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

Alfakhri, Demah, Harness, David, Nicholson, John and Harness, Tina (2017) The role of aesthetics and design in hotelscape: A phenomenological investigation of cosmopolitan consumers. Journal of Business Research. ISSN 0148-2963

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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.

Item Type: Article
Uncontrolled Keywords: Aesthetics; Phenomenology; Servicescape; Hotels; Cosmpolitan consumers
Subjects: H Social Sciences > HC Economic History and Conditions
Schools: Huddersfield Business School
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Depositing User: John Nicholson
Date Deposited: 24 Jan 2018 12:33
Last Modified: 26 Mar 2018 14:46
URI: http://eprints.hud.ac.uk/id/eprint/34056

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