Impact of individual cultural values on hotel guests’ positive emotions and positive eWOM intention: Extending the cognitive appraisal framework

Purpose The purpose of this study is to extend cognitive appraisal theory by integrating customers’ individual difference factors, specifically cultural values. This study examines the effect of individual cultural values on hotel customers’ positive emotions and electronic word-of-mouth (eWOM) creation intention. Design/methodology/approach Online surveys were administered via MTurk. Adults with a recent hotel stay were invited to participate in this study. In all, 331 valid questionnaires were used for data analysis. Findings The results show that collectivism, indulgence and power distance have positive effects on pride, and that indulgence has a positive effect on pleasure. Both pleasure and pride have significant impacts on eWOM creation intention, with the effect of pleasure being stronger. Practical implications This study deepens hotel practitioners’ understanding of the formation of hotel guests’ eWOM creation intention and offers suggestions on how to facilitate eWOM advocacy. Originality/value This study highlights the versatility of cognitive appraisal theory with the inclusion of individual cultural values in the hotel eWOM context. This study delineates the underlying psychological process of how individual cultural values lead to positive eWOM intention via positive emotions that hotel guests experience during their visit. This psychological process is understudied, yet critical for the success of hotel companies that cater to many culturally diverse guests.