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

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

Journal of Business Research, 2018, vol. 85, issue C, 523-531

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.

Keywords: Aesthetics; Phenomenology; Servicescape; Hotels; Cosmopolitan consumers (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:85:y:2018:i:c:p:523-531

DOI: 10.1016/j.jbusres.2017.10.031

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