bravo et al., 2019), emotions (Sukhu et al., 2019;Bravo et al., 2019), perceived value (Alnawas and Hemsley-Brown, 2019), word-of-mouth communication -WOM (Shahid and Paul, 2022;Chen et al., 2022a;Bravo et al., 2019;Aguilar-Rojas et al., 2015) and electronic word-of-mouth -eWOM (Souki et al., 2023;Line et al., 2020).Kim and So (2022) argue that creating positive guest experiences is critical in today's hospitality and tourism industry.In this regard, hotels must monitor the quality of guest experiences and their impacts on attitudes and behaviours to be more competitive (Alnawas and Hemsley-Brown, 2019).
In addition to the benefits hotels offer, guests evaluate the price they pay to enjoy the experiences.Several studies focus on the perception of guests about the prices paid for their hotel experiences and the impacts on perceived value and satisfaction.However, studies on the effects of hotel prices on guest satisfaction are contradictory (Jeaheng et al., 2020;Alnawas and Hemsley-Brown, 2019).Therefore, the impact of price on guests' satisfaction with their hotel experiences is the first gap in the literature that this study aims to fill.
Previous research assessed the impacts of guest satisfaction with hotel experiences on WOM (Bravo et al., 2019;Sukhu et al., 2019) or eWOM (Serra-Cantallops et al., 2020).However, studies in tourism, hospitality and food service that contemplated WOM and eWOM concomitantly are scarce (Lin et al., 2022;Confente et al., 2020).Furthermore, the conditions that impact WOM differ from those that affect eWOM (Lin et al., 2022;Serra-Cantallops et al., 2020).The new information and communication technologies have increased the number of people engaged in social networks, expanding the impacts of eWOM (Wang and Kubickova, 2017).Despite the increasing importance of eWOM in tourism and hospitality, this topic requires further investigation to consolidate theoretical knowledge about guests' eWOM (Confente et al., 2020).In this regard, the second gap that this research fills is to examine the impacts of guest satisfaction with their hotel experiences on WOM and eWOM concomitantly.

Hotel guests experiences
Casal o et al. (2017) argue that social networking sites (SNS) are ideal for creating, sharing and recommending content among users with similar needs, interests or problems.However, consumers have different levels of behavioural engagement on the SNS (Correia et al., 2018;Dolan et al., 2016).Thus, the third gap this study intends to fill refers to testing whether the construct hotel guests' behavioural engagement on social networking sites (HGBE-SNS) affects the strength of the relationship between their satisfaction with the experiences and eWOM.
This study uses the stimulus-organism-response theory (S-O-R), proposed by Mehrabian and Russell (1974), to assess how physical and social stimuli affect people's emotional and cognitive states, influencing their subsequent behavioural responses.S-O-R theory has been used in studies of consumer experiences in tourism and hospitality (Chen et al., 2022b;Kim et al., 2020).However, the S-O-R theory has not been used concomitantly in previous studies in hospitality to describe the relationships between environmental stimuliprice and perceived quality by hotel guests; organism (cognitive and emotional states)perceived value, satisfaction and positive and negative emotions; and behavioural responses -WOM and eWOM.In addition, to the best of the authors' knowledge, no previous study has included the HGBE-SNS as a moderator of the relationship between hotel guests' satisfaction with experiences (organism) and eWOM (response).Thus, this study`s objective is to fill those gaps in the literature.
This study aims to: investigate the impacts of the perceived quality by hotel guests on their positive emotions, negative emotions, perceived value and satisfaction; verify the impacts of price on the perceived value and satisfaction; check the impacts of perceived value on satisfaction; examine the impacts of satisfaction on WOM and eWOM; and test the moderating effect of HGBE-SNS on the relationship between their satisfaction and eWOM.
This study contributes to academia by using the S-O-R theory to demonstrate the direct impacts of perceived quality by hotel guests (stimulus) on perceived value, positive and negative emotions and satisfaction (organism) and its repercussions on WOM and eWOM (responses).In addition, it shows that price (stimulus) negatively impacted perceived value and did not affect satisfaction directly (organism).In contrast, perceived value positively impacted satisfaction.This study also reveals that guest satisfaction affects WOM and eWOM (responses) differently, as satisfaction significantly impacts WOM, regardless of the presence of other constructs.However, the HGBE-SNS moderates the relationship between satisfaction (organism) and eWOM (response).Thus, guests with low HGBE-SNS tend not to use eWOM, even if they are satisfied with their hotel experiences.On the other hand, the HGBE-SNS amplifies the intensity of the relationship between satisfaction and eWOM (moderating effect).Hence, guests with high HGBE-SNS tend to intensify their use of eWOM regarding their hotel experiences as their satisfaction increases.This study also brings managerial benefits by demonstrating that hotels must offer their guests tangible and intangible attributes that stimulate a high perception of the quality of their experiences, positively impacting their emotions, perceived value, WOM and eWOM.Strategies based merely on price reduction do not increase hotel guest satisfaction.Thus, hotels must balance the benefits provided to their guests through perceived quality attributes and the prices charged, generating more perceived value and, consequently, higher satisfaction.The present study confirms previous research demonstrating the impact of satisfaction on WOM.However, it reveals that guests who perceive the quality of their hotel experiences favourably and declare themselves satisfied do not always show positive eWOM.Hence, hotel managers should not extrapolate findings from WOM indicators to eWOM.Accordingly, to establish strategies to impact eWOM positively, they should be aware that their audiences have different levels of HGBE-SNS.

Theoretical background and research hypotheses
This study used the S-O-R theory to demonstrate the causal relationships between the constructs of the hypothetical model (Figure 1).The stimuli included were the following factors of perceived quality of hotel guests' experience: accessibility and convenience; infrastructure; hotel restaurant; infrastructure and leisure activities; quality of services; atmosphere; customer orientation; social endorsement; reputation; and status (Souki et al., 2020;Radojevic et al., 2018).The researchers tested the impacts of the factors above on hotel guests' positive and negative emotions, perceived value and satisfaction (organism).This survey also investigated the effect of price (stimulus) on perceived value and satisfaction (organism).Moreover, the researchers examined the impact of perceived value on

Hotel guests experiences
satisfaction.This study also evaluated whether guests' satisfaction with their hotel experiences is an antecedent of their WOM and eWOM (response).Finally, this study checks the moderating effect of HGBE-SNS on the relationship between hotel guest satisfaction (organism) and eWOM (response).
2.1 Perceived quality and its relationship with hotel guest satisfaction Perceived quality is related to consumers' perception of the performance of products or services in tangible and intangible attributes that can satisfy their needs, expectations and desires compared to competitors (Souki et al., 2020;Zeithaml, 1988).Oliver (2014) defines satisfaction as a state of pleasure or contentment resulting from the comparison of consumer expectations and the performance perceived by them.It is worth mentioning that satisfaction encompasses cognitive and affective components (Kim et al., 2020;Aguilar-Rojas et al., 2015).Consumers tend to be satisfied when the performance of products or services meets or exceeds their expectations.However, they tend to be dissatisfied if the perceived performance is lower than expected.
Several studies show that the quality perceived by guests about their hotel experiences positively impacts their satisfaction (Serra-Cantallops et al., 2020;Padma and Ahn, 2020;Jeaheng et al., 2020;Choi and Kandampully, 2019;Alnawas and Hemsley-Brown, 2019;Bravo et al., 2019).Thus, according to the S-O-R theory, it is proposed that the quality perceived by guests about their hotel experiences is a stimulus that affects their satisfaction (organism).Therefore, the subsequent hypothesis is as follows: H1.The quality guests perceive concerning their hotel experiences directly and positively impacts their satisfaction.

Perceived quality and its impact on positive and negative emotions
Emotions are responses of a biological nature, which act as motivators of people's behaviour, constituting a central component of consumer experiences (Bastiaansen et al., 2019).Song and Kim (2021) argue that most studies on consumer behaviour in tourism, hospitality and food service are focused on positive emotions.However, consumers' emotional responses to perceived quality during their consumption experiences can be positive or negative (Oliveira et al., 2023).In this sense, Souki et al. (2020) proposed separate indicators to measure negative (angry, annoyed, frustrated, upset and disgruntled) and positive (happy, excited, calm, optimistic and enthusiastic) emotions.S-O-R theory supports this study, which proposes that guests perceive the quality of their hotel experiences as external stimuli capable of impacting their positive and negative emotions (organism or affective states).Bravo et al. (2019) and Alnawas and Hemsley-Brown (2019) corroborate that the quality guests perceive during their hotel experiences impacts their emotions.Thus, the hypotheses are as follows: H2. Perceived quality positively and directly impacts hotel guests' positive emotions.
H3. Perceived quality negatively and directly impacts hotel guests' negative emotions.

Positive and negative emotions and their impact on hotel guests' satisfaction
Stimulating emotions is pivotal to generating enchanting hotel experiences (Lin et al., 2022).Serra-Cantallops et al. (2020) and Bravo et al. (2019) affirm that positive emotions positively impact hotel guest satisfaction.Chinelato et al. (2023) argue that positive emotions contribute to satisfying experiences while negative emotions negatively impact consumer satisfaction.Oliveira et al. (2023) corroborate that consumers who experience negative emotions tend to consider their expectations frustrated.Based on the S-O-R theory, positive and negative emotions (organism-emotional state) impact satisfaction (organism-cognitive and emotional states).Hence, the hypotheses are as follows: H4. Positive emotions directly and positively impact guest satisfaction with their hotel experiences.
H5. Negative emotions directly and negatively impact guest satisfaction with their hotel experiences.
2.4 Perceived quality and its effect on perceived value Zeithaml (1988) conceptualises perceived value as the general assessment of the usefulness of products or services based on consumers' perception of what they receive (benefits) and what they give in return (sacrifices).Thus, perceived value is a trade-off between the benefits and sacrifices consumers perceive in a transaction (Matos and Rossi, 2008).
Alnawas and Hemsley-Brown (2019) demonstrate that perceived quality directly and positively affects the perceived value in hospitality.Thus, aligned with the S-O-R theory, this study suggests that the quality guests perceive regarding their hotel experiences are benefits (stimuli) that impact their value perceptions (organism-cognitive state).Hence, the hypothesis is as follows: H6.The quality guests perceive concerning their hotel experiences directly and positively impacts the perceived value.
2.5 Perceived price and its impact on the perceived value by guests regarding their hotel experiences Iglesias and Guill en (2004) state that consumers make non-monetary and monetary sacrifices to obtain products or services.Among the non-monetary sacrifices, time spent, physical and mental efforts and transaction costs stand out.Price is the monetary value consumers pay to purchase a product or service.Perceived value refers to the relationship between the benefits perceived by consumers and the price of obtaining products or services (Souki et al., 2020).Therefore, lower perceived prices tend to generate perceived higher values (Jeaheng et al., 2020;Iglesias and Guill en, 2004).Based on the S-O-R theory, this study tests price as an external stimulus associated with the quality guests perceive about their hotel experiences, which can affect perceived value (organism-cognitive state).The hypothesis is as follows: H7.The perceived price directly and negatively affects the perceived value of guests concerning their hotel experiences.

Impacts of perceived price on guest satisfaction with their hotel experiences
Several recent studies contemplated guests' perceptions of prices in their hotel experiences (Jeaheng et al., 2020;Alnawas and Hemsley-Brown, 2019;Radojevic et al., 2018).However, how prices affect hotel guest satisfaction is still controversial in the scientific literature, creating a gap in theoretical knowledge.Some studies argue that high prices negatively impact consumer satisfaction.On the other hand, others demonstrate that high prices are positively associated with guest satisfaction (Radojevic et al., 2018).Some studies suggest Hotel guests experiences that price does not directly affect customer satisfaction but only indirectly through perceived value (Jeaheng et al., 2020;Souki et al., 2020).
Based on the S-O-R theory, the present study tests whether the perceived price is an external stimulus that impacts guests' satisfaction (organismcognitive and emotional states) with their hotel experiences.In this context, the hypothesis is as follows: H8.The perceived price directly and negatively impacts hotel guests' satisfaction.

Impacts of perceived value on guest satisfaction with their hotel experiences
Prior research demonstrates that the value guests perceive in their hotel experiences positively and directly impacts their satisfaction (Jeaheng et al., 2020;Alnawas and Hemsley-Brown, 2019).As mentioned earlier, satisfaction encompasses cognitive and affective components (Oliver, 2014).Thus, consonant with the S-O-R theory, perceived value (organism-cognitive state) positively affects satisfaction (organism-cognitive and emotional states).Based on the above, the hypothesis is as follows: H9. Perceived value directly and positively impacts guest satisfaction concerning their hotel experiences.
2.8 Impacts of guest satisfaction with their hotel experiences on word-of-mouth WOM refers to the informal interpersonal communication between former clients, current consumers and prospects about experiences, perceptions and opinions about products, services, brands, destinations and professionals, among other objects (Souki et al., 2020).WOM involves sharing experiences and opinions among consumers, influencing their future attitudes and behaviours.Matos and Rossi (2008) state that the WOM valence can be positive, negative or neutral.Aguilar-Rojas et al. (2015) argue that if their experience is unsatisfactory, guests may not revisit the service provider, spread negative WOM and complain to others.In contrast, positive WOM is a critical success factor in the hotel industry because it provides valuable information that can guide consumers' behaviour and buying decisions (Shahid and Paul, 2022;Bravo et al., 2019).Chen et al. (2022a) demonstrated through the S-O-R theory that the quality perceived by honeymooners with their experiences in a tourist destination is an external stimulus that directly affects their satisfaction (organismcognitive and emotional state) and indirectly their WOM (response).Choi and Kandampully (2019), Sukhu et al. (2019) and Aguilar-Rojas et al. (2015) argue that hotel guests' satisfaction positively impacts WOM.Thus, the hypothesis is as follows: H10. Guests`satisfaction with their hotel experiences directly and positively impacts their WOM.
2.9 Impacts of guest satisfaction with their hotel experiences on electronic word-of-mouth Hennig-Thurau et al. (2004) define eWOM as any positive or negative statement made by potential, current or former consumers about a product or company, made available to a multitude of people and institutions through the internet (Casal o et al., 2017).The evolution of information and communication technologies has allowed consumers to expand their engagement in social networks and their proactivity to generate and share content through the internet (Souki et al., 2022).The increase in interactivity between companies and consumers has strongly influenced the tourism and hospitality industry (Sann et al., 2020).Wang and Kubickova (2017) argue that the platforms most promoting eWOM in the hotel industry are the SNS.Thus, hotel guests share their experiences through smartphones, posting texts and photos of the facilities on the SNS.Confente et al. (2020) affirm that guest opinions, ratings and recommendations are crucial for hotels, making eWOM monitoring critical in this industry.
Several studies have focused on the impacts of guest satisfaction with their hotel experiences on eWOM (Redditt et al., 2022;Serra-Cantallops et al., 2020).However, these studies' results are dissonant.Some research has revealed that customer satisfaction (Casal o et al., 2017) or dissatisfaction affects eWOM (Redditt et al., 2022).In contrast, other studies have not proven this relationship (Serra-Cantallops et al., 2020).Hence, the hypothesis is as follows: H11. Guests' satisfaction with their hotel experiences directly and positively impacts their eWOM.
2.10 Moderating effect of hotel guests' behavioural engagement on social networking sites on relationship between satisfaction (organism) and electronic word-of-mouth (response) The HGBE-SNS corresponds to active manifestations such as following and liking posts from contacts, commenting on third-party posts, sharing other people's content and developing and posting content such as texts, videos and photos on social networks (Correia et al., 2018;Dessart, 2017).While some people are active on social media, others are more passive (Dolan et al., 2016).According to Bailey et al. (2021), consumers who demonstrate active engagement have habits such as posting photos, videos or audio on social networks, writing and posting comments and recommending products, services, companies or brands to other users.
The HGBE-SNS is a construct that is more aligned with the metrics that managers use to measure the performance of companies in the SNS (Dessart, 2017).Souki et al. (2023) point out that understanding HGBE-SNS and its impacts on eWOM is pivotal in hospitality.Wang and Kubickova (2017) suggest that managers should develop strategies to increase user engagement in SNS to increase eWOM effectiveness.However, no previous research has shown how engagement level interferes with the strength or direction of the relationship between hotel guests' satisfaction (organism) and eWOM (responses).The hypothesis is as follows: H12. HGBE-SNS moderates the relationship between hotel guests' satisfaction with their experiences and eWOM.

Methodology
This research is quantitative and descriptive, consisting of a single cross-sectional survey.
The researchers conducted a literature review, revealing several quality factors perceived by guests to assess their hotel experiences.Also, the literature review demonstrated the need to include the price construct (Jeaheng et al., 2020;Radojevic et al., 2018).All the perceived quality factors included in the hypothetical model are benefits hotels offer their guests.On the other hand, the price corresponds to the monetary value guests pay to enjoy these benefits (Souki et al., 2020).Thus, the hypothetical model must include benefits and costs to assess guests' hotel experiences.The S-O-R theory advocates that the perceived quality and price paid by guests in their hotel experiences are stimuli that influence their emotional and cognitive states (organism) and behaviours (responses).This study's hypothetical model includes the perceived value (Souki et al., 2023;Jeaheng et al., 2020), positive and negative emotions (Souki et al., 2020;Bastiaansen et al., 2019) and satisfaction (Jeaheng et al., 2020;Alnawas and Hemsley-Brown, 2019) as Hotel guests experiences organisms.Furthermore, this hypothetical model included WOM (Bravo et al., 2019) and eWOM (Chen et al., 2022a;Line et al., 2020;Sann et al., 2020) as responses.Finally, the HGBE-SNS is an external construct that moderates the relationship between satisfaction and eWOM (Chinelato et al., 2023;Correia et al., 2018;Dolan et al., 2016).This study's constructs and their respective measurement items were adapted from previous studies (Table 1).
The questionnaire included the sociodemographic characteristics of the interviewees and contained scales with an interval of 11 points, with 0totally disagree and 10totally agree.It also included the alternative "I do not know/It does not apply" because some guests might not have used some of the services offered by the hotels.Considering that most of the constructs and indicators used in this study were adapted from the research conducted by Souki et al. (2020), the authors chose to maintain the same scale pattern used by these authors.Furthermore, there is broad support for using 11-point agreement or disagreement scales in the literature (Wu and Leung, 2017).It is because scales with more points increase sensitivity in measuring responses, allowing the capture of subtle nuances and differences in respondents' perceptions, attitudes or opinions.It is particularly relevant in multivariate statistical analyses such as structural equation modelling, which requires great precision in measuring the relationships between variables.Leung (2011) argues that 11-point scales can be treated as continuous, improving the accuracy of model parameter estimates.This author developed a study that compares the psychometric properties and the normality of Likert-type scales of 4, 5, 6 and 11 points.This study found no statistically significant differences between the scales evaluated regarding mean, standard deviation, correlation between items, item-total correlation, reliability, exploratory factor analysis or factor loading.However, the results revealed that 11-point scales are closer to normality.The author concludes that this study provides evidence to support using the 11-point Likert-type scale.Wu and Leung (2017) and Lundmark et al. (2015) corroborate that 11-point scales allow for greater response accuracy, improving measurement quality compared to more minor scales.
Respondents were guests of three hotels located in three cities in Brazil, and the sample was on convenience and accessibility.The questionnaires were applied on the premises of the hotels at different times, seven days a week, to contemplate the opinions of distinct guest profiles.The researchers used the G* Power 3.1.9.4 software (Faul et al., 2009) to ascertain the sample's adequacy and the statistical analyses' power (Hair et al., 2017;Chin and Newsted, 1999).Considering a rigorous criterion (significance of 1%, statistical power of 0.01 and the average effect size of f 2 ¼ 0.15), the recommended minimum sample size was 231 individuals (Cohen, 1988).This study involved 371 hotel guests, corresponding to 1.60 times more observations than recommended.G* Power 3 post hoc analysis revealed a statistical power of 0.999 for this research model, indicating that the sample size is acceptable.
Structural equation modelling using partial least squares tested this research's hypothetical model, as suggested by Henseler (2021a), Hair et al. (2019b) and Ali et al. (2018).ADANCO 2.3 is the statistical software that analysed this survey's data (Henseler, 2021b).Subsection 4.4 provides more information about moderation and the procedures for analysing this investigation data.

Sample description
The sample comprises 371 guests from three hotels in Brazil.Regarding gender, 55.0% are female, and 45.0% are male.The guests' age range with the highest frequencies is between 18 and 35 years old (41.5%) and between 36 and 49 years old (38.0%

Hotel guests experiences
assessed the factor loadings of the constructs' variables.Hair et al. (2019a) recommend that loads be more significant than 0.6.The minimum factor loading in this research was 0.691 (Table 1).The bootstrap test showed that all factor loadings of the variables were significantly less than 0.001.Henseler (2021a) recommends that the CFA assess the constructs' reliability.Thus, the Dijkstra-Henseler rho (rA) and the Jöreskog rho (rc) tested this research constructs' reliability.Sarstedt et al. (2017) propose that the values of these indicators must be between 0.7 and 0.9.The lowest rA found was 0.823, and rc was 0.883.Furthermore, Hair et al. (2019b) suggest that Cronbach's alpha (CA) coefficient for previously tested scales is more significant than 0.7.The lowest CA value in this research was 0.820.Therefore, all reliability indicators met the recommendations (Table 1).
The researchers tested the constructs' convergent validity through the average extracted variance (AVE), as Hair et al. (2019a) advised.This indicator assesses the average percentage of variance shared between the latent constructs (Fornell and Larcker, 1981).The convergent validity is demonstrated when the constructs' AVEs are more remarkable than 0.50 (Sarstedt et al., 2017).All variables presented an AVE above 0.636, supporting the measures' convergent validity (Table 1).
This study evaluated the discriminant validity (DV) between model constructs using the heterotrait-monotrait (HTMT) ratio of common factor correlations.Henseler (2021a) argue that the HTMT criterion allows for estimating the true correlation between two constructs.Ali et al. (2018) emphasise that the HTMT criterion is the mean of all the correlations of the indicators measuring different constructs relative to the geometric mean of the average correlations of the indicators measuring the same construct.High HTMT values demonstrate problems of DV between the constructs.HTMT values should be less than 0.90 if the model includes conceptually similar constructs and 0.85 when the constructs are distinct (Hair et al., 2019b).The HTMT values of the constructs in this research are less than 0.890, demonstrating that the DV is adequate for all constructs in the model.

Nomological model analysis
This study's structural model was evaluated through its path coefficients (}) and significance (a).Path analysis demonstrates the cause-and-effect relationships between the constructs of this study's hypothetical model.Additionally, the researchers used the bootstrapping technique to estimate the model (Hair et al., 2019a).The model path coefficients and their significance are in Figure 2.
According to Ringle et al. (2014), the model's Pearson coefficient of determination (R 2 ) evaluates the portion of the variance of the endogenous variables explained by the structural model.When its value is equal to or less than 2%, R 2 has a negligible effect.However, the impact is medium when its value equals 13%.Finally, percentages equal to or greater than 26% indicate a strong impact.The R 2 values of the model constructs in this study are available in Figure 2.This study's first three hypotheses refer to the impacts of perceived quality on satisfaction (H1), positive emotions (H2) and negative emotions (H3).The results support these hypotheses as the perceived quality impacted satisfaction (} ¼ 0.414), positive emotions (} ¼ 0.798 and R 2 ¼ 63.6%) and negative emotions (} ¼ À0.500 and R 2 ¼ 25.0%).Hypothesis H6 is supported because the perceived quality by guests regarding their hotel experiences positively impacts their perceived value (} ¼ 0.481).This result is congruent with the investigations by Souki et al. (2023) in Brazilian hotels and by Alnawas and Hemsley-Brown (2019) in the United Kingdom's hotel sector.
Hypotheses H7 and H8 tested the direct impacts of price on perceived value and guest satisfaction with their hotel experiences.The results demonstrate that price negatively influenced perceived value (} ¼ À0.471).This research finding is consistent with Souki et al. (2023) and Jeaheng et al. (2020).However, price did not directly affect satisfaction (} ¼ 0.032), corroborating the findings of Souki et al. (2020) and Jeaheng et al. (2020).In contrast, this result refutes that of Radojevic et al. (2018), where high prices were positively associated with guest satisfaction.
This survey also confirmed the direct and positive relationship between perceived value and hotel guests' satisfaction (H9), as the path coefficient found was 0.335 (p < 0.001).Jeaheng et al. (2020) and Alnawas and Hemsley-Brown (2019) also found a positive

Moderating effect of hotel guests' behavioural engagement on social networking sites on relationship between satisfaction and electronic word-of-mouth
To assess the moderating effect of the HGBE-SNS on the relationship between hotel guests' satisfaction and eWOM (H12), the researchers tested two model options, the first including and the second excluding the moderating construct.Hair et al. (2017) highlight that moderation describes a situation where the relationship between two constructs depends on a moderating variable.Hence, this variable modifies the strength or direction of the relationship between two constructs that integrate a structural model.Matos and Rossi (2008) point out that the moderation test evaluates the effect of a predictor variable on an outcome variable influenced by a third variable.Therefore, the predictor-outcome relationship must be analysed using a third variable (moderator).
The moderating effect of the HGBE-SNS on the relationship between satisfaction (predictor construct) and eWOM (response construct) was analysed following the procedures recommended by Henseler (2021a) for a two-stage approach.In the first stage, the model was estimated with all constructs present.Then, the standardised scores of the predictor construct (satisfaction) and the supposedly moderating construct (HGBE-SNS) were extracted.After that, a moderating construct was created based on the multiplication of the standardised scores of the predictor construct and the construct tested as moderator.Finally, in the second stage, a new model was tested, including the supposedly moderating construct (HGBE-SNS) and the predictor (satisfaction) and response (eWOM) constructs.
The results demonstrate that the moderator construct has an effect (f 2 ) of 0.100 with a significance of 0.01 (two-tailed) in the relationship between satisfaction and eWOM (Figure 2).Hair et al. (2017) claim that this effect is significant for moderating relationships: The model that includes the HGBE-SNS as a moderating construct of the relationship between satisfaction and eWOM reached an R 2 ¼ 54.4%.This result supports H12, confirming that the HGBE-SNS strongly moderates the relationship between satisfaction and eWOM.Dawson (2014) argues that bidirectional interactions exhibit how a relationship between an independent variable (X) and a dependent variable (Y), moderated by a third variable (M), occurs.In this study, satisfaction is the independent variable, and the dependent variable is eWOM.Figure 3 graphically shows the effects of the bidirectional interaction between the standardised variables, revealing how the HGBE-SNS moderates the relationship between satisfaction and eWOM.
A variable M moderates the relationship between variables X and Y, making it stronger or weaker depending on its variation (Gardner et al., 2017).Figure 3 presents a blue line demonstrating the relationship between guest satisfaction with hotel experiences and eWOM when HGBE-SNS is one standard deviation above the mean (high).Thus, satisfaction impacts eWOM more when guests are highly engaged in SNS.In contrast, the red dotted line illustrates the relationship between satisfaction and eWOM when HGBE-SNS is one standard deviation below the mean (low).Figure 3 shows that low HGBE-SNS weakens the relationship between guest satisfaction and eWOM.This result confirms previous studies indicating that hotel guests with low behavioural engagement in SNS tend to present a passive posture (Bailey et al., 2021).Hence, they do not seek information or share their experiences with others but only observe the content provided by third parties on the SNS (Correia et al., 2018).This result reveals that guests with low engagement on social networks tend not to communicate via eWOM, even if they have had fabulous hotel experiences.On the other hand, hotel guests with high HGBE-SNS seek information and participate more actively in SNS, sharing their experiences and influencing others (Souki et al., 2022;Bailey et al., 2021;Correia et al., 2018).Therefore, guests with satisfactory moments in hotels and high HGBE-SNS tend to develop and share content on their experiences through eWOM.
Additionally, the authors tested an alternative model, excluding the construct HGBE-SNS.However, the results reveal that the Pearson determination coefficient of the eWOM was much lower (R 2 ¼ 6.3%) compared to the model that includes the HGBE-SNS (R 2 ¼ 54.4%).

Theoretical implications
No previous studies used the S-O-R theory to simultaneously describe the relationships between all the constructs contemplated in the present study (stimulusperceived quality

Hotel guests experiences
and price; organismperceived value, satisfaction, positive and negative emotions; and responses -WOM and eWOM).Moreover, to the best of the authors' knowledge, no prior research tested the moderator effect of HGBE-SNS on the relationship between hotel guests' satisfaction and eWOM.Hence, this study's first theoretical implication is to concurrently demonstrate the direct impacts of perceived quality by hotel guests (stimulus) on the organism (emotional and cognitive states), represented by satisfaction (H1), positive emotions (H2), negative emotions (H3) and perceived value (H6).Furthermore, it reveals that positive emotions positively impact guests' satisfaction (H4), and negative emotions negatively affect it (H5), corroborating with the study by Chinelato et al. (2023).This research's second theoretical implication is to prove that price (stimulus) does not directly affect the satisfaction of hotel guests (organism).Thus, the rejection of hypothesis H8 fills the first gap identified in the present study.It is worth mentioning that prior studies covering this relationship are contradictory, as some show a positive relationship, others a negative relationship, and others do not prove links between such constructs (Jeaheng et al., 2020;Souki et al., 2020;Radojevic et al., 2018).On the other hand, price (stimulus) negatively impacts perceived value (organism), supporting H7.This finding corroborates previous studies' results (Jeaheng et al., 2020;Souki et al., 2020).Perceived value positively impacted satisfaction (H9), confirming preceding research (Jeaheng et al., 2020;Souki et al., 2020;Alnawas and Hemsley-Brown, 2019).This study's third theoretical implication is to demonstrate that guest satisfaction with their hotel experiences (organism) impacts WOM and eWOM simultaneously (responses), supporting H10 and H11.However, satisfaction explains WOM more pronouncedly (R 2 ¼ 55.5%) than eWOM (R 2 ¼ 6.3%), filling this study's second theoretical gap.This study's fourth theoretical contribution is to reveal that the explanatory power of satisfaction on the eWOM substantially amplifies under the moderating effect of the HGBE-SNS (from R 2 ¼ 6.3% to R 2 ¼ 54.6%).The results prove that HGBE-SNS intensifies the strength of the relationship between satisfaction and eWOM, as proposed by H12.Hence, guests with low HGBE-SNS tend not to eWOM, even if they are satisfied with their hotel experience (Figure 3).On the other hand, guests with high HGBE-SNS intensify eWOM about their hotel experiences as their satisfaction increases.This result fills this study's third theoretical gap.

Managerial contributions
The present study provides several managerial contributions.The first contribution is proving that hotels must offer their guests experiences that generate a high perception of quality in both tangible attributes (e.g.infrastructure, accessibility and convenience) and intangible attributes (e.g.service quality, atmosphere and customer orientation) as a stimulus to positively impact the perceived value, positive emotions and satisfaction.Such information supports hotel managers in prioritising the attributes that most positively influence the quality of their customers' experiences.Marketing and social media managers should highlight these attributes in marketing campaigns.Moreover, customer service teams and hotel employees must provide high-quality, customer-oriented services.Employees must be polite and kind, maintaining a pleasant atmosphere.In addition, they must respond to customers' questions, be willing to help and seek solutions quickly, effectively and punctually.
The second managerial contribution is that price does not directly influence guest satisfaction regarding hotel experiences.On the other hand, perceived value positively impacts satisfaction.Accordingly, hotel managers should refute strategies based exclusively on price reduction as a stimulus to increase guests' satisfaction.Pricing strategies must also consider the quality attributes guests perceive during their hotel experiences to increase perceived value and, indirectly, satisfaction.Furthermore, marketing and social media managers should create campaigns highlighting the benefits and value of the hotel experience rather than focusing solely on discounts and price offers.This study's third managerial contribution is to reveal that guest satisfaction with their hotel experiences influences WOM and eWOM differently.These constructs are conceptually distinct and have specific indicators and dissimilar antecedents.It is managerially inappropriate to extrapolate survey results on hotel guest WOM to eWOM and vice versa.Therefore, they must establish specific systems for monitoring guest reviews through WOM and eWOM, to react according to customers' communication preferences.
The study's fourth managerial contribution is that offering what guests perceive as highquality experiences is not always enough to influence eWOM positively.Also, hotel marketing and social media professionals must realise that guests must be satisfied and highly engaged in SNS to share their positive experiences intensely through eWOM.Hence, those professionals ought to recognise that groups of guests may have distinct behaviours regarding sharing their experiences.Consequently, they must segment guests based on their HGBE-SNS and develop different strategies depending on the behavioural profile of their customers.
Marketing and social media professionals can encourage guests with high HGBE-SNS to share their hotel experiences by sharing pictures and videos of attractive and stimulating areas using hotel-related hashtags on SNS.Finally, hotels should offer exclusive benefits for customers with high HGBE-SNS to share their experiences on SNS.Hence, if the HGBE-SNS is high, hotels should encourage guests to report their experiences through eWOM and monitor whether the reviews are positive or negative.If the eWOM is positive, the hotel will have achieved the desired attitudinal and behavioural responses.However, some guests unfavourably perceive the quality of their hotel experiences, impacting their negative emotions, perceived value and satisfaction.In these cases, the eWOM will be negative.Thus, the hotel must use service recovery strategies to improve the quality of guest experiences, generating positive affective, cognitive and behavioural repercussions.
Customers with low HGBE-SNS tend not to use SNS to search for hotel information, tag people in photos taken at these establishments or share content on social networks when staying in hotels.In these circumstances, eWOM is not adequate.However, WOM tends to be a more reasonable alternative for communicating hotel guest experiences.Hotels should maintain traditional survey methods to monitor guest perceptions of quality, attitudes and behavioural intentions to gather feedback from those sharing their offline experiences (WOM).Finally, marketers and social media professionals should encourage increased customer engagement on social media through contests or sweepstakes.
Table 2 summarises this study's conclusions and its theoretical implications and managerial contributions:

Research limitations and directions for future research
This study has some limitations.The first limitation is that it included guests from three hotels in Brazilian cities. Future studies may find different results if they include hotel guests in other countries.Moreover, the proposed model can be adapted and tested in hotels of distinct categories, such as boutique hotels, chain hotels, luxury hotels, lifestyle hotels and farm hotels.
The second limitation is that respondents completed the questionnaires at a specific time (single cross-sectional study).Future studies may use a multiple cross-sectional or longitudinal design to monitor the evolution of guests' behaviour over time.
The third limitation is that it only tested the moderating effect of the HGBE-SNS on the relationship between satisfaction and WOM.Future studies may contemplate other Hotel guests experiences constructs that moderate the relationship between stimulus and organism and between organism and response.
Future research may include other antecedent and consequent constructs of WOM and eWOM, expanding theoretical and managerial knowledge on these topics.Finally, future research may use the S-O-R theory to analyse other models, including distinct constructs such as stimuli, organisms and responses.This study identifies tangible and intangible attributes that positively stimulate perceived value, positive emotions and satisfaction (organism).Such attributes act as stimuli for a nomological chain explained by S-O-R theory that results in behavioural responses (WOM and eWOM).Hotels should prioritise and publicise the attributes that most positively influence the quality guests perceive regarding their experiences The S-O-R theory has never been used in previous investigations in hospitality to describe all the relationships contemplated in the present study This study is more comprehensive than the previous ones by simultaneously demonstrating that the quality perceived by hotel guests is a stimulus that influences satisfaction, positive emotions, negative emotions and perceived value (organism).Positive emotions positively impact guest satisfaction, and negative emotions negatively affect their satisfaction.Guests' satisfaction impacts WOM and eWOM (responses).HGBE-SNS moderates the relationship between hotel guests' satisfaction with experiences and eWOM The results of prior research addressing the relationship between price and guest satisfaction are contradictory This research proves that price does not directly affect hotel guest satisfaction.Hence, hotel managers should refute strategies based exclusively on price reduction as a stimulus to increase guests' satisfaction Studies that simultaneously focus on the impacts of satisfaction on WOM and eWOM are scarce.The conditions that satisfaction impacts WOM and eWOM differ Hotel guests' satisfaction positively affects both WOM and eWOM.However, satisfaction impacts WOM more pronouncedly than eWOM.The explanatory power of satisfaction in eWOM is amplified under the moderating effect of HGBE-SNS.Therefore, hotel managers must segment customers based on their HGBE-SNS and develop distinct strategies depending on guests' behavioural profiles Figure 1.Hypothetical model Chinelato et al. (2023) andSouki et al. (2020) found similar results in restaurants in Peru and Brazil, respectively.The research's results also supported the impacts of positive emotions (H4) and negative emotions (H5) on guest satisfaction regarding their hotel experiences.The results reveal positive emotions positively impacted guest satisfaction (} ¼ 0.196).The studies by Serra-Cantallops et al. (2020), conducted with hotel guests in five countries, and Bravo et al. (2019) in hotels in Spain confirm this research finding.On the other hand, negative emotions negatively affected their satisfaction with their hotel experiences (} ¼ À0.072).Such findings coincide with studies in restaurants conducted by Chinelato et al. (2023) in Peru and Souki et al. (2020) in Brazil.
Figure 2. Structural model Figure 3. Effects of the bidirectional interaction between the standardised variables