Value dimensions in consumers’ experience: Combining the intra- and inter-variable approaches in the hospitality sector

Within the deep and extensive research on value, two main areas of discussion emerge: multidimensionality (intra-variable approach) and interrelationships with other constructs (inter-variable approach). Independently, the two areas have produced relevant knowledge; however, when studying them jointly, the results are inconsistent. The paper aims first to build four self-oriented value scales for a hospitality experience (efficiency, quality, play, and aesthetics), and second to test them in a SEM model with overall perceived value, customer satisfaction, and customer loyalty, upon a sample of 585 hotel consumers in Sardinia (Italy). The results show both unexpected (for the intra-variable approach) and confirmatory (for the inter-variable approach) findings: first, in spite of being a hedonic experience (leisure tourism), intrinsic values (play and aesthetics) are weaker predictors than extrinsic ones (efficiency and service quality) of both overall value and loyalty. Second, a clear quality–value–satisfaction–loyalty chain is confirmed, with relevant indirect effects.