The Hotel Architectural Design Factors Influencing Consumer Destinations: A Case Study of Three-Star Hotels in Hua Hin, Thailand

Abstract

This study employs a mixed-methods research design to explore the architectural design and service factors influencing consumer choices in three-star hotels in Hua Hin District, Prachuap Khiri Khan Province. Initial data were gathered through in-depth interviews with 60 architects, designers, and marketing experts to identify key factors. These factors were then used to conduct in-depth interviews with 70 Thai consumers and tourists. The qualitative data from both groups were analyzed using thematic content analysis to identify significant themes, while the quantitative data were assessed using chi-square goodness of fit tests to evaluate the significance of the identified factors. Findings indicate that aesthetic appeal, physical comfort, emotional comfort, and security and sensibility are critical in influencing hotel choice. These results provide valuable insights for hotel owners, designers, and marketers, emphasizing the importance of aligning hotel design and service offerings with consumer preferences. These factors will help create positive impressions, enhance satisfaction, and influence consumers’ decisions to choose and utilize hotel services.

1. Introduction

The design of a hotel is a critical factor enabling businesses to compete effectively [1,2]. The role of architecture in shaping consumer motivation is evident as it influences tourists’ behaviors and perceptions [1,2,3]. Effective hotel design not only enhances economic and social value but also reinforces a robust brand identity [1,2,3]. The consideration of materials, surface textures, and technologies enhances visitor comfort while fostering a relaxing atmosphere [3,4,5,6]. As consumer behavior profoundly impacts various business sectors, architects and designers must adapt to convey art and architectural beauty effectively to users. Recent studies highlight the growing importance of environmental design in enhancing customer satisfaction and loyalty [7,8].

Neil Morgan [9] highlighted the significance of integrating ideas from both marketing and architecture, necessitating adjustments for comprehensive design services. Diverse evaluations of architectural beauty are influenced by knowledge, background, and experience [10,11,12,13]. This underscores the challenge for architects relying on personal attitudes, making it difficult to accurately assess the needs of the general public [13,14,15,16]. Understanding consumer needs is crucial for marketers to strategically plan products and services, as aesthetics emphasizing value and positive perception significantly contribute to public satisfaction [17,18].

The outbreak of COVID-19 has significantly impacted the hospitality and tourism industry [19,20,21]. Even though the epidemic has subsided, COVID-19 continues to have long-term negative impacts on the hotel business [22,23]. Hotels must adapt their marketing strategies as consumer accommodation preferences have changed due to this circumstance [23,24]. Thus, researching effective hotel strategies to influence consumers’ accommodation choices is essential. Recent research indicates a shift in consumer preferences towards hygiene and safety, highlighting the need for hotels to adapt [25].

While hotel design may seem like a long-term marketing strategy that influences consumer accommodation choices, academic understanding of this aspect remains surprisingly sparse. This is an interesting gap worth exploring in research. Previous studies often compare only the perspectives of architects and the general public or focus on consumer satisfaction in large hotels. However, there is limited research comparing stakeholders in the hotel industry with consumers, especially in the context of three-star hotels. Additionally, integrating the perspectives of hotel design experts, architects, and marketers working together is rarely seen in existing studies [25,26,27,28].

This is particularly pertinent given the changing consumer demands for three-star hotels, which have evolved significantly, especially post-COVID-19. A comprehensive examination of how these factors collectively influence consumer choices in this specific segment is needed. Therefore, our study aims to bridge this gap by examining the architectural design factors that transform hotels into consumer destinations. By employing primary consumer data as the foundation for analysis, we aim to obtain conclusive answers regarding their effectiveness in addressing the post-COVID-19 situation.

To achieve the objective of exploring the architectural design and service factors that influence consumer choices in three-star hotels: Expected Benefits: 1. Provide valuable insights for hotel owners, designers, and marketers, emphasizing the importance of aligning hotel design and service offerings with consumer preferences. 2. Help create positive impressions, enhance satisfaction, and influence consumers’ decisions to choose and utilize hotel services. 3. Contribute to the academic literature and practical applications in the hospitality industry by bridging the gap in understanding the impact of hotel design on consumer behavior.

Thus, we pose the question: What are the characteristics of the hotel architectural design factors that influence consumer destinations from the consumer’s perspective?

This document consists of five sections: Section 1 provides an introduction, offering an overview of this research study, including the background, problem statement, research objectives, importance of this study, and research questions. Section 2 discusses the literature review, covering important topics such as aesthetics, physical comfort, emotional comfort, safety, and feelings. Section 3 outlines the methodology, describing the research methods used, research planning, and the development of interview guidelines and questionnaires. It also details the sample group combination and the integration of qualitative and quantitative methods, including statistical tests. Section 4 presents the research results, highlighting the importance of various factors that influence consumer decision-making. Section 5 provides a summary and discussion of the key research findings, their implications for hotel owners, designers, and marketers, addresses this study’s limitations, and offers suggestions for future research, considering geographic and demographic boundaries and other related factors.

2. Literature Review

2.1. The Characteristics of Hotels in Aesthetic Perception and Evaluation Approach

The aesthetic assessment of architectural design extends beyond the realm of the architect–designer and should encompass various professional groups, including the general public. The aesthetic appeal of the built environment holds intrinsic value and plays a significant role in overall satisfaction [26,28]. Comparative studies have examined how architects and other professionals perceive and evaluate the aesthetic aspects of a building façade, revealing differences in views on uniqueness, novelty, complexity, and the importance of design in meeting public needs [22,23,24,25,26,27,28]. These factors have been shown to positively influence consumers.

Previous research indicates that both architects and other experts possess a moderate understanding of the complexity of beauty [29,30]. However, only architects and designers understand higher complexity better than consumers, which does not always reflect the true needs of consumers. This discrepancy can create challenges. Architects face difficulties when evaluating perceived beauty, especially when assessments are carried out by experts from non-architectural fields and by consumers, who are the actual users of the building [27,30]. Additionally, simplicity positively affects the beauty of building façades, while excessive complexity can hinder understanding [18,28,29]. Elements of uniqueness, novelty, and originality strongly influence physical perception and overall aesthetics, particularly among individuals outside the architectural profession.

Various factors influence consumer judgment and perception, including design concept themes, beauty, style, environment, and creativity. An attractive perspective and appearance, harmony, and balance are crucial in architectural design. The materials used should correspond to existing physical properties, and complexity should be carefully managed to maximize satisfaction, as excessive simplification can lead to decreased satisfaction [26,30,31]. A deeper understanding of aesthetic perception and building evaluation highlights the multifaceted nature of architectural aesthetics and underscores the importance of considering diverse perspectives, including those of non-architects and experts from other fields, to create designs that resonate with a wide audience.

2.2. The Characteristics of Hotels in Physical Comfort Approach

Understanding Perspectives of Architects, Experts, and Consumers on Urban Design. Research by Llinares and colleagues [31,32] highlights the differences in perspectives between architects, other experts, and consumers, extending beyond building styles into urban design awareness. This research provides valuable insights into physical features, space, size, shape, and emotional impressions that significantly influence spatial decision-making.

Both architects and other experts, including consumers, share similar perceptions of colors. Emotional factors influencing space selection result in similar opinions when choosing living spaces. However, differences arise in investment decisions, where appearance, elegance, and value hold varying degrees of importance. Variability in perception of space, beauty, width, and landscape significantly affects both groups, highlighting the importance of physical aspects in the decision-making process. Studies by Devlin and Nasar and Gibson et al. suggest that there are no significant differences in urban district selection between architects, other professionals, and consumers [33,34,35]. Despite minor differences, their basic personality traits and emotional factors remain similar. However, the analysis of the physical environment and space within city management aims to improve overall appearance, with nature significantly affecting consumer stimulus [36,37].

Beyond buildings, the perception of the overall physical environment serves as an important motivator, representing satisfaction and aesthetic evaluation. This factor differs greatly between architects and other professions [11,38]. Aesthetics and physical comfort profoundly influence perception, interpreting physical and emotional interference, and playing a crucial role in understanding and evaluating creative design insights [39]. Interpreting physical structures is essential for the systematic analysis, development, and understanding of design perspectives [40]. Architects and other professionals differ in their understanding and knowledge of the design process, contributing to varied perspectives that are communicated as stimuli to the consumer [41]. Architects use a systematic scanning method of gaze, while other professionals exhibit fragmented, emphatic, and irregular gazes [40,41]. These different approaches have important implications for stimulus judgment.

Architects and experts in other fields, including consumers, have different approaches to perception and analysis. Architects often require less time and fewer revisions, indicating differences in views and priorities [42,43]. Architects’ opinions often differ from those of other experts and consumers due to the challenges of anticipating architectural assessments or understanding the needs and perceptions of individuals from other fields. The tendency among architects to support their ideas and consider them superior is evident, with differences in aesthetics and physicality between architects and other professions highlighted in various studies [11,14].

Some architects may struggle to anticipate the needs and perceptions of other professions, but a subset shows the ability to predict those needs. This ability often comes from sharing experiences with other professions or a deep understanding of consumer behavior, allowing architects to align their views with those of the general public [44,45]. The inherent differences in perception and prediction are rooted in architects’ limited exposure to other professions, lack of thorough study of diverse behaviors, and insufficient mutual awareness and sharing among professional fields [45]. To effectively bridge this gap, architects must increase their understanding of other professions, study their behavior closely, promote mutual awareness, and remain open to new perspectives. Differences in physical perception, aesthetics, and perspectives between architects and marketers contribute to different attitudes and perceptions [45,46,47,48]. This recognition emphasizes the importance of promoting cooperation and cross-understanding across professional boundaries to achieve a more cohesive and inclusive approach to design and marketing.

2.3. The Characteristics of Hotels in Emotional Comfort, Safety, and Security: Influencing Consumer Perceptions

In contemporary society, emotional comfort emerges as a significant determinant in decision-making processes [49]. This influence stems from meticulously crafted designs that establish profound emotional bonds between individuals and their physical environments. Thoughtfully designed spaces seamlessly integrate into one’s identity, offering both sanctuary and support for mental well-being [50]. The significance of security and exclusivity within these spaces cannot be overstated, as individuals actively seek reassurance and solitude [51]. Factors such as color, lighting, and aesthetic style assume pivotal roles in shaping perceptions and fostering comfort, particularly within settings like hotel lobbies [52]. Emotional comfort encompasses various elements, including a sense of place, security, lighting, and visual aesthetics, all contributing to an individual’s overall impressions and experiences. Features like warmth and tranquility further elevate feelings of comfort and trust, ultimately enhancing the allure of hotels.

The correlation between captured images and stimuli in virtual reality significantly influences the creation of virtual spaces. Achieving a necessary level of presence is crucial for enhancing the persuasive efficacy of virtual reality [52,53,54]. Tussyadiah has underscored the role of mixed augmented reality and virtual reality in enhancing the appeal of hotels on social media. The utilization, necessities, and engagement in the realism of virtual reality profoundly shape consumer perceptions. A positive inclination towards virtual tourism enhances the immersive experience, consequently increasing intentions to visit [55,56].

Despite their importance, some emotional factors are often overlooked, such as good service, calmness, warmth, impressiveness, and friendliness. According to David Uzzell [57], usability, hedonic benefits, emotional benefits, social benefits, and attitudes influence behavioral intention. Attachment to virtual reality and cognitive and affective responses play pivotal roles in influencing visit intention. Perceived immersion, interest, perceived enjoyment, and perceived usefulness significantly affect the intention to use virtual reality for travel planning [56]. In essence, the emotional comfort approach not only shapes decision-making but also highlights the intricate relationship between design, emotional well-being, and the immersive potential of virtual experiences.

The safety and security approach plays a crucial role in shaping consumer perceptions, particularly concerning emotional comfort and mental well-being. This approach involves spatial utilization to promote a sense of security, utilizing shapes, colors, and materials strategically to evoke feelings of safety, especially in matters of cleanliness [58,59].

Colkaba’s theory defines comfort as a positive outcome across physical, spiritual, social, emotional, and environmental dimensions. It is an immediate state of being strengthened, categorized into relief, comfort, and transcendence. The transcendence, linked to performance, encourages health-seeking behaviors, emphasizing the importance of a conducive physical environment [60].

Maslow’s hierarchy of needs positions safety needs, including the need to feel secure, as paramount after physiological needs. In today’s context, personal space and privacy are vital for overall well-being and communal quality of life [61]. The intertwining of privacy and security involves controlling the physical environment, allowing organization and customization of space [62]. Personalization often occurs in the presence of physical or psychological barriers, fostering isolation or protection against intrusion in homes, workspaces, or rest areas.

A stable location with ample space and proper placement significantly contributes to safety [63], and the emotional bond between an individual and a suitable object or environment can be integrated into one’s identity [49]. Effective allocation of space is not only imperative for safety but also plays a significant social role, as it fosters a sense of security through controlled access [50]. Ultimately, the safety of the physical environment profoundly influences emotional comfort, mental well-being, and the fundamental need for security, thereby establishing a reassuring space for individuals.

In light of the ongoing repercussions of the COVID-19 pandemic, hotels, despite their certifications, must prioritize instilling a sense of security in the minds of their customers. It is imperative to utilize spaces that evoke feelings of safety, employing secure shapes, colors, and materials, particularly in matters concerning hygiene [64,65]. Consistent with Maslow’s hierarchy of needs, addressing safety needs encompasses providing personal space and privacy, which are essential for individual and community well-being, improving quality of life, and addressing the intertwined concepts of privacy and security [66,67].

Control over one’s physical environment allows individuals to organize and personalize spaces, reflecting the essence of privacy and security [25,68]. This personalization may persist despite barriers, aiming to safeguard against intrusion, notably in domestic and professional settings [69,70]. A stable environment with adequate space inherently fosters security [71,72], becoming ingrained in an individual’s identity and establishing an absolute sense of security through control over space by individuals or groups [72,73].

2.4. Sensitivity of Mind Approach: Influencing Consumer Emotions and Decision-Making

Creating stimuli aligned with preferences significantly influences consumers’ emotions and decision-making processes. Beck and Egger emphasized that integrating technology into virtual reality enhances interactivity, providing users with a compelling sense of presence and extending their imaginative experiences, consequently leading to increased intentions to visit [74]. Additionally, Tussyadiah et al. explored the concept of experiential value, which pertains to the subjective feelings a customer experiences during the consumption process. Such experiences contribute substantially to heightened levels of satisfaction and provide enterprises with a competitive advantage [54].

Consumer behaviors before purchasing are influenced by emotional and psychological perceptions, with a hotel’s image playing a crucial role [75,76,77]. Zeithaml asserted that consumers assess products and services with emotions and satisfaction before making purchase decisions [78]. Aaker shed light on the interconnectedness of perception and consumer experiences, which ultimately lead to consumer satisfaction [79,80,81].

While price certainly influences purchasing decisions, consumers often prioritize elements that provide greater satisfaction, such as exemplary service [82]. Confidence and trust are pivotal in shaping consumers’ psychological perceptions [83], highlighting the importance for hotels to demonstrate sincerity in establishing trustworthiness and fostering strong relationships while delivering services [84].

Leveraging trust to cultivate awareness and solidify relationships significantly influences and creates substantial value for hotels [78,84]. underscored the significance of perceived value by consumers, which involves a trade-off among benefits. Psychological value is shaped by experiential factors and evaluated based on functional benefits such as service quality, perceived value for money, time efficiency, satisfaction, impression, and attractiveness [85]. Despite individual variations, the inherent value of a hotel remains consistently perceived by consumers.

3. Methodology

This study employed a mixed-methods research design, combining qualitative and quantitative approaches to investigate the architectural design and service factors influencing consumer choices in three-star hotels in Hua Hin District, Prachuap Khiri Khan Province. This comprehensive approach enabled the collection of rich, detailed data and the validation of findings through multiple data sources and methods. Mixed-methods research is widely recognized for its robustness in providing comprehensive insights and validating findings through triangulation [86,87].

3.1. Data Sources

3.1.1. Professional Group

The professional group comprised 60 participants, including architects and designers. These professionals provided comprehensive insights from theoretical, practical, and experiential perspectives. The data obtained from this group served as a foundation for classifying words to identify design rule conditions and contributed to the identification of the most current design and marketing management factors. The use of expert interviews in qualitative research is a well-established method for gathering in-depth knowledge from specialists in the field [88].

3.1.2. Consumer Group

The consumer group consisted of 70 Thai consumers and tourists who had stayed in three-star hotels in Thailand within the past six months. Participants were aged between 21 and 59 years, representing a demographic with the potential and means to travel, make independent decisions regarding hotel stays, and have the willingness to spend. This study focused on gathering insights from this group to compile research findings due to the importance of consumer opinions in hotel design. Consumer interviews are crucial in understanding preferences and behaviors, often used in hospitality research [89].

3.2. Data Collection

3.2.1. In-Depth Interviews with Professionals

Open-ended questions were used to allow the professional group to fully express their opinions without interference during the conversation. This qualitative approach ensured a comprehensive understanding of the factors from an expert perspective. The steps included the following:

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Interview preparation: Develop a semi-structured interview guide with open-ended questions to explore key topics. The use of semi-structured interviews helps in capturing detailed and nuanced responses while allowing flexibility to explore new insights that emerge during the conversation [90].

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Conducting interviews: engage participants in face-to-face or virtual interviews, allowing them to elaborate on their experiences and insights.

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Recording and transcription: record the interviews (with consent) and transcribe them for detailed analysis.

3.2.2. Open-Ended Questions with the Consumer Group

Open-ended questions were also used for the consumer group to gather genuine consumer opinions. The main question posed to participants was, “What factors influence your decision when choosing a hotel?” Participants were encouraged to freely explain details without interruption. Key answers and keywords were saved and categorized for later analysis. The use of open-ended questions allows for broad exploration of consumer experiences and preferences, which is crucial for understanding complex decision-making processes [91].

3.2.3. Developing a Questionnaire for Consumer Groups

Factors repeatedly mentioned and summarized from the professional group were used to create a structured questionnaire for the consumer group, utilizing semi-structured open-ended questions to maintain consistency and depth.

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Draft development: a draft questionnaire was developed to collect relevant information.

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Reliability testing: The reliability of the questionnaire was tested through preliminary interviews with 15 experts, including architects, owners, and marketers. This iterative process was repeated three times until consistent responses were obtained, ensuring the reliability and validity of the questions.

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Revisions: based on feedback, the questionnaire was revised to enhance clarity, reliability, and alignment with the research objectives.

The iterative process of developing and refining questionnaires ensures data quality and is a standard practice in survey research [92,93]. Utilizing semi-structured open-ended questions in developing the questionnaire aligns with methods used in previous studies to ensure comprehensive data collection and respondent engagement [94,95].

Pilot test: the questionnaire was tested with a real sample group to ensure its effectiveness and reliability.

Collection of Main Data

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Open-ended questions: Gathered genuine consumer opinions using open-ended questions. The main question posed to participants was, “What factors influence your decision when choosing a hotel?”

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Encouragement to explain: participants were encouraged to freely explain details without interruption.

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Categorization: key answers and keywords were saved and categorized for later analysis.

Data collection was conducted in January 2024. All interviews were recorded, and notes were taken during the sessions. This study did not require ethics approval as it did not involve personal data. All collected data were anonymized and securely stored, accessible only to the researchers.

3.3. Data Analysis

The collected data were analyzed using both content analysis and quantitative methods:

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Content analysis: Thematic analysis was conducted to identify and categorize key factors mentioned by participants. Keywords and phrases from the open-ended responses were grouped according to relevant themes. This method is widely used in qualitative research to derive patterns and themes from textual data [96].

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Quantitative analysis (chi-square goodness of fit test):

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Objective: to determine if there were significant differences in the distribution of mentions for various factors.

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Procedure:

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Coding: convert qualitative data into quantitative data by coding responses into categories based on themes identified during content analysis.

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Expected frequencies: calculate the expected frequency for each category under the assumption of equal distribution.

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Chi-square calculation: use the formula

$$x_c^2=\sum {\displaystyle \frac{{\left(O_i-\left.E_i\right)\right.}^2}{E_i}}$$

where O_i is the observed frequency for category _i and E_i is the expected frequency for category (_i).

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Degrees of freedom: calculate the degrees of freedom (df) as the number of categories minus one.

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Comparison with critical value: Compare the calculated chi-square value with the critical value from the chi-square distribution table at a specified significance level (e.g., 0.05). If the calculated value is greater than the critical value, reject the null hypothesis of equal distribution.

The use of chi-square goodness of fit tests is a common statistical method for examining the distribution of categorical data and has been effectively applied in various research contexts. Combining qualitative data collection methods with quantitative analysis provides a robust framework for understanding complex phenomena, as evidenced by numerous studies in the hospitality and social sciences [86,87,93,97,98,99].

4. Results

4.1. Aesthetics Perspectives

Chi-square goodness of fit test results for Group 1: aesthetic

Hypotheses:

Null Hypothesis: 

The proportions of mentions of each factor in the aesthetic group are equal.

Alternative Hypothesis: 

The proportions of mentions of each factor in the aesthetic group are not equal.

The degrees of freedom (df) for this test is 8, and the critical value at the 0.05 significance level is 15.507. Since the calculated chi-square value is 10.16, which is less than the critical value, the null hypothesis of equal proportions cannot be rejected. This indicates that there is no significant difference in the proportions of mentions of each factor in the aesthetic group, suggesting that the mentions are uniformly distributed.

The chi-square goodness of fit test results suggest that the distribution of mentions for factors in the aesthetic group is uniform, meaning no single factor is disproportionately mentioned more than the others. This indicates that respondents equally value all factors in this group. Among the factors, “Beautiful” was the only factor that showed a significant difference from the expected frequency, indicating that it might be valued differently compared to others as shown in

Table 1. Shows the chi-square goodness of fit test results for aesthetic factors.

Grroup 1: Aesthetic Group
Factor	Observed Frequency (O)	Expected Frequency (E)	(O − E)2/E	Test Result
Design Concept Theme	55	47.56	1.17	Not Significant
Harmony	41	47.56	0.91	Not Significant
Balance	40	47.56	1.2	Not Significant
Space	39	47.56	1.54	Not Significant
Style	53	47.56	0.63	Not Significant
Beautiful	61	47.56	3.92	Significant
Creativity	47	47.56	0.01	Not Significant
Environment	50	47.56	0.13	Not Significant
Perspective & Visual	42	47.56	0.65	Not Significant

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4.2. Physical Comfort Perspectives

Hypotheses:

Null Hypothesis: 

The proportions of mentions of each factor in the physical comfort group are equal.

Alternative Hypothesis: 

The proportions of mentions of each factor in the physical comfort group are not equal.

The degrees of freedom (df) for this test is 10, and the critical value at the 0.05 significance level is 18.307. Since the calculated chi-square value is 15.56, which is less than the critical value, the null hypothesis of equal proportions cannot be rejected. This indicates that there is no significant difference in the proportions of mentions of each factor in the physical comfort group, suggesting that the mentions are uniformly distributed.

The chi-square goodness of fit test results suggest that the distribution of mentions for factors in the physical comfort group is uniform, meaning no single factor is disproportionately mentioned more than the others. This indicates that respondents equally value all factors in this group. Among the factors, “Function”, “Shape”, and “Comfortable” were the only factors that showed significant differences from the expected frequency, indicating that they might be valued differently compared to others as shown in

Table 2. Shows the chi-square goodness of fit test results for physical comfort as factors.

Group 2: Physical Comfort Group
Factor	Observed Frequency (O)	Expected Frequency (E)	(O − E)2/E	Test Result
Function	60	47.56	3.19	Significant
Shape	35	47.56	3.38	Significant
Proportion & Mass	48	47.56	0	Not Significant
Texture & Material	49	47.56	0.05	Not Significant
Human Scale	38	47.56	1.92	Not Significant
Durability	43	47.56	0.44	Not Significant
Color	50	47.56	0.13	Not Significant
Furniture	45	47.56	0.14	Not Significant
Comfortable	60	47.56	3.19	Significant
Facilities	38	47.56	1.92	Not Significant
Circulation	40	47.56	1.2	Not Significant
Total	466	523.16	15.56	Not Significant

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4.3. Emotional Comfort Perspectives

Hypotheses:

Null Hypothesis: 

The proportions of mentions of each factor in the emotional comfort group are equal.

Alternative Hypothesis: 

The proportions of mentions of each factor in the emotional comfort group are not equal.

The degrees of freedom (df) for this test is 10, and the critical value at the 0.05 significance level is 18.307. Since the calculated chi-square value is 16.55, which is less than the critical value, the null hypothesis of equal proportions cannot be rejected. This indicates that there is no significant difference in the proportions of mentions of each factor in the emotional comfort group, suggesting that the mentions are uniformly distributed.

The chi-square goodness of fit test results suggest that the distribution of mentions for factors in the emotional comfort group is uniform, meaning no single factor is disproportionately mentioned more than the others. This indicates that respondents equally value all factors in this group. Among the factors, “Sense of Place”, “Service”, and “Social” were the only factors that showed significant differences from the expected frequency, indicating that they might be valued differently compared to others as shown in

Table 3. Shows the chi-square goodness of fit test results for emotional comfort as factors.

Group 3: Emotional Comfort Group
Factor	Observed Frequency (O)	Expected Frequency (E)	(O − E)2/E	Test Result
Sense of Place	52	40.45	3.26	Significant
Location	35	40.45	0.73	Not Significant
Feeling	38	40.45	0.15	Not Significant
Relationships & Ties	33	40.45	1.38	Not Significant
Natural Touch	47	40.45	1.07	Not Significant
Relax	42	40.45	0.06	Not Significant
Warmth	37	40.45	0.29	Not Significant
Peaceful	40	40.45	0.01	Not Significant
Service	55	40.45	5.3	Significant
Social	28	40.45	3.79	Significant
Friendly	45	40.45	0.51	Not Significant
Total	452	445	16.55	Not Significant

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4.4. Security and Sensibility of Mind Perspectives

Hypotheses:

Null Hypothesis: 

The proportions of mentions of each factor in the security and Sensibility group are equal.

Alternative Hypothesis: 

The proportions of mentions of each factor in the security and sensibility group are not equal.

The degrees of freedom (df) for this test is 17, and the critical value at the 0.05 significance level is 27.587. Since the calculated chi-square value is 21.70, which is less than the critical value, the null hypothesis of equal proportions cannot be rejected. This indicates that there is no significant difference in the proportions of mentions of each factor in the security and sensibility group, suggesting that the mentions are uniformly distributed.

The chi-square goodness of fit test results suggest that the distribution of mentions for factors in the security and sensibility group is uniform, meaning no single factor is disproportionately mentioned more than the others. This indicates that respondents equally value all factors in this group. Among the factors, “Safety”, “Quality”, and “Cleanliness” were the only factors that showed significant differences from the expected frequency, indicating that they might be valued differently compared to others as shown in

Table 4. Shows the chi-square goodness of fit test results for security and sensibility as factors.

Group 4: The Security and Sensibility Group
Factor	Observed Frequency (O)	Expected Frequency (E)	(O − E)2/E	Test Result
Safety	50	39.56	2.75	Significant
Security	35	39.56	0.53	Not Significant
Risk	30	39.56	2.31	Significant
Satisfaction	48	39.56	1.79	Significant
Loyalty	45	39.56	0.75	Not Significant
Communication	33	39.56	1.09	Not Significant
Legal Requirements	36	39.56	0.32	Not Significant
Modernity	38	39.56	0.06	Not Significant
Innovation	47	39.56	1.4	Significant
Sustainability	32	39.56	1.44	Not Significant
Value/Equality	39	39.56	0.01	Not Significant
Quality	55	39.56	6.05	Significant
Efficiency	40	39.56	0	Not Significant
Expectations	42	39.56	0.15	Not Significant
Convenient	38	39.56	0.06	Not Significant
Cleanliness	47	39.56	1.4	Significant
Room Comfort	45	39.56	0.75	Not Significant
Remember	32	39.56	1.44	Not Significant
Total	724	711.08	21.7	Not Significant

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5. Conclusions and Discussion

The characteristics of hotel architectural design factors that influence consumer destinations from the consumer’s perspective include aesthetic appeal (beauty), physical comfort (functionality and comfort), emotional comfort (sense of place and social environment), and security and sensibility (safety, quality, and cleanliness). These factors collectively shape the overall guest experience and significantly impact consumer choices.

The discussion of the findings of this research aligns with the existing literature, emphasizing the importance of aesthetic appeal, physical comfort, emotional comfort, and security in influencing hotel guest satisfaction. For instance, Jiang and Kim (2020) highlighted the significant impact of aesthetic factors on guest satisfaction, which supports our finding that “beautiful” is particularly valued [96,97,98,99,100]. Similarly, Zhang and Leung (2019) underscored the importance of functional and comfortable room designs, aligning with our results indicating the significance of “Function”, “Shape”, and “Comfortable” [101]. Wu and Yang (2021) also emphasized the role of service quality and emotional comfort, which corresponds with the significance of “Sense of Place”, “Service”, and “Social” in our study [102]. Additionally, Lee and Kim (2020) and Shin and Park (2022) stressed the importance of safety, quality, and cleanliness, consistent with our findings that these factors are crucial in the security and sensibility group [101,102,103,104].

This conclusion shows the architectural and service design factors that influence consumer choice in three-star hotels in Hua Hin District, Prachuap Khiri Khan Province. Using a mixed-methods approach, it gathered qualitative data from open-ended surveys and quantitative analysis through the chi-square goodness of fit test, collected from 70 respondents. This study identified four key groups of factors: aesthetics, physical comfort, emotional comfort, and safety and feelings. Aesthetics emerged as a highly valued factor, indicating the importance of visual appeal in guest satisfaction. Physical comfort included key elements such as function, form, and comfort, highlighting the necessity for designing rooms that are both practical and comfortable to meet guest expectations. Emotional comfort was driven by factors like sense of place, service, and social environment, emphasizing the need for a welcoming atmosphere and high-quality service to enhance guest satisfaction. Safety and feelings encompassed safety, quality, and cleanliness, reflecting the critical role these aspects play in influencing consumer decision-making.

These results suggest that stakeholders in the hotel industry, including owners, designers, and marketers, should prioritize these identified factors to develop and improve three-star hotels in line with consumer preferences. Enhancing these areas can lead to higher guest satisfaction and competitiveness, providing valuable insights for practical applications in hotel management and design.

This research identified several limitations and future directions. Despite focusing on four main groups—aesthetic, physical comfort, emotional comfort, and security and sensibility—this study may have overlooked other potentially important factors. Literature reviews suggest that factors such as technological integration, environmental sustainability, and personalized services could also play significant roles in influencing consumer choices. Future research should consider including these factors to provide a more comprehensive understanding.

In terms of geographical and demographic scope, this research was limited to consumers with experience staying in three-star hotels in Hua Hin, Prachuap Khiri Khan, Thailand. The specific cultural and regional context might have influenced the findings. To achieve more generalizable results, future studies should expand to different geographic locations and include a broader demographic of consumers to understand varying preferences and behaviors across different regions and hotel categories.

The results of this study, while indicative, have certain limitations. The uniform distribution of mentions within each group suggests a balanced importance of the factors, but further studies are needed to test these findings in different contexts. Researchers should replicate this study in various settings, such as luxury hotels or budget accommodations, and consider integrating additional factors such as technological advancements and sustainability to validate and extend the findings. The primary aim of this research was to fill the gap identified in previous studies by exploring the architectural design and service factors that influence consumer choices in three-star hotels. This study found that aesthetic appeal, physical comfort, emotional comfort, and security and sensibility are crucial factors for guests. This aligns with the existing literature, which emphasizes the importance of these elements in enhancing guest satisfaction [99,100,101,103,104].

The characteristics of the hotel architectural design factors that influence consumer destinations from the consumer’s perspective were addressed by identifying key factors in each of the four groups. The findings suggest that stakeholders in the hotel industry, including owners, designers, and marketers, should be aware of these identified factors to develop and improve three-star hotels in line with consumer preferences. By prioritizing aesthetic appeal, functionality, emotional comfort, and security, hotels can better meet the needs and preferences of their guests, ultimately leading to higher levels of satisfaction and loyalty.