•There was a strong relation between wall hue and the arousal level. The results indicated red hotel rooms were associated with the highest arousal levels among participants.•Blue hotel rooms were viewed as more pleasant than the red ones.•Individual color preference was found to have an important impact on the perception of the hotel rooms.•The study was among few that adopted virtual reality techniques to provide a deep emersion of the participants in the manipulated hotel room’s design settings.
International Journal of Hospitality Management – Elsevier
Published: Mar 1, 2018
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