Illuminating Diversity: A Virtual Reality Study on Cultural and Gender-Based Hotel Lighting Preferences

Abstract

This study explores the impact of culture and gender on hotel guestroom lighting preferences and emotional responses using virtual reality (VR) technology. As VR plays an increasingly important role in hospitality and interior design research, this study examines whether Millennials and Generation Z travelers exhibit significant variations in lighting preferences based on nationality and gender. Researchers implemented a within-group experimental design, allowing participants to experience and compare four distinct lighting conditions in a virtual hotel guestroom. The study recruited 126 participants from three cultural backgrounds—South Korea, the United States, and Iran—and analyzed their preferences and emotional responses using the Pleasure–Arousal–Dominance (PAD) model. Findings reveal a strong preference for warm/dim lighting, which participants described as comfortable and relaxing, whereas they least preferred cool/bright lighting, often perceiving it as harsh and uninviting. While cultural differences did not significantly affect preferred lighting, participants from different backgrounds showed significant variations in their least preferred lighting choices; Iranian males demonstrated the strongest aversion to warm/bright lighting. Gender differences also emerged as female participants expressed a significantly greater dislike for cool/bright lighting. Emotional responses further supported these trends, with participants reporting greater pleasure and relaxation in their preferred lighting conditions. By offering empirical insights into how lighting influences guest experiences, this study highlights the role of cultural and gender variations in hospitality design. The findings provide hotel designers, architects, and hospitality professionals with practical guidance for creating personalized and culturally adaptive lighting environments in hotel guestrooms.