Impact of Light Distributions on Emotion and Intention to Visit a Fine Dining Restaurant

For fine-dining restaurants, interior lighting is a critical atmospheric factor influencing guests’ emotional responses, which can, in turn, influence their positive approach behavior, such as intention to visit. This study extended from the previous research, which suggested that focal lighting with dim and warm ambient lighting can positively influence the intention to visit and is mediated by the relational intimacy of the customer. Based on the SOR model, it aims to investigate the impact of seven non-uniform light distributions on subjective emotions and the intention to visit. It also explored the mediating role of relational intimacy. Some 154 Thai respondents participated in the online survey. The result confirmed that the average subjective responses to each light distribution positively influenced the intention to visit. It also demonstrated a more substantial role of relational intimacy in selecting restaurants to dine with a group of friends or a significant other. Additionally, gender appeared to have some effects on this process.