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

Demah Alfakhri, David Harness, John Nicholson, Tina Harness

Research output: Contribution to journalArticle

12 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)523-531
Number of pages9
JournalJournal of Business Research
Early online date2 Nov 2017
Publication statusPublished - Apr 2018


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