Capsule hotels have increased in popularity among both tourists and business travelers. This study aims to understand how minimalistic lifestyle appeals affect tourist responses (i.e., attitudes and booking intentions) to capsule hotels from the perspective of brand personality. In particular, Study 1 (N = 186) demonstrates that competent hotel brands benefit from using egoistic minimalistic lifestyle (EML) appeals, whereas sincere hotel brands benefit from biospheric minimalistic lifestyle (BML) appeals when marketing capsule hotels to tourists. Moreover, Study 2 (N = 202) identifies two underlying mechanisms driving these effects, such that the need for autonomy mediates the relationship between an EML appeal and a competent hotel brand while connectedness to nature mediates the relationship between a BML appeal and a sincere hotel brand with respect to tourist responses to capsule hotels. Beyond their theoretical implications for the existing literature, our findings encourage hospitality and tourism managers to enact certain strategies (e.g., minimalistic lifestyle appeals or brand personality positioning) in capsule hotel marketing.

胶囊旅馆在游客和商务旅客中越来越受欢迎。本研究旨在从品牌个性的角度了解简约的生活方式诉求如何影响游客对胶囊旅馆的反应（即态度和预订意图）。特别是，研究 1 ( N  = 186) 表明，有能力的酒店品牌受益于利己主义简约生活方式 (EML) 的吸引力，而真诚的酒店品牌在向游客营销胶囊酒店时受益于生物圈简约生活方式 (BML) 的吸引力。此外，研究 2 ( N = 202) 确定了驱动这些影响的两种潜在机制，例如，对自主性的需求调节了 EML 吸引力和有能力的酒店品牌之间的关系，而与自然的联系则调节了 BML 吸引力和真诚酒店品牌之间的关系，以应对游客的反应去胶囊旅馆。除了对现有文献的理论影响外，我们的研究结果还鼓励酒店和旅游管理者在胶囊酒店营销中制定某些策略（例如，简约的生活方式吸引力或品牌个性定位）。