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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.

Journal Article Type Article
Publication Date Apr 1, 2018
Journal Journal of Business Research
Print ISSN 0148-2963
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 85
Pages 523-531
APA6 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
DOI https://doi.org/10.1016/j.jbusres.2017.10.031
Keywords Aesthetics; Phenomenology; Servicescape; Hotels; Cosmopolitan consumers
Publisher URL http://www.sciencedirect.com/science/article/pii/S0148296317304113?via%3Dihub

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