Emotional Differentiation in Hospitality Servicescapes: A Theoretical Model of Affective Pathways to Loyalty

This conceptual study advances hospitality servicescape theory by proposing a multi-dimensional emotional differentiation framework within the Stimulus–Organism–Response (S-O-R) paradigm. While prior hospitality research has consistently validated emotional mediation between servicescape stimuli and behavioral intention, it has largely relied on simplified affective dimensions derived from the Pleasure–Arousal–Dominance model. Drawing upon foundational emotion theory in psychology and experiential marketing, this paper argues that hospitality emotions are heterogeneous and may exert differentiated effects on satisfaction and loyalty outcomes. The proposed framework classifies hospitality emotions into four categories—hedonic, relational, inspirational, and immersive—and integrates them within established satisfaction and behavioral intention models. The study further posits that different emotional categories may predict distinct loyalty expressions, including revisit intention, recommendation intention, customer engagement, and brand attachment. By enriching the Organism component of the S-O-R structure, the framework refines theoretical precision in hospitality marketing and offers a structured foundation for future empirical investigation into differentiated emotional pathways.