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The role of aesthetics and design in hotelscape: A phenomenological investigation of cosmopolitan consumers

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  • Alfakhri, Demah
  • Harness, D.
  • Nicholson, John
  • Harness, Tina

Abstract

Should aesthetics and design be viewed as strategic marketing tools? We argue in this paper there are currently limited frameworks and empirical evidence to help - should this be the ambition of marketers? We propose a hotelscape as a holistic evolution of the servicescape concept, which is developed to reflect the role that aesthetics and design can play in influencing consumer behavior within moments of consumption. The study is based on 37 interviews with cosmopolitan type customers. An interpretive phenomenological approach is deployed to explore the lived experiences of art and design in a hotelscape. We conclude that aesthetics and design can support marketing aspirations in hedonistic consumer groups. Further, that it influences customer experience and directly impacts spend, word of mouth, repatronage and loyalty.

Suggested Citation

  • Alfakhri, Demah & Harness, D. & Nicholson, John & Harness, Tina, 2018. "The role of aesthetics and design in hotelscape: A phenomenological investigation of cosmopolitan consumers," Journal of Business Research, Elsevier, vol. 85(C), pages 523-531.
    • Handle: RePEc:eee:jbrese:v:85:y:2018:i:c:p:523-531
    DOI: 10.1016/j.jbusres.2017.10.031
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    References listed on IDEAS

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    1. Wang, Xia & Ding, Ying, 2022. "The impact of monetary rewards on product sales in referral programs: The role of product image aesthetics," Journal of Business Research, Elsevier, vol. 145(C), pages 828-842.
    2. Kirillova, Ksenia, 2023. "A review of aesthetics research in tourism:," Annals of Tourism Research, Elsevier, vol. 100(C).
    3. Xue Yang & Miao Tian, 2024. "To see and then to believe: how image affect tenant decision-making and satisfaction on short-term rental platform," Electronic Commerce Research, Springer, vol. 24(4), pages 2877-2901, December.
    4. Kuokkanen, Henri & Kirillova, Ksenia, 2024. "Ethically transformative experiences in hotels," Annals of Tourism Research, Elsevier, vol. 105(C).
    5. Figueiredo, Bernardo & Larsen, Hanne Pico & Bean, Jonathan, 2021. "The Cosmopolitan Servicescape," Journal of Retailing, Elsevier, vol. 97(2), pages 267-287.
    6. Castagna, Ana Carina & Pinto, Diego Costa & Mattila, Anna & de Barcellos, Marcia Dutra, 2021. "Beauty-is-good, ugly-is-risky: Food aesthetics bias and construal level," Journal of Business Research, Elsevier, vol. 135(C), pages 633-643.
    7. Kim, Dongyoup & Hyun, Hyowon & Park, Jungkun, 2020. "The effect of interior color on customers’ aesthetic perception, emotion, and behavior in the luxury service," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    8. Jörg Henseler & Manuela Guerreiro & Nelson de Matos, 2021. "The interplay of marketing and design," Review of Managerial Science, Springer, vol. 15(5), pages 1129-1137, July.
    9. Khalil-ur-Rehman & Mohammad Adnan & Naveed Ahmad & Miklas Scholz & Muhammad Khalique & Rana Tahir Naveed & Heesup Han, 2021. "Impact of Substantive Staging and Communicative Staging of Sustainable Servicescape on Behavioral Intentions of Hotel Customers through Overall Perceived Image: A Case of Boutique Hotels," IJERPH, MDPI, vol. 18(17), pages 1-17, August.
    10. Aly H. Abdel-Gayed & Thowayeb H. Hassan & Ahmed Hassan Abdou & Mostafa A. Abdelmoaty & Mahmoud I. Saleh & Amany E. Salem, 2023. "Travelers’ Subjective Well-Being as an Environmental Practice: Do Airport Buildings’ Eco-Design, Brand Engagement, and Brand Experience Matter?," IJERPH, MDPI, vol. 20(2), pages 1-15, January.

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