The Influence Mechanism of Hotel Virtual Spokesperson Emotional Transmission on Consumers' Positive Emotions: An Empirical Analysis Based on Nanning Brand Hotels, China

Quanqiang Zhou

Authors

Quanqiang Zhou 131 Chalermprakiat Building, 1st floor, Payap University, Nong Pa Khrang, Mueang, Chiang Mai 50000

Keywords:

virtual spokesperson, emotional transmission, positive emotions, experiential marketing, hotel marketing

Abstract

This study constructs and tests a multidimensional emotional transmission model of virtual spokespersons based on experiential marketing theory, exploring the direct effects of each dimension on the positive emotions of consumers at branded hotels in Nanning, China. Using a completely random sampling method, 252 valid questionnaires were collected and analyzed through structural equation modeling (SEM). The constructed model encompasses five core dimensions: sensory experience, emotional resonance, cognitive processing, behavioral responses, and relational interactions. The results show that all five dimensions have significant positive effects on consumers’ positive emotions. This study enriches the theoretical understanding of virtual spokespersons and provides practical implications for optimizing digital marketing strategies in the hotel industry.

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