The impact of perceived restaurant spatial design on word-of-mouth: a decision tree approach

Purpose

This study aims to investigate which elements of restaurant spatial design most strongly influence customer experience. This study addresses a gap in empirical hospitality research by examining how customers perceive restaurant spatial design and identifying which elements most influence their intention to share positive word of mouth.

Design/methodology/approach

This interdisciplinary study, bridging hospitality and spatial design, developed a conceptual framework by integrating insights from spatial design theory and hospitality research. Based on this framework, a decision tree algorithm was used to identify the factors with the greatest impact.

Findings

Among the eight factors tested, the analysis identified gratification as the most influential design factor in predicting positive word of mouth, followed by aesthetics. These two factors most clearly differentiated customers with high and low intentions to recommend the restaurant to others.

Originality/value

This study provides original empirical evidence on how restaurant spatial experiences function as antecedents of behavioral intention. The findings provide practical insights for hospitality professionals seeking to enhance customer experience through effective spatial design, thereby supporting marketing and management strategies.