A hotel’s servicescape–its design elements and quality of service–has been shown to predict customers’ brand experience. However, the underlying mechanism of this association is unknown. Based on the stimulus–organism–response (SOR) paradigm, we developed and tested a conceptual model in which servicescape promotes customers’ mindfulness (focused awareness of the present moment), which in turn improves the brand experience. Data were collected from a questionnaire survey of customers in ten 3–5 star hotels in Guangdong Province, China. Structural equation modeling showed that, as hypothesized, customers’ mindfulness mediated the relationship between perceived hotel servicescape and brand experience. In addition, hotel customers’ length of stay negatively moderated the relationship between mindfulness and brand experience. Our study contributes to the literature by integrating concepts from psychology and marketing and expanded the SOR paradigm by introducing a boundary condition of the effect of mindfulness on brand experience.;A hotel’s servicescape–its design elements and quality of service–has been shown to predict customers’ brand experience. However, the underlying mechanism of this association is unknown. Based on the stimulus–organism–response (SOR) paradigm, we developed and tested a conceptual model in which servicescape promotes customers’ mindfulness (focused awareness of the present moment), which in turn improves the brand experience. Data were collected from a questionnaire survey of customers in ten 3–5 star hotels in Guangdong Province, China. Structural equation modeling showed that, as hypothesized, customers’ mindfulness mediated the relationship between perceived hotel servicescape and brand experience. In addition, hotel customers’ length of stay negatively moderated the relationship between mindfulness and brand experience. Our study contributes to the literature by integrating concepts from psychology and marketing and expanded the SOR paradigm by introducing a boundary condition of the effect of mindfulness on brand experience.

研究表明, 酒店服务氛围（包括设计元素和服务质量）对顾客品牌 体验产生影响° 然而, 其内在心理机制仍然未知° 基于“刺激-机体-响 应”理论, 我们建立酒店服务氛围通过顾客正念（即个体对当下的觉 知）影响其品牌体验的理论模型° 我们向广东省10家3-5星级酒店收 集顾客问卷数据, 并印证了理论模型° 另外, 我们还发现顾客逗留酒 店的天数负向调节顾客正念对品牌体验的影响° 我们通过引入心理 学和市场学的变量来拓展现有酒店管理文献, 并通过发现一个边界 条件拓展了“刺激-机体-响应”理论。