Analyze the Behavioral Process of Consumers Choosing Cultural and Creative Hotels by Using Multiple Regression Analysis: From the Perspective of AIDA Theory

This research explores the behavioral process of consumers choosing cultural and creative hotels based on AIDA theory. The research subject were the potential consumers of cultural and creative hotels, using snowball sampling to collect data, a total of 372 questionnaires distributed, and a total of 362 valid questionnaires, with an effective rate of 97.3%. The results are as follows: 1. Consumers' cognition of cultural and creative hotels can be divided into three major factors: the aesthetic feeling of cultural and creative hotels is the strongest, the cultural connotation is the second, and the price is the third. 2. Consumers are more interested in the cultural and creative hotels they prefer, and the atmosphere brought by the cultural and creative hotels relatively will have a higher desire to stay. Consumers are often affected by event promotions in their final choice of accommodation. 3. Through AIDA theory, this study verified that consumers' cognition of cultural and creative hotels could positively increase their interest in accommodation, thereby increasing their desire for accommodation and influencing consumers to take positive actions towards cultural and creative hotels. Finally, according to the findings, the study provides relevant suggestions for the management of cultural and creative hotel operators.