Tourist Satisfaction through Hotel Aesthetics in Kuantan, Malaysia

This study explores how hotel design and appearance influence tourists’ satisfaction in Kuantan, Malaysia. Today, many tourists care about how a hotel looks and feels, but there hasn’t been much research on how these design features affect their experience. This study focuses on three key areas that matter to tourists: the hotel’s visual design (like rooms and décor), how the hotel package is presented, and the look and feel of food and dining. A total of 394 tourists who had stayed in visually attractive hotels took part in an online survey. Their responses were analyzed using SPSS. The results show that all three aesthetic elements strongly affect how satisfied tourists feel, especially the design of the overall hotel package (β = 0.444), followed by food and dining aesthetics (β = 0.342), and visual design (β = 0.186). This means when hotels are beautifully designed, culturally inspired, and visually pleasing, tourists are more likely to enjoy their stay, feel connected, and return in the future. These findings offer helpful insights for hotel operators in Kuantan to improve their services and better meet the expectations of today’s tourists.

HOTEL AND TOURISM MANAGEMENT

1. Preko, G.K. Amoako, R.K. Dzogbenuku, J. Kosiba, Digital tourism experience for tourist site revisit: an empirical view from Ghana, J. Hospital. Tour. Insights (2022). [Google Scholar] [Crossref]

2. A.F. Costales, S.B. Sapin, M.A.R.B.S. Decena, S.L. Ramos, M.O. Medrano, Quantitative study on food aesthetics, marketing mix, and customers’ satisfaction among restaurant establishments in Calamba city, Laguna, Philippines, Tourism and Sustainable Development Review 3 (2) (2022) 26–56. aesthetic distance among tourists in Turkey, European Journal of Tourism Research 33 (2023) 3308, 3308. [Google Scholar] [Crossref]

3. Ajzen, I. (1991). The theory of planned behavior. [Google Scholar] [Crossref]

4. Ali, F., et al. (2020). The role of aesthetic experiential qualities for tourist satisfaction and loyalty. International Journal of Culture, Tourism and Hospitality Research, 14(1), 1–17. [Google Scholar] [Crossref]

5. An example in the Rukai tribal area, Taiwan. Tourism Management, 27(6), 1224–1234. antecedents and consequences. Anatolia, 1–17. [Google Scholar] [Crossref]

6. Asmara, T. N. a. T., & Mohi, Z. (2024). The physical environment quality of the theme hotels in Malaysia: Are guests satisfied? JOURNAL OF TOURISM CULINARY AND ENTREPRENEURSHIP (JTCE), 4(2), 148–175. [Google Scholar] [Crossref]

7. Balancing aesthetics and functionality. International Journal of Hospitality Management, 48(4), 58-72. [Google Scholar] [Crossref]

8. Barnes, B. R., Sheys, T., & Morris, D. S. (2005). Analysing service quality: The case of a US military club. Total Quality Management & Business Excellence, 16(8–9), 955–967. [Google Scholar] [Crossref]

9. Baumgarten, A.G. Translated by Ming Jian and Xuxiao Wang Aesthetik; Culture and Art Publishing House: Beijing, China, 1987. [Google Scholar] [Crossref]

10. Biswas, C., Deb, S. K., Hasan, A. A., & Khandakar, M. S. A. (2020). Mediating effect of tourists’ emotional involvement on the relationship between destination attributes and tourist satisfaction. Journal of Hospitality and Tourism Insights, 4(4), 490–510. [Google Scholar] [Crossref]

11. Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71. [Google Scholar] [Crossref]

12. Bloch, P. H., Brunel, F. F., & Arnold, T. J. (2003). Individual differences in the centrality of visual product aesthetics. Journal of Consumer Research, 29(4), 551–565. [Google Scholar] [Crossref]

13. Bolen, M.C. (2020). Exploring the determinants of users’ continuance intention in smartwatches.*Technological Forecasting and Social Change, 60*, 101209. [Google Scholar] [Crossref]

14. Bonard, C., et al. (2021). Pleasure and aesthetics in food consumption: The role of cultural context. Appetite, 158, 105018. [Google Scholar] [Crossref]

15. Bowling, A., Rowe, G., & Mckee, M. (2013). Patients’ experiences of their healthcare in relation to their expectations and satisfaction: A population survey. Journal of the Royal Society of Medicine, 106(4), 143–149. [Google Scholar] [Crossref]

16. Breiby, M. A. (2014). Exploring aesthetic dimensions in a nature-based tourism context. Journal of Vacation Marketing, 20(2), 163–173. [Google Scholar] [Crossref]

17. Breiby, M. A. (2015)." Exploring aesthetic dimensions in nature-based tourist experiences". Tourism Analysis, Vol 20 No 4, 369–380. [Google Scholar] [Crossref]

18. Breiby, M. A., & Slåtten, T. (2018). The role of aesthetic experiential qualities for tourist satisfaction and loyalty. International Journal of Culture, Tourism and Hospitality Research, 12(1), 1–14. [Google Scholar] [Crossref]

19. Breiby, M.A.; Slåtten, T. The Effects of Aesthetic Experiential Qualities on Tourists‘ Positive Emotions and Loyalty: A Case of a Nature-Based Context in Norway. J. Qual. Assur. Hosp. Tour. 2015, 16, 323–346. [Google Scholar] [Crossref]

20. Brown, T., & Lee, M. (2022). The effects of design coherence on hotel guest satisfaction: Bonard, F. Cova, S. Humbert-Droz, De gustibus est disputandum: an empirical investigation of the folk concept of aesthetic taste, in: Perspectives on Taste, Routledge, 2021, pp. 77–108. [Google Scholar] [Crossref]

21. Chang, J. (2005). Segmenting tourists to aboriginal cultural festivals: Chen, H., Tsai, Y., & Lee, K. (2021). Destination image, satisfaction, and loyalty: A revisit of structural relationships. Journal of Travel & Tourism Marketing, 38(2), 172–188. [Google Scholar] [Crossref]

22. Chitturi, R., Londoño, J. C., & Henriquez, M. C. (2021). Visual design elements of product packaging: Implications for consumers’ emotions, perceptions of quality, and price. Color Research & Application, 47(3), 729–744. [Google Scholar] [Crossref]

23. Cho, C.-H., Hyun, J. H., & Lee, S. (2016). What e-SERVPERF in recruiting websites does affect users’ perceived value, satisfaction, and revisit intention? Total Quality Management & Business Excellence, 27(5-6), 602-617. [Google Scholar] [Crossref]

24. Deming,W. E. (1950). Some theory of sampling. Dover. [Google Scholar] [Crossref]

25. Dutta, P. K., Padhi, A., Das, S., Sharma, V. K., & Yu, P. (2025). AI and Innovation in HRM. In Routledge eBooks. [Google Scholar] [Crossref]

26. Eco, U. History of Beauty; Rizzoli: New York, NY, USA, 2012. [Google Scholar] [Crossref]

27. Faludi, J. (Ed.). (2025). Sustainable Design from Vision to Action (1st ed.). Routledge. [Google Scholar] [Crossref]

28. G.J. Selz, Aesthetics. A Companion to Ancient Near Eastern Art, 2018, pp. 359–381. [Google Scholar] [Crossref]

29. Genc, R., et al. (2020). The aesthetic dimensions of tourist destinations and their impact on satisfaction. Tourism Review, 75(2), 351–365. [Google Scholar] [Crossref]

30. Ghazali, H., Ying, C. Y., Mansor, Z. D., & Othman, M. a. R. (2024). Determinants of Job Stress among Fast Food Employees in Klang Valley, Malaysia International Journal of Research and Innovation in Social Science, VIII(VII), 2635–2647. [Google Scholar] [Crossref]

31. Gu, X.Y.; Xiong, K.N.; Zhang, J.; Chen, H. A Comprehensive Analysis on Integrity Conservation of World Natural Heritage Site and Buffer Zone Tourism Development with an Implication for Karst Heritage Sites. Geoherit. 2023, 15, 8. [Google Scholar] [Crossref]

32. Heritage, culture and society. (2016). In CRC Press eBooks. Hospitality Development in Vietnam. In Routledge eBooks. [Google Scholar] [Crossref]

33. Hoyer, W. D., & Stokburger-Sauer, N. E. (2011). The role of aesthetic taste in consumer behavior. [Google Scholar] [Crossref]

34. J. Wang, Y. Hsu, Does sustainable perceived value play a key role in the purchase intention driven by product aesthetics? Taking smartwatch as an example, Sustainability 11 (23) (2019) 6806.Journal of the Academy of Marketing Science, 40(1), 167–180. Journal of Travel Research, 45(4), 413–425. [Google Scholar] [Crossref]

35. Kim, J.-H., Ritchie, J. R. B., & McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51(1), 12-25. [Google Scholar] [Crossref]

36. Kirillova, K., & Lehto, X. (2015). Destination aesthetics and aesthetic distance in tourism experience. Journal of Travel & Tourism Marketing, 32(8), 1051–1068. [Google Scholar] [Crossref]

37. Ksenia Kirillova & Xinran Lehto (2015): Destination Aesthetics and Aesthetic Distance in Tourism Experience, Journal of Travel & Tourism Marketing, [Google Scholar] [Crossref]

38. Lee, H., & Han, J. (2022). Cultural taste and tourist food preferences: Who decides what’s tasteful? International Journal of Gastronomy and Food Science, 28, 100453. [Google Scholar] [Crossref]

39. Lee, J., Jiun, L., Kuo, C., & Muhos, M. (2015). Architectural tourism: An act of going by dated residence such as a standard structure or an antique house for witnessing and embracing the architecture. International Journal of Culture, Tourism and Hospitality Research, 9(3), 276-290. [Google Scholar] [Crossref]

40. Lee, W. (2006). The impact of customer satisfaction and perceived value on loyalty: Lee, Y., & Kim, S. (2021). Emotional design and brand loyalty in tourism marketing. Journal of Travel & Tourism Marketing, 38(4), 377–392. [Google Scholar] [Crossref]

41. M.A. Breiby, Exploring aesthetic dimensions in a nature-based tourism context, J. Vacat. Mark. 20 (2) (2014) 163–173. [Google Scholar] [Crossref]

42. MALAYSIA’S TOURISM PERFORMANCE IN 2010. (2010.). https://www.tourism.gov.my/media/view/malaysia-s-tourism-performance-in-2010 [Google Scholar] [Crossref]

43. Mehmetoglu, M., & Engen, M. (2011). Pine and Gilmore's Concept of Experience Economy and Its Dimensions: An Empirical Examination in Tourism. Journal of Quality Assurance in Hospitality & Tourism, 12(4), 237–255. [Google Scholar] [Crossref]

44. Mundher, R.; Abu Bakar, S.; Maulan, S.; Mohd Yusof, M.J.; Al-Sharaa, A.; Aziz, A.; Gao, H. Aesthetic Quality Assessment of Landscapes as a Model for Urban Forest Areas: A Systematic Literature Review. Forests 2022, 13, 991.Pain, 60(1), 8–12. [Google Scholar] [Crossref]

45. Musoni, A., Kimani, P. M., Narla, R., Buruchara, R. A., & Kelly, J. D. (2024). African Journal of Agricultural Research. African Journal of Agricultural Research. Organizational Behavior and Human Decision Processes, 50(2), 179–211. [Google Scholar] [Crossref]

46. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40. [Google Scholar] [Crossref]

47. Park, J., Cho, H., & Chae, Y. (2022). Visual appeal and tourist decision-making: How packaging influences brand choice. Tourism Management Perspectives, 42, 100955. [Google Scholar] [Crossref]

48. Park, Y., & Kim, M. (2023). The role of taste aesthetics in tourist satisfaction and local food experience. Tourism Management Perspectives, 45, 101104. [Google Scholar] [Crossref]

49. Pine, B. J., & Gilmore, J. H. (1999). The Experience Economy: Work Is Theatre & Every Business a Stage. Harvard Business School Press. [Google Scholar] [Crossref]

50. Priyadarshini S, Bindu, Sumathy, M., & Dorathy, A. A. (2024). Gastronomic Identities: Quang, T. D., & Vo-Thanh, T. (2025). Routledge Handbook of Tourism and [Google Scholar] [Crossref]

51. R. Chitturi, J.C. Londono, C.A. Amezquita, The influence of colour and shape of package design on consumer preference: the case of orange juice, International Journal of Innovation and Economic Development 5 (2) (2019) 42–56. [Google Scholar] [Crossref]

52. Radzi, S. M., Zulkifly, M. I., Mohi, Z., & Patah, M. O. R. A. Tourism, Hospitality and Culinary Arts. [Google Scholar] [Crossref]

53. Rahi, S. (2017). Research design and methods: A systematic review of research paradigms,sampling issues and instrument development. International Journal of Economics & Management Sciences, 6(2), 1-5. [Google Scholar] [Crossref]

54. Rahman, S., Ahmad, R., & Noor, N. M. M. (2022). Tourist satisfaction and recommendation behavior in Malaysian island tourism. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 11(1), 55–68. [Google Scholar] [Crossref]

55. Rames, A. M., Siang, T. G., & Fern, Y. S. (2021). Determinants of excursionists’ satisfaction and loyalty towards architectural tourism in Ipoh Township, Malaysia. Tourism and Sustainable Development Review, 2(1), 1–18. [Google Scholar] [Crossref]

56. Reimann, M., Zaichkowsky, J. L., & Neuhaus, C. (2020). Neuroaesthetics in marketing: Brain responses to visual package design. Journal of Consumer Psychology, 30(2), 180–195. [Google Scholar] [Crossref]

57. Ryu, K., & Jang, S. S. (2007). The influence of environmental perceptions on behavioral intentions through emotions: The case of hotel restaurants. International Journal of Hospitality Management, 26(4), 771-791. [Google Scholar] [Crossref]

58. S.F. Fokkinga, P.M. Desmet, Ten ways to design for disgust, sadness, and other enjoyments: a design approach to enrich product experiences with negative emotions, Int. J. Des. 7 (1) (2013). [Google Scholar] [Crossref]

59. S.G. Genc, S.P. Temizkan, Destination aesthetics: an empirical study of aesthetic judgment and Saad, M., Lokman, A. K., Azman, M. H., & Othman, N. (2022). AESTHETIC QUALITIES OF ISLAND TOURISM IN MALAYSIA’S EAST COAST REGION: DOES DURATION OF STAY MATTER IN SATISFYING TOURISTS? Deleted Journal, 11(1), 53–68. [Google Scholar] [Crossref]

60. Sekaran, U. (2006). Research Methods For Business: A Skill Building Approach. 4th ed. New Delhi: Wiley India Pvt. Ltd.. SOM (2007). Standard SKIM ORGANIK MALAYSIA (SOM) Malaysian Organic Scheme [accessed date 1st October 2015] [Google Scholar] [Crossref]

61. Shi AQ, Huo FR and Hou GH (2021) Effects of Design Aesthetics on the Perceived Value of a Product. Front. Psychol. 12:670800. [Google Scholar] [Crossref]

62. Shi, A., Huo, F., & Hou, G. (2021). Effects of design aesthetics on the perceived value of a product. Frontiers in Psychology, 12. [Google Scholar] [Crossref]

63. Smith, J., & Johnson, L. (2023). The impact of online marketing on tourist satisfaction: Bridging the gap between perceived and actual experiences. Journal of Hospitality and Tourism, 35(2), 120-134. [Google Scholar] [Crossref]

64. Statista. (2025, July 10). Health spending in Suriname as share of GDP 2010-2021. https://www.statista.com/statistics/952675/suriname-health-expenditure-share-gdp/ [Google Scholar] [Crossref]

65. Statistics, M. T. (2024). Malaysia Tourism Statistics. https://data.tourism.gov.my/ T. Dhanabalan, K. Subha, R. Shanthi, A. Sathish, Factors infuencing consumers’ car purchasing decision in Indian automobile industry, Int. J. Mech. Eng. Technol. 9 (10) (2018) 53–63. [Google Scholar] [Crossref]

66. Tasci, A. D., & Gartner, W. C. (2007). Destination Image and its functional relationships. the moderating effects of sensation seeking traits. International Journal of Tourism Sciences, 6(1), 65–78. [Google Scholar] [Crossref]

67. The role of food in cultural belonging. Journal of Ecohumanism, 3(7), 3809–3815. [Google Scholar] [Crossref]

68. The Sun Daily. (2024). Pahang records 13.7 million tourist arrivals, with estimated spending of RM12.35 billion. [Google Scholar] [Crossref]

69. Tourism in Malaysia. (2024, October 7). Statista. https://www.statista.com/topics/5741/travel-and-tourism-in-malaysia/#topicOverview [Google Scholar] [Crossref]

70. Tulasi, E. E., Ashiaby, O. E., Kodua, P., Ahlijah, B., & Agyeman-Duah, M. O. (2024). The role of aesthetics in tourist satisfaction in the Ghanaian hospitality industry. Heliyon, 10(12), e32944. [Google Scholar] [Crossref]

71. Turner, D. P. (2020). Sampling methods in research design. Headache the Journal of Head and Face W.D. Hoyer, N.E. Stokburger-Sauer, The role of aesthetic taste in consumer behaviour, J. Acad. Market. Sci. 40 (1) (2012) 167–180. [Google Scholar] [Crossref]

72. Wen, Y., Luo, F., & Li, H. (2024). The Impact of Aesthetic Expectations and Aesthetic Experiential Qualities on Tourist Satisfaction: A Case Study of the Zhangjiajie National Forest Park. Forests, 15, 378. [Google Scholar] [Crossref]

73. Wong, C. H., Ng, M. P., & Khan, M. K. (2024). Factors influencing consumer behavior towards intention and the selection of luxury hotels in Malaysia using Theory of Planned Behavior. Innovative Marketing, 20(3), 81–96. [Google Scholar] [Crossref]

74. X. Deng, S.K. Hui, J.W. Hutchinson, Consumer preferences for color combinations: an empirical analysis of similarity-based color relationships, J. Consum. Psychol. 20 (4) (2010) 476–484. [Google Scholar] [Crossref]

75. Y. Mumcu, H.S. Kimzan, The effect of visual product aesthetics on consumers’ price sensitivity, Procedia Econ. Finance 26 (2015) 528–534. [Google Scholar] [Crossref]

76. Yap, C. S., Ahmad, R., & Zhu, P. (2018). International tourist satisfaction in Malaysia: Ying, K. S., Jusoh, A., Khalifah, Z., & Said, H. (2015). An Empirical study of tourist satisfaction in Malaysia. Mediterranean Journal of Social Sciences. [Google Scholar] [Crossref]

77. Zhang, J.; Xiong, K.N.; Liu, Z.J.; He, L.X. Research progress on world natural heritage conservation: Its buffer zones and the implications. Herit. Sci. 2022, 10, 102. [Google Scholar] [Crossref]

78. Zhou, J., & Guo, Y. (2022). Product aesthetics and emotional attachment in consumer decision-making. Journal of Consumer Behaviour, 21(3), 421–437. [Google Scholar] [Crossref]

• Assessment of the Role of Artificial Intelligence in Repositioning TVET for Economic Development in Nigeria
• Teachers’ Use of Assure Model Instructional Design on Learners’ Problem Solving Efficacy in Secondary Schools in Bungoma County, Kenya
• “E-Booksan Ang Kaalaman”: Development, Validation, and Utilization of Electronic Book in Academic Performance of Grade 9 Students in Social Studies
• Analyzing EFL University Students’ Academic Speaking Skills Through Self-Recorded Video Presentation
• Major Findings of The Study on Total Quality Management in Teachers’ Education Institutions (TEIs) In Assam – An Evaluative Study