Employing social identity theory, tourist gaze theory, and experiential marketing, this research explores the concept of coolness in luxury hotels as gazed by Chinese Generation Z consumers. Utilizes PLS-SME and fsQCA analysis, this study constructs and validates the structural multifaceted measurement of the coolness in luxury hotels, supporting a six-factor model comprising usefulness, energy, rebellion, subculture, holism, and hospitality and the casualty with Generation Z consumers’ satisfaction. These insights offer significant strategic implications for luxury hotel managers seeking to attract and engage the Gen Z market by incorporating elements of coolness into their experiential marketing strategies.
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