Buenaño, Mónica P.Museros, LledóGonzález Abril, LuisVillaret, MateuAlsinet, TeresaFernández, CèsarValls, Aïda2022-08-262022-08-262021Buenaño, M.P., Museros, L. y González Abril, L. (2021). The emotional impact of hotel room colour in Spanish and Equatorian tourists. En Artificial Intelligence Research and Development. 23rd International Conference of the Catalan Association for Artificial Intelligence (149-158), IOS Press.978-1-64368-210-5 (impreso)978-1-64368-211-2 (electrónico)https://hdl.handle.net/11441/136482Research suggests that colour plays an important role in creating wellness emotions in hotel customers. This paper considers that tourists’ needs for wellness may be satisfied by manipulating existing elements of a hotel, such as the colour of a hotel room. The paper studies the relationship between tourists’ emotions and the main colour of a hotel room, and also the relationship between that emotion and their intention to stay in the hotel, and even the price that the tourists are willing to pay. Also, the paper studies the role of cultural differences in these relationships, specifically between Spanish and Equatorian tourists.application/pdf10 p.engAttribution-NonCommercial-NoDerivatives 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc-nd/4.0/Colour and emotionsTouristic imageTourism marketingRecommender systemData scienceinfo:eu-repo/semantics/conferenceObjectinfo:eu-repo/semantics/openAccesshttps://doi.org/10.3233/FAIA210128