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

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

Authors

Demah Alfakhri

John Nicholson

Tina Harness



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 behaviour 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.

Citation

Alfakhri, D., Harness, D., Nicholson, J., & Harness, T. (2018). The role of aesthetics and design in hotelscape: A phenomenological investigation of cosmopolitan consumers. Journal of business research, 85, 523-531. https://doi.org/10.1016/j.jbusres.2017.10.031

Journal Article Type Article
Acceptance Date Nov 8, 2017
Online Publication Date Nov 2, 2017
Publication Date Apr 1, 2018
Deposit Date Jan 2, 2018
Publicly Available Date Jan 3, 2018
Journal Journal of Business Research
Print ISSN 0148-2963
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 85
Pages 523-531
DOI https://doi.org/10.1016/j.jbusres.2017.10.031
Keywords Aesthetics; Phenomenology; Servicescape; Hotels; Cosmopolitan consumers
Public URL https://hull-repository.worktribe.com/output/485586
Publisher URL http://www.sciencedirect.com/science/article/pii/S0148296317304113?via%3Dihub

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