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The role of aesthetics and design in hotelscape: A phenomenological investigation of cosmopolitan consumers
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.
... In hoteling context consumer satisfaction is of utmost importance because on it depends whether the consumer will purchase the service again and hold revisit intentions [43,10]. Alfakhri et al. [44] conducted a phenomenological study in United Kingdom and found for the most part customers derived their satisfaction from aesthetics and design aspects of hotel servicescape. Alfakhri et al. [44] in their study reported a positive relationship between physical servicescape of hotels and consumer satisfaction. ...
... Alfakhri et al. [44] conducted a phenomenological study in United Kingdom and found for the most part customers derived their satisfaction from aesthetics and design aspects of hotel servicescape. Alfakhri et al. [44] in their study reported a positive relationship between physical servicescape of hotels and consumer satisfaction. Tarmudi and Jaharuddin [45] in a study conducted in Malaysia found that mere aesthetic look of the hotel lobbies of the physical servicescape starts as a starting point for consumer satisfaction. ...
... The results of the study reported a statistically significant positive relationship between physical servicescape and satisfaction. The significant positive relationship of physical servicescape and satisfaction is in agreement with previous studies [2, [44][45][46]. From the results it is clearly inferred that the aspects of hotel's physical servicescape like decoration, ambience, layout of the furniture and room design has a positive effect on Saudi consumer's satisfaction. The aesthetics and design aspects of hotels in Saudi Arabia is indeed seen playing a part in deriving satisfaction among Saudi consumers. ...
Globally the hospitality industry is seen immensely growing because of opening up of tourism in countries worldwide. One such growth of hospitality industry is specifically being witnessed in a middle eastern country namely Saudi Arabia. The expansion of leisure and religious tourism for diversifying the oil-based economy under the kingdom's vision 2030 is rapidly fueling growth of hotels in Saudi Arabia. However, very little is known about what aspects of these hotels lead to consumer satisfaction and revisit intentions. Moreover, modern internet hotel booking technologies by providing 360-degree images, videos of hotels and hotel rooms are helping consumers to get well familiar with the hotels aforehand their visits. Very little is also known about the effects of this aforehand familiarity of consumers on the relationship of satisfaction with revisit intention. In marketing terminology, the place where the interaction between consumers and hotel service provider takes place is called hotel servicescape. The hotel servicescape has two important aspects namely physical and social. This study examines how these two aspects of hotel servicescape leads to consumer satisfaction and revisit intentions. The study also examines the moderating role of familiarity on the relationship of satisfaction with revisit intention. The study sample comprised of 390 frequent stayers in hotels of Saudi Arabia. The study sample was collected using snowball sampling method. All of the hypothesized relationships of the study were examined rigorously and simultaneously using structural equation modeling technique. The results of the study revealed that both physical and social aspects of hotel's servicescape shared significant positive relationships with satisfaction. Significant positive relationship was also reported between satisfaction and revisit intention. Familiarity significantly moderated the relationship between satisfaction and revisit intention in this study. The study provided new findings on the role played by familiarity in strengthening the relationship between satisfaction and revisit intention. Some marketing implications, limitations and future research directions are also discussed in the study.
... There are more rich tangible cues (e.g., lighting, color, facilities, and decor) to present beauty to consumers in the offline environment than online. [26,56,57] In many innovative physical stores, the aesthetic enjoyment of the store environment is its outstanding advantage, which attracts many consumers to enter the store to buy products. ...
... Servicescape aesthetics refers to the overall impression of a visually attractive shopping environment. Servicescape is closely related to aesthetic design [56]. Consumer visual aesthetics are shaped by the look and functional design of the store environment [1], which contains rich physical elements (e.g., lighting, color, facilities, decor, design style, and store layout) and provides experience possibilities [56]. ...
... Servicescape is closely related to aesthetic design [56]. Consumer visual aesthetics are shaped by the look and functional design of the store environment [1], which contains rich physical elements (e.g., lighting, color, facilities, decor, design style, and store layout) and provides experience possibilities [56]. Aesthetically pleasing design is becoming increasingly important. ...
As omnichannel shopping behavior becomes increasingly popular among consumers, how to leverage the respective advantages and synergies of online and offline channels to retain customers for a long time is an urgent issue for retailers to solve. The purpose of this study is to explore the key advantages of online and offline channels influencing the omnichannel shopping experience in the decision-making process, and investigate their impact on consumer perceived value and brand relationship performance, as well as the interaction effect of online channel advantages and offline channel advantages. This study identifies the key advantages of online channels (search convenience, customer-generated information richness, and social connection) and offline channels (direct product experience, sales-staff assistance, and servicescape aesthetics) through a qualitative study and relevant literature review. Then, the proposed research framework was tested using the structural model equation in AMOS and hierarchical regression techniques in SPSS utilizing data from 347 shoppers. The results show that all variables except customer-generated information richness have positive impact on consumer perceived value. Other than search convenience and customer-generated information richness, consumer perceived value mediates the effect of other variables on brand relationship performance. Additionally, the interaction effect of online and offline channel advantages positively impacts consumer perceived value.
... ambience, artefacts) and communicative (e.g. social interactions) dimensions of the servicescape (Alfakhri et al., 2018;Line and Hanks, 2019) that shape guest experiences as they can strengthen the luxury perceptions of accommodation (Dedeoglu et al., 2018). Nonetheless, Airbnb's attempt to tap into the luxury market signals a departure from its initial outset with airbeds in people's home. ...
... In hotel settings, servicescape includes functional and communicative components (Durna et al., 2015) that are multi-dimensional in nature (Dedeoglu et al., 2018). The functional component of servicescape consists of dimensions such as ambient conditions; spatial patterns like design, equipment and decoration; and signs, symbols and artefacts used for communication with guests (Alfakhri et al., 2018). The communicative component consists of social components and employee responses and behaviours (Chang and Ko, 2017;Line and Hanks, 2019). ...
... Others stated they simply provide more basic services including "guidebooks including contact numbers of on-call housekeepers, taxi services and local entertainment outlets" [Christov]. Many informants identified physical elements like décor and high-quality, functionable fixtures and fittings as an essential aspect of their luxurious offering in line with traditional accommodation (Alfakhri et al., 2018). Nonetheless, there were several informants who highlighted the importance of distinctiveness in the physical element beyond the aesthetic appeal described in the literature. ...
Purpose
Following Airbnb’s recent turn to the luxury market, this paper aims to explore how Airbnb hosts construct meanings of luxury as enacted in their hosting practices.
Design/methodology/approach
Semi-structured interviews with 46 Airbnb hosts were undertaken using purposing sampling.
Findings
Study findings reveal that social and personal meanings of luxury manifest in host practice, with “home feeling” representing the epicentre of the luxury peer-to-peer (P2P) accommodation experience.
Research limitations/implications
Although this study draws from host views, it represents a first attempt to empirically examine perceptions and applications of luxury within P2P accommodation. The study provides a conceptual framework which may serve as a point of departure for further research into which luxury service dimensions guests value.
Practical implications
The findings of the study carry implications to the wider hospitality context. Specifically, hospitality practitioners need to reconceptualize luxury hospitality provision to promote a “homotel” accommodation model which highlights the offering of physical and social luxury dimensions in addition to elements of personalized service and home-like hedonic benefits.
Originality/value
The study offers a conceptual framework of the luxury P2P accommodation servicescape, which identifies two distinct luxury offerings that may be informative to both P2P accommodation providers and hospitality practitioners.
... The remaining papers under this theme chose to limit their inquiries to a specific tourism or hospitality context. Based on phenomenological interviews with hotel guests, Alfakhri et al. (2018) proposed the concept of "hotelscape" that consisted of color, lighting, furniture, layout, and overall style. Interestingly, it was found that hotel guests do not tend to focus on hotel aesthetics per se, rather perceive functional and aesthetic features jointly and holistically. ...
... Zhang & Xu, 2020). For instance, Alfakhri et al. (2018), Kirillova and Wassler (2020), Horng and Hsu (2020) utilize Bitner's (1992) servicescape and Kotler's (1973) atmospherics, which, in themselves, are extensions of Kant's ideas and environmental psychology principles in an organizational setting. ...
This systematic literature review identifies major trends that guided tourism research on beauty and aesthetics, critiques its current state, and proposes directions to advance tourism theory and practice. The review categorizes 39 studies into five themes corralled into two meta-themes: Consuming aesthetic value (Aesthetic Judgement & Experiences, Effects of Tourism Aesthetics, Tourism Aesthetics & Sustainability) and Producing aesthetic value (Foundational Issues in Aesthetics Management, Management of Destination Aesthetics). Proposed
future research directions include challenging West European aesthetic ideas, considering the perspectives of destination residents, and expanding research to aesthetic categories beyond the beautiful. The article also launches the Annals of Tourism Research Curated Collection on Beauty & Aesthetics in Tourism. The Collection contains all past articles published in Annals of Tourism Research on the topic, and continues to grow as new articles are added.
... Moreover, the servicescape is an effective prerequisite for formation of a good impression and pleasure of the customer [20]. Alfakhri et al.(2018) explored the lived experience of design and art in the hotel landscape. The results showed that the interior design elements would trigger consumers' emotions (i.e., entertainment, relaxation and satisfaction), which in turn would affect their behaviors (i.e., loyalty, time spent, price sensitivity, social interactions, and word of mouth) [21]. ...
... Alfakhri et al.(2018) explored the lived experience of design and art in the hotel landscape. The results showed that the interior design elements would trigger consumers' emotions (i.e., entertainment, relaxation and satisfaction), which in turn would affect their behaviors (i.e., loyalty, time spent, price sensitivity, social interactions, and word of mouth) [21]. Therefore, it is important to understand how ambience affects the consumers' experience about comfort. ...
From the perspective of emotion, utilizing eye tracking technology, this paper proposes 12 different 3D hotel lobby models to investigate how would the light illuminance, wall color, decoration style and music genre affect the visual comfort specifically. The experiment results show that the illuminance of the lamp, the color of the wall, and the decoration style have a significant impact on visual comfort. The music genre would not affect consumer's visual comfort perception of lamp illuminance, wall color and decoration style. Normal illuminance brings the most comfort, followed by bright illuminance, and then dim illuminance; Warm color brings more comfort than cool color; and Chinese style lobby brings more comfort than European style.
... However, existing studies and literature have not clearly outlined how to engage customers' cognitive, affective, and behavioural intentions. As customers, select hotels based on cognitive attributes (Alfakhri et al., 2018), including cognitive components may therefore contribute to a greater insight into the forces impacting the luxury experience. Furthermore, customers' purpose of visit (leisure or business) has a huge impact on their behavioural outcome which has been largely overlooked in the literature (Zhang et al., 2019). ...
... According to Lewis and Chambers (2000), consumer experience is not limited to tangible aspects of products; instead, it is referred to as an entire package including goods, services, and ambiance. In the service industry, consumers generally depend on the physical environment while assessing their comprehensive experience (Alfakhri et al., 2018). Ambiance offers everything with elegance, and acts to enhance the customer experience. ...
Consumer experience has long been recognised as a key component in influencing consumers' habits and attracting, pleasing, and retaining customers. The hospitality sector is often regarded as one of the most experience-rich industries. Lately, the idea of a guest's experience in a luxury hotel has gained popularity. Limited studies have examined the antecedents and outcomes of luxury hotels guests' experiences. This research bridges the void by constructing relationships among cognitive, affective, and behavioural constructs. A total of 414 guests in luxury hotels were contacted, to figure out factors influencing the guest experience. Structural equation modelling (SEM) was used to analyse the data. According to the results, hedonism, ambiance, escapism, personalisation, and convenience influence guests' experience in luxury hotels, which in turn influence consumers' positive word of mouth (WOM) and revisit intention. In addition, the moderating effect of the guests' visit's purpose was also examined.
... Answers to these critical business questions often seem assumed than assessed. A pertinent reason for this could be, although extant literature has explored servicescape visual aesthetics aspects (Alfakhri et al., 2018;Murray et al., 2019;Orth and Wirtz, 2014), they have usually been with individual features like color (Kim et al., 2020), lighting (Laski et al., 2020 and shape (Liu et al., 2018), and researchers are yet to propose comprehensive measures and protocols quantifying them holistically. ...
... Servicescape visual stimuli studies have explored influence of individual aspects such as color (Kim et al., 2020;Lee et al., 2018), lighting (Laski et al., 2020;Lin, 2004), interior layout/design (Demoulin and Willems, 2019; Orth and Wirtz, 2014), shape (Liu et al., 2018) and overall aesthetics (Lin, 2016), on positive consumer responses. Researchers have also explored role of holistic aesthetics in specific contexts like hotelscape (Alfakhri et al., 2018), and contradiction between servicescape and product properties (Lunardo et al., 2016). Studies have also looked at cultural differences in servicescape contexts (Figueiredo et al., 2021). ...
Purpose: Through empirical research anchored in environmental psychology, the paper presents formative indicators that form an evaluation set “S.E.E.” (service environment evaluation), to simplify and systematize the measurement of visual aesthetics of servicescapes through consumers’ perspective.
Design/methodology/approach: The authors adopted formative index development methodology, employing a one-shot experimental design using photographic surrogates of four different servicescapes (n 5 1400), and testing the index with eight noted global servicescape images.
Findings: Findings reveal that visual aesthetics of servicescapes can be captured using the composite index we developed with five dimensions: complexity, coherence, legibility, mystery and novelty. Also, service type: hedonic/utilitarian, does influence how consumers evaluate servicescape visual appeal.
Originality/value: Formative indicators constituting S.E.E. enables assessment of subjective visual aesthetics of servicescapes holistic, objective and an effortless task for marketers, designers and decisionmakers; and helps them reliably decide on and skillfully design servicescapes with the required visual appeal.
Keywords: Environmental psychology, Formative indicators, Pre-testing, Servicescape design, S.E.E., Servicescape visual aesthetics, Services strategy.
Paper type: Research paper
... Aesthetics, as the philosophical notion of beauty, comes from design, physical attractiveness and intrinsic beauty and value. Beauty and aesthetics are also correlated with a variety of features such as expressions, novelty and intelligence (Alfakhri et al., 2018;Thüring and Mahlke, 2007;Weggeman et al., 2007). Using color, balanced layouts and quality graphic content has an effect on these aesthetic features (Mathwick et al., 2001), which provide customers with immediate pleasure and satisfaction (Thüring and Mahlke, 2007). ...
... In the hotel industry context, aesthetic features play an important role in fulfilling hotel guests' needs and wants (Yin et al., 2011) and increasing their overall satisfaction (Alfakhri et al., 2018). For instance, color images provide the first impression of hotel apps that affect hotel app users' feelings and moods (Reinecke et al., 2013). ...
Purpose
The purpose of this study was to investigate relationships among the experiential value of hotel apps, the cognitive and affective evaluation of hotel apps users, hotel apps users’ satisfaction and their endorsement for the hotel apps. Specifically, this study examined the relationships that enhance hotel guests’ experiences through hotel apps.
Design/methodology/approach
The measurement items were developed through extensive literature review. This study used a web-based survey to test an integrated model of the experiential value. With a total of 320 usable samples, partial least squares structural equation modeling was carried out to identify key “driver” constructs and validate the proposed model.
Findings
A significant relationship was found in the playfulness of hotel apps and hotel guests’ cognitive and affective evaluations of the hotel apps, which positively influence hotel guests’ satisfaction and their endorsement for the hotel apps. Hotel apps should create fun and entertainment features in the hotel apps so that the users of hotel apps can be enjoyable during their usage. In addition, providing hotel apps users with time saving and easy use of the hotel apps can affect their satisfaction and endorsement for the hotel apps.
Originality/value
This study confirmed the positive links among hotel apps users’ experiential value, their cognitive and affective evaluation of the hotel apps, their satisfaction of using the hotel apps and their endorsement for the hotel apps. This study also revealed that hotel apps can be hotels’ effective communication tool that enhances existing and potential customers’ overall experiences.
... There has been a great deal of discussion about the value of design in buildings and more specifically about the role of design, aesthetics, and the atmosphere shaped in a tourist accommodation context (Alfakhri et al., 2018;Vardopoulos & Theodoropoulou, 2019). In a more techno-economical approach, the relationship among building design, user satisfaction, and property financial and marketing performance in hotels has been explored, in an effort to quantify the effect that design has on the overall business performance (Lee, 2011;Penner et al., 2013;Zemke & Pullman, 2008). ...
... Bjorklund and King (1982) followed a consumer-based approach to assist in the design of hotels. Alfakhri et al. (2018) explored the effect of hotel design on customers' perceptions and their consumption experiences. Baek and Ok (2017) argued that design is crucial in consumers' decision-making, in terms of quality expectations and emotional arousal. ...
This study investigates the current defining parameters shaping hotel design and planning, exploring the views of the key stakeholders involved in hotel design. Hotel design and planning are analyzed by a number of exogenous and endogenous tourism development parameters including tourist motivation, destination socioeconomic and cultural characteristics, and institutional framework. The methodological approach used is threefold. First, the qualitative approach, involving an analysis of the relevant published scholarly literature, reveals cross-national parameters shaping the prevailing design for professional tourist accommodation developments. Second, previous studies and secondary data are analyzed to frame the case study of Athens in terms of understanding tourism development patterns and drawing upon the institutional framework and guidelines governing the tourist accommodation units design towards obtaining critical information. Third, in-depth interviews of key informants are conducted using a structured technique. The sample consists of three main groups of experts involved in the hotel design process; the owners, the managers, and the architects or designers. Findings of the current research point out to a significant number of particularly complex aspects and parameters to be complied with, in order to update and modernize tourist accommodation establishments and meet modern-day tourism essential requirements. In addition, this study goes on to argue that it is necessary to establish a deeper multilateral engagement and cooperation of the broader group of the relevant stakeholders.
... It consists of atmospherics, aesthetics and servicescape, and the position of art within each of these elements (Woelfel, Krzyinski, & Drechsel, 2013). It is seen that a growing body of literature is exploring the role of design, aesthetics and atmosphere in the hotel context (Alfakhri, Harness, Nicholson & Harness, 2018). Previous studies assert that hotel enterprises invest in architecture and product design to satisfy the hedonic motivations of the customers (Lee, 2020). ...
... Previous studies assert that hotel enterprises invest in architecture and product design to satisfy the hedonic motivations of the customers (Lee, 2020). Hotels also consider property design to affect the customers' hotel perceptions and their consumption experiences (Alfakhri et al., 2018). Besides, it is believed that a hotel's design should reflect ways of thought and styles of the target customers (Tong, 1979). ...
The main purpose of this study is to identify the effects of a good hotel design in a comprehensive manner. The systematic literature review method has been applied and the academic databases of the well-known publishers that are Science Direct, Taylor & Francis, Emerald, Sage and Wiley have been selected for advanced search. Twenty-eight research articles related to hotel design have been content analyzed. Findings of the content analysis indicate that a good hotel design can affect consumers' emotions, self-brand connection, satisfaction, preference, behavioral intentions and loyalty, and employees' aesthetic pleasure and well-being. Findings also demonstrate that a good design contributes to marketing and financial performances of hotels. Other contributions of a successful hotel design on the business are reduced staffing levels and maintenance costs, increased sales, greater efficiency, higher gross operating profit and the need for lower capital investment. Hotel design is closely related to sustainability, as well. Within this context, a framework identifying the effects of a good hotel design within micro and macro levels has been developed and discussed both theoretically and practically. Since the sub-purpose of the study is describing the current literature related to hotel design, some bibliometric indicators such as the journals publishing articles related to hotel design, distribution of the articles by years and number of authors studying on this topic, paper types of the articles (empirical or conceptual) and research methods (quantitative or qualitative) they applied have been examined to define more research gaps and future research directions.
... Loureiro's (2017) research showed that ambiance and design elements have the most decisive influence, among other factors, on tourists' emotions in medical tourism. Alfakhri et al. (2018) asserted that a hotel's physical environment and interior design can elicit consumers' emotions, affecting subsequent behaviors. ...
... Interior design can be used to differentiate products and services from competitors (Zemke et al., 2018); in the lodging industry, where there is a lack of differentiation among brands, developers and operators emphasize unique architecture and interior design to attract potential customers (Lin, 2016). With the growing attention to interior design among the types of accommodations, Alfakhri et al. (2018) identified a hotel's aesthetics as an essential component of the "hotels cape," emphasizing both classical and modern design styles. In their study, respondents associated a classical style with luxury hotels, while a modern style was considered neither comfortable nor practical. ...
Purpose
The purpose of this paper is to investigate the relationships between two dimensions of servicescape (i.e. substantive and communicative servicescape), health care travelers’ emotions, perceived value and word-of-mouth intentions. It also assesses the moderating effects of accommodation type (i.e. hotel and Airbnb) and interior design styles (i.e. traditional and modern) on the relationship between the two servicescape dimensions and travelers’ emotions.
Design/methodology/approach
Using a sample from a survey of 692 health care travelers who stayed at either a peer-to-peer accommodation (i.e. Airbnb) or a hotel, a multi-step structural equation model analysis tested the relationships among variables. It examined the moderating effects of accommodation type and interior design style.
Findings
The relationships between servicescape, emotions, perceived value and word-of-mouth were significant. Also, the two moderators affected how servicescape influenced the emotions of health care travelers. For Airbnb guests, communicative servicescape had a more substantial effect on enhancing their positive emotions than hotel guests. For health care travelers who stayed at an accommodation with a traditional interior design style, in addition to enhancing positive emotions of health care travelers, substantive servicescape significantly reduced their negative emotions.
Practical implications
The findings suggest the need for the lodging industry to examine how health care travelers perceive and experience their accommodations with unique interior design characteristics. Also, stakeholders in the lodging industry should leverage the aspects of substantive servicescape in terms of relevant interior design styles, which, in turn, influence health care travelers’ positive word-of-mouth intentions. Given the increase in medical mobility and demand for accommodations by those traveling to receive health care services, understanding the lodging environment and how it affects travelers in this segment is essential.
Originality/value
This research develops a comprehensive servicescape model with a focus on the communicative dimension. Moreover, this study significantly contributes to the hospitality literature regarding how the core experience and various interior design styles influence a rapidly growing segment of health care travelers. Health care travelers’ emotions are essential to consider given the propensity to experience stress related to travel situational health factors.
... LGN Retina Figure 2 Visual system communication channel S1 layer: The S1 layer simulates the neural activity of simple cells in area V1 of the primary visual cortex, using a series of Gabor filters to simulate the properties of the simple cell receptive fields [17]. This layer takes a grayscale image as input, and the input image is convolved with a series of Gabor filters of different orientations and scales, and the Gabor filter function is defined as: ...
Various exquisite graphic designs that can be seen everywhere beautify people’s vision and influence people’s visual aesthetics subtly. This paper starts with the visual aesthetic elements of graphic design and discusses the construction of visual aesthetic element systems in graphic design by analyzing the composition elements and aesthetic characteristics. Secondly, it proposes to use the biological visual perceptual machine model to process information through two visual pathways in a hierarchical manner. The features of graphic design images are expressed, stored, and extracted using the visual information model. Finally, the effectiveness of the bio-visual perceptual model applied to the construction of visual aesthetic elements of graphic design is verified by the Caltech5 database, Caltech256 database, and Scene15 database. The results show that the classification accuracy of the bio-visual perceptron model is 94.28%, 91.36%, and 99.75% in Caltech5, Caltech256, and Scene15 databases, respectively, which is 23.12% higher than the accuracy of other neural network models on average. The bio-visual perceptron model proposed in this paper can accurately detect the elemental features in complex graphic design, which provides a new idea and method for rapid detection and recognition for graphic design workers.
... The aesthetics principles of color include: (1) Sense of contrast (contrast and harmony) and (2) Sense of being stationary (stability and legerity). However, there has been little progress in the formulation of a coherent theory with respect to the aesthetic aspect of design (Alfakhri et al., 2018;Veryzer, 1993). These principles are commonly referred as the Gestalt Rules. ...
Arts design has been proven to enable designers to have a meaningful learning of STEAM, but research on a checklist for assessing Arts design based on evaluating entries in a STEAM contest is still rare. Therefore, this study developed a checklist for assessing Arts design for evaluating miniature robots in a STEAM contest. Using an example of STEAM contest, named PowerTech, which has been held 22 years in Taiwan, we developed five dimensions of the checklist are: aesthetics, material usage, bionic, performance, and additional devices. There are two sub-indices in each aspect to be considered as the identification of form characteristics. Eight international experts were invited to review the content validity of the Arts design scale, and 30 completed checklists were used to test the reliability and validity though Kendall’s coefficient of concordance. The results showed that the Arts design scale had high reliability and good validity, and so rubric index could be used to measure and assess Arts design with miniature robots in that integrated STEAM contest. Based on this, it is suggested that educational authorities can refer this study and for encourage students to create Arts in any integrated STEAM contests.
... In an airport, ready access to exact information is important. The design and attractiveness of the interior and its furniture also influence the clients' feeling of quality [10]. ...
This study aimed to investigate the level of client satisfaction among airline passengers and other users of Huambo's airport in Angola. A quantitative method was used, based on a questionnaire addressed to airline passengers on their trips to Huambo and their use of Huambo's airport. This sample comprises 619 questionnaire answers. As a result of the study, it is possible to relate client satisfaction with the size of the aircraft in question and with the ease of booking a trip. On the contrary, clients become more dissatisfied when the cost of the trip is higher. An analysis of the degree of client satisfaction among airline passengers shows three categories: the waiting time and service at the airline office, the comfort during the trip, and the empathy of the cabin staff. This study is expected to be useful to show the preferences of the clients of this African airport.
... Symbolism is an important foundation for shaping the brand authenticity of an organization by measuring the extent to which a brand can effectively transmit all its symbolic aspects through organization-specific incentives such as images, text, videos and design on-line product interfaces, which allows consideration of individual, nature and reality Organization trademark (Morhart et al., 2015:200) IV. Part Three: The practical aspect 1) Analyze the normal distribution The results in Table (4) show that data extracted from the scanned community is normally distributed, indicating that the value of study variable is higher than (0.05), indicating that study results can be generalized to the scanned community), Table () shows that study data is the normal distribution. Statistical description First: The independent variable (the customer's participation in Brand Co-Creation) The results of the table (5) resulted in the availability of a variable of customer participation in brand innovation by a percentage (76%), an arithmetic mean (3.82), a standard deviation of (0.684), and a variation factor of (18%), which means that the clients who are looking for the importance of focusing on spreading a positive and beautiful word about the products that the brand represents. ...
The key objective of the current study is to verify the impact of the customer's involvement in the innovation of the label (development, reverse feeding, defense (advocacy), and assistance) on the product quality (product aesthetic, durability, ease of use, product performance, and serviceability) through the interactive role of the realized brand authenticity (continuity, integrity, credibility, symbolism) of certain mobile brands. As the sample study was represented by 732 customers, Therefore, the study problem was formulated in relation to the relationship between study variables, following which the study's objectives were set, and the hypothetical outline of the study crystallized the formulation of special hypotheses tested in the statistical package to model structural equations in a small square manner (AMOS.V.25). To analyze what the study tool provided, a set of statistical methods, namely, confirmatory working analysis, Cronbach's alpha coefficient, identification coefficient (R2), natural distribution of data, and descriptive statistics of computational medium and standard deviation, The correlation coefficient and the results of the study showed a clear and important perception of the relationship between the customer and label innovation. The continuity of the realized brand and the quality of the product, perhaps the most important findings of the study, are reflected in the high level of awareness by the sample of the importance of the perceived brand authenticity in order to encourage customers to participate in the innovation of the brand to enhance the quality of the products. This enables the organization to improve its ability to effect change in a manner commensurate with the skills and expertise of its service providers during the service meeting. In light of these findings, the study presented a set of recommendations Keywords-Customer In Brand Co-Creation, perceived brand authenticity, product quality.
... For example, Loureiro discussed the impact of service scenes on tourists' emotions and perceived quality, and found that atmosphere and design constitute the most important service factors [24], while service scenes determine the image and quality of customers. Alfakhri et al. showed that hotel interior design elements could trigger consumer emotions (physical and mental relaxation and increased satisfaction), and emotions in turn affected behavior (time spent in the hotel, loyalty, price sensitivity, word-of-mouth, etc.) [25]. Emotional response and customer satisfaction were important factors that affect consumers' purchasing decisions. ...
... These favorable evaluations included economic value and attitudes, which are antecedent predictors of customer engagement [41,42]. This was corroborated by Alfakhri et al. [43], where green designs in the hospitality industry impacted customer experience and subsequent purchasing behaviors. Chuah et al. [44] showed a significant correlation between perceived corporate social responsibility of airline corporations on sustainable customer engagement, and such a relationship was significantly moderated by green trust and environmental concerns. ...
The physical environment of airports plays a crucial role in improving travelers’ perceptions and well-being. Adopting a green physical environment may elicit customers’ cognitive and emotional responses and provide a convenient consumption environment. Brand experience and engagement are other important consumer–firm interactions that influence the attributes of the passengers’ well-being. The current study sought to assess the impact of the eco-design of buildings, brand experience and engagement on the well-being of travelers at an international airport in Saudi Arabia. Additionally, the current study investigated the possible effects of eco-design on airport experience and engagement. The results of the structural equation modeling analysis revealed that the eco-design of airport buildings was independently associated with passengers’ well-being and brand engagement, but not with brand experience. Additionally, well-being was significantly predicted by brand engagement and experience. Airport managers are advised to adopt an internal eco-design to help promote passengers’ connection with the brand and improve their well-being, which would eventually be reflected in their behavioral attributes and decision-making.
... Kusumasondjaja (2019) found that the involvement of Instagram users is more stimulated when the content they saw more complex, more colorful, and more unsymmetrical than when they are exposed to simpler, less colorful, and more unsymmetrical visual content. A social media content is more likely to elicit consumer pleasure, especially when the consumers is aiming to look for sensation or entertainment (Lin, 2016;Alfakhri et al., 2018). This is especially important for this study, as destination is highly related to entertainment-seeking activity , content with visual expressive aesthetic is suspected to be able to attract more consumers with classical aesthetics. ...
... From the hotel guest's standpoint, mood clarity, mood monitoring, and mood repair indirectly affect customer relational value through customer participation (Taheri et al., 2017). Furthermore, Alfakhri et al. (2018) argued that hotelscape (e.g., esthetics and design) can influence customer experience for hedonic-driven hotel guests, influencing their subsequent purchasing and referral behaviors. ...
Since COVID-19, people appreciate fully immersing themselves in nature. Bringing elements of nature into service spaces has been an important concern for marketers. Yet, there have been only a few studies addressing the impact of natural and biophilic aspects within servicescapes. This study investigated the effect of biophilic design on experiential values such as esthetics, escapism, economic value, and attitude toward hotels and the role of the hotel segment and its environmental beliefs regarding green behavior on the relationships. The results indicated that in a luxury hotel setting, the biophilic design engendered better esthetic perceptions, escapism, economic value, and attitude toward the hotel. At a midscale hotel, a non-biophilic design induced higher experiential values. In addition, customers’ environmental beliefs had significant effects on experiential values. Results provided practical suggestions for hotel managers, marketers, and interior designers on how biophilic servicescapes can enhance a hotel’s marketing effectiveness.
... Many previous studies have revealed that colors have a strong association with mood of humans [29][30][31] and number of colors have strong emotional effects [32]. Alfakhri et al. [33] found that color is an important factor in affecting customers' aesthetic perceptions in hotelscape. Interior colors of houses may affect one's emotion, happiness, and vividness [34]. ...
Home sharing is a new industry that was born with the development of sharing economy. The online short-term rental platform is an important carrier for home sharing. On the short-term rental platform, house images are an essential way to display the overall situation of the house, and one of the main channels for tenants to obtain house information. This paper studies the relationship between house images' colors and contents and tenant booking decision-making and satisfaction. By utilizing image mining techniques on the data obtained from a popular short-term rental platform in China, this research reveals that the color richness of house images has a significant negative relationship with both tenant booking decision-making and tenant satisfaction. What's more, both household and leisure content displayed in house images has significant positive relationships with tenant booking decision-making. Our work supplements the research on the impact of house images on home sharing and provides meaningful guidance for both the short-term rental platforms and the landlords.
... dengan signifikansi budaya bangunan bersejarah menggunakan kriteria historic value, scientific value, social value. Bakri et. al. (2015) menggabungkan observasi lapangan dan kuesioner dengan Likert Scale 1-5. Kiruthiga & Thirumaran (2017) Jennath & Nidhish (2016) menilai estetika dan hubungannya dengan bentuk arsitektur pada bangunan perpustakaan. Alfakhri et. al. (2018) menilai estetika dan desain dalam mendukung pemasaran hotelscape. Penelitian ini menilai estetika dan signifikansi elemen arsitektural bangunan bersejarah serta mencari elemen arsitektural yang paling mempengaruhi estetika dan signifikansi bangunan bersejarah. ...
Abstrak: Perubahan elemen arsitektural menyebabkan perubahan pada karakter bangunan bersejarah. Beberapa bangunan bersejarah di Malang telah mengalami perubahan elemen arsitekturalnya. Hal ini terjadi karena belum ada penilaian tentang signifikansi elemen arsitektural. Estetika adalah salah satu kriteria untuk mengukur signifikansi elemen arsitektural. Elemen arsitektural dapat dilihat melalui visual. Sehingga penilaian estetika dan signifikansi visual elemen arsitektural bangunan bersejarah penting untuk dilakukan. Penelitian ini bertujuan untuk menemukan elemen arsitektural yang signifikan mempengaruhi estetika dan signifikansi bangunan bersejarah di Malang. Kuesioner digunakan untuk memperoleh data berdasarkan persepsi masyarakat sehingga hasil penelitian objektif. Hasil penelitian menunjukan ada 6 elemen arsitektural yang berpengaruh signifikan terhadap estetika dan signifikansi bangunan bersejarah di kota Malang. Kata kunci: Estetika; signifikansi, elemen arsitektural, bangunan bersejarah. Abstract: Changes in architectural elements cause changes in the character of historical buildings. Several historic buildings in Malang have undergone changes in their architectural elements. This happens because there has been no assessment of the significance of architectural elements. Aesthetics is one of the criteria to measure the significance of architectural elements. Architectural elements can be seen through visuals. So that an assessment of the aesthetics and visual significance of the architectural elements of historic buildings is important to do. This study aims to find architectural elements that significantly affect the aesthetics and significance of historic buildings in Malang. Questionnaires were used to obtain data based on people's perceptions so that the results of the research were objective. The results showed that there were 6 architectural elements that had a significant effect on the aesthetics and significance of historic buildings in the city of Malang.
... The role of the physical environments of service organisations where service transactions occur is critical. Physical environments can be a vital technique to differentiate between products and services (Alfakhri et al., 2018). ...
Recently, hoteliers focussed shifts on green practices because of sustainable goals. Also, guests are more health-conscious nowadays. Hence, biophilic elements and designs attract hoteliers and guests, and selecting the best biophilic elements/designs is one of the most important decision-making problems in the lodging industry. This study investigates the various biophilic elements/designs as main criteria and sub-criteria and evaluates them through the trapezoidal interval type-2 fuzzy analytic hierarchy process technique. Once the main biophilic elements and sub-biophilic elements for hotel selection are identified, the hierarchy structure has been designed. Then the weights are calculated using the interval type-2 fuzzy analytic hierarchy process technique. Finally, the biophilic element/design with the highest priority weight is selected as the most preferred by the guests. The robustness of the results is checked by comparing them with the results of the crisp analytic hierarchy process and sensitivity analysis. The findings of the study will help the decision-makers of the lodging industry in making more efficient and effective strategies.
... As color is one of the dominant visual elements in hotel internal environments [8], many scholars have conducted in-depth research on it. Color has been proven to significantly affect customers' aesthetic perceptions, emotional experiences, behavioral intentions, and other subjective reactions [9,10]. Although subjective evaluation methods have been used in most existing studies, the contents evaluated in them vary from one to another. ...
As an important part of a hotel’s internal environment, color design affects not only customers’ hotel stay experiences, but also their check-in experiences. However, how hotel guests’ emotional experiences are affected by interior color design is understudied in China. Drawing on the theory of color psychology, we designed a Virtual Reality (VR) experiment and a questionnaire to explore how hotel guests’ emotional experience can be influenced by the color scheme of hotel interior color design. The results show that hotel rooms decorated in yellow have a pleasurable effect, those decorated in gray a calming effect, and those decorated in blue a relatively neutral effect. Young participants have more negative emotional responses to rooms decorated in dark yellow. The emotional impact of both gray and yellow with higher grayscale values shifts from positive to negative with the improvement of customers’ educational background. Low grayscale color schemes are preferred over high grayscale ones, and indoor environments with synergistic colors are preferred over contrasting colors. It is also found that male subjects tend to have more positive emotional reactions to all color schemes than females. For most subjects, age and education have no effect on their emotional reactions to different color schemes. These findings have important implications for hotel interior environment color design.
... Останнім часом досліджувалася і роль дизайну, естетики й атмосфери у контексті діяльності готелю (D. Alfakhri, D. Harness, J. Nicholson, T. Harness [8]), а також обґрунтовано висновок, що підприємства ГГ інвестують в архітектуру та дизайн своєї продукції/ послуг, щоб задовольнити гедонічні мотивації клієнтів (S. A. Lee [9]). ...
... Substantive staging was discovered to be more influential on consumer service appraisals than communicative staging [14]. Numerous scholars revealed that substantive sustainable servicescape affects significant consequences, for instance, behavioral intents, organizational effectiveness, and psychological reactions of customers [14,63]. Physical sustainable servicescape aspects affect affirmatively and significantly the client's perceived image and behavioral responses, like word of mouth [64]. ...
Customers have become very sensitive regarding the innovative evaluation of services. Due to competition in the hospitality industry, it is a challenge for hotel marketers to understand customers’ behavior. There is scant research in the hotel industry of Pakistan and especially on boutique hotels. This research seeks to measure the relationship between substantive, communicative elements of the sustainable servicescape and behavioral intentions (word of mouth) in a boutique hotel setting. However, the mediating effect of the overall perceived image is examined between these constructs. Responses of boutique hotel visitors were collected from Lahore, Islamabad, Faisalabad, and Murree. Data were analyzed by using structural equation modeling (SEM). Results display that both substantive and communicative servicescape elements positively affect the perceived image of customers, which has a positive influence on behavioral intentions such as word of mouth (WOM). Theoretical and practical implications are also discussed.
... We suggest that the beauty-is-good bias (Griffin & Langlois, 2006;Dion, Berscheid, & Walster, 1972;Alfakhri, Harness, Nicholson, & Harness, 2018) also applies to the food domain. Such a bias implies that imperfect foods are risky. ...
Consumers use aesthetics bias to judge the risk of their food intake, having an important impact on food waste of less appealing food (i.e., aesthetically imperfect foods). In six studies, this research adds to past work by revealing that when the aesthetics bias is applied to food targets, consumers make risk inferences for imperfect (vs. perfect) food products, thus reducing their purchase intention. In addition, the findings suggest that con-strual level moderates food aesthetics bias, reducing perceived risk and increasing purchase intention of aesthetically imperfect foods in abstract (vs. concrete) construal. This research uncovers the importance of abstract thinking in order to revoke the food aesthetics bias. The findings have critical implications for researchers, managers, and public policy makers on how to mitigate food aesthetics biases, which can contribute to reducing food waste.
... A paradigm shift of the same dimension as McCarthy's (1978) marketing mix is needed to combine both paradigms, design and marketing (Henseler 2017). Despite the existing literature recognizing fruitful research avenues (Alfakhri et al. 2018;D'Ippolito et al. 2014;Creusen and Schoormans 2005;Rothwell and Gardiner 1983), marketing and design intersections are not yet clear, and the development of new methodologies is at its infancy. We believe a paradigm shift is needed, one in which practitioners and researchers ask how design can contribute to and influence marketing knowledge (and the inverse is also relevant). ...
This paper provides insights into the interdisciplinary intersections between marketing and design. It explores the various design intersections in the marketing fields. The collaboration between marketing and design is restricted by the paradigm boundaries, but not by the industry, researchers, and research projects. Challenges for both disciplines' future are explored, highlighting the need for a paradigm shift in marketing.
... It is worth noting that in Durna et al.'s (2015) research, servicescape was distinguished by a) substantive staging of servicescape (SSoS) -mainly concerning the environmental dimensions of servicescape, and in b) communicative staging of servicescape (CSoS) -mainly related to the behaviour and appearance of employees. Alfakhri et al. (2018) proposed "hotelscape" as a holistic approach to the hotels' servicescape concept. Their survey was conducted through semi-structured interviews with 37 cosmopolitan Saudi Arabian consumers. ...
This article aims to present a new conceptual model about the “lobbyscape” (i.e. the “servicescape” of hotel lobbies or foyers). A review of the existing literature, along with the authors’ expertise, provided four dimensions and 25 atmospheric elements for the “ASAP (aesthetics, space, atmosphere and physiological conditions) Lobbyscape Model”. The atmospheric elements’ effect on customer satisfaction with their stay was carried out through a survey questionnaire to customers of four- and five-star hotels in Athens, providing 277 valid responses. The results of the survey demonstrated that for the vast majority of hotel guests, the effect of each of the 25 atmospheric elements is quite or absolutely important for the satisfaction they get from their stay. As a new framework for further understanding of the hotel lobbies’ effect on customer satisfaction, the lobbyscape concept could provide significant opportunities to increase sales, contribute to the overall quality of customer service, and be considered as a vital part of the overall hotel services’ perceived value.
... We suggest that the beauty-is-good bias (Griffin & Langlois, 2006;Dion, Berscheid, & Walster, 1972;Alfakhri, Harness, Nicholson, & Harness, 2018) also applies to the food domain. Such a bias implies that imperfect foods are risky. ...
Concerning food products that have a direct relationship with health, the instinct to search for the perfect appearance is dominant. Consumers use food aesthetics bias to judge the risk of their food intake, having an important impact on food waste of less appealing food. In six studies, we explore consumers’ food waste decisions by analyzing and reverting two types of food aesthetics biases, namely: beauty-is-good and the ugly-is-risky. This research adds to past work by revealing that construal level moderates food aesthetics bias, reducing perceived risk and increasing purchase intentions in abstract (vs. concrete) construal.
Although the influence of environmental stimuli on tourist behaviour has been studied extensively in relation to the experiences in tourism, it remains a reality and needs to be fully addressed. This paper presents a systematic literature review of peer-reviewed articles on tourism’s environmental stimuli using three main search streams: atmospherics; servicescape; and experiencescape. Scopus and Web of Science databases were searched, and 66 papers referring to the stimuli elements in the tourism setting were identified and classified into three dimensions: physical; social; and experience. The results indicate that environmental psychology is complemented by marketing to explain the servicescape from the experience economy perspective. Based on the topic’s gaps and trends, the authors propose the novel construct of a “holisticscape” as an extension of the servicescape to influence tourists’ holistic health (body, mind, and spirit). Furthermore, a research agenda with three propositions is proposed to deepen the knowledge on holisticscape. The systematisation of the setting stimuli developed in this study can guide researchers and practitioners to design and operationalise the experiences for positive post-consumption behaviour.
Purpose
The existing literature has examined the determinants of post-purchase behavioral intentions. However, less attention has been devoted to the factors that contribute to perceived usefulness of fast-food restaurants attributes. The current study considers the servicescapes and social servicescapes of restaurants as well as their relationship with customers' perceived usefulness, with the moderating role of customer experience. It also explores how perceived usefulness influences choice process satisfaction and subsequent behavioral responses, including revisit intention and negative word-of-mouth.
Design/methodology/approach
Data from 485 fast-food restaurant consumers in Pakistan were collected using purposive sampling. The data were analyzed using both structural equation modeling (SEM) through AMOS 24.0 and the PROCESS macro in IBM SPSS 27.0.
Findings
The research revealed that perceived usefulness in fast-food restaurant industry is positively influenced by servicescapes and social servicescapes. Similarly, choice process satisfaction is primarily caused by perceived usefulness and affects behavioral responses. It also found that choice process satisfaction is positively associated with revisit intentions and negative word-of-mouth. Customer experience significantly moderates the relationship between ambient condition, facility aesthetic, layout, perceived similarity and perceived usefulness. However, customer experience insignificant moderates the relationships of physical appearance and suitable behavior with perceived usefulness.
Research limitations/implications
The findings provide insightful information for both academic and managerial fields, contributing to the literature on consumer psychology, consumer behavior, servicescapes and the stimulus-organism-response theory. The study also assists restauranteurs in the fast-food restaurant industry in overcoming the challenges posed by a highly competitive environment and developing strategies based on consumer perceptions.
Originality/value
This study, conducted in Pakistan, took a pioneer step in testing and confirming a novel perceived usefulness model that incorporates not only servicescapes but also social servicescapes in consumer behavior. It enhances the knowledge of consumer visit intentions by quantifying the significance of perceived usefulness developed by different servicescapes.
Az elmúlt két évtizedben jelentős mértékben megváltoztak a szálláshely-menedzsment és szállodaüzemeltetés feltételei, a különböző innovációk bevezetése és elterjedése az üzleti modellek fejlődését eredményezte, amely radikális mértékben transzformálta a vendéglátás és a szálláshely-szolgáltatás folyamatait és rendszerét. Átalakultak a fogyasztói szokások, a mindennapi élet a munkavégzés színterei, a változásokra reagálva a turisztikai szolgáltatásokat biztosító létesítmények is megújultak. A technológiai innováció eddig soha nem látott mértékben indukálta a szolgáltatás-nyújtás folyamatainak reformját, amelynek eredményeképpen a turisztikai létesítmények számos új funkcióval bővültek, hogy a megváltozott fogyasztói igényeinek eleget tudjanak tenni. A közösségek szerepe mindig meghatározó volt a társadalomban, azonban a humán interakció és a személyes kapcsolatok szerepe még soha nem volt ennyire meghatározó, mint napjainkban a digitalizáció és társas izoláció időszakában. Jelen tanulmány célja a szállodai szolgáltatáskörnyezet transzformációjának a vizsgálata, az innováció bevezetése mellett a tradíció megőrzésének interpretálása szempontjából a szállodai lobbik példáján keresztül.
Since becoming a UNESCO 'City of Music' in 2008, Glasgow has sought to develop the tourism potential of its music scene. As potential beneficiaries, accommodation providers have facilitated the development of music tourism initiatives within the city, strategically positioning themselves as ambassadors for the city's music. This article considers how three Glasgow hotels 'curate' the musical life of the city, presenting themselves as facilitators of cultural experiences rather than mere service providers. We draw on interviews alongside an analysis of marketing discourse to show how this approach is reflected in the physical space of hotels, recruitment practices, and the language of promotional materials. Arguing that the packaging of musical experience often implies an instrumentalist understanding of music's cultural value, we consider what it means for music to be re-imagined as an 'experience', and how music's value as a resource for self-construction is articulated within the discourse of contemporary tourism.
The key objective of the current study is to examine the impact of Customer Brand Co-Creation (development, feedback, advocacy, and assistance) on product quality (esthetic, durability, ease of use, product performance, and serviceability) of certain brands of mobile phones. The problem of study was therefore formulated with regard to the relationship between the variables of study, which established the objectives of study. Study hypothesis chart crystallized the formulation of the special hypotheses tested in the statistical package to model structural equations in the least squares method (AMOS.V.25) and to analyze what study tool provided, a set of statistical methods were used: The deterministic factor analysis, the alpha Kronbach coefficient, the determination coefficient (R2), and the normal distribution of data. The results of study showed a clear and important perception of the relationship between the customer's participation in the creation of the brand and the quality of the product. Perhaps the most important results of study are reflected in the fact that the sample is highly aware of the importance of the brand's authenticity in order to encourage customers to participate in creating the brand to enhance the quality of products. This allows the organization to improve its capacity to effect change in a way that is appropriate to the skills and experience of its service providers during the service interview, and in the light of these findings, study has submitted a series of recommendations.
The pursuit of beauty has been a part of our daily lives, as the hospitality industry recognizes by offering aesthetically pleasing artifacts through a constellation of service attributes. This research takes a qualitative approach to explore hospitality service elements that are aesthetically appealing to customers. It draws on Adorno’s aesthetic theory to better understand service aesthetics through the lens of the autonomous, socially determined, critical, and mimetic character of beauty. We improvise the concept of hospitality service aesthetic to notion that beauty is socially mediated in hospitality settings along five major themes: ocular-servicescape, facility spectacle, thematic embellishment, architectonic magnificence, and humanistic appearance. This inquiry also moves beyond the servicescape typology and prior empirical studies of aesthetics to acknowledge the constellation of environmental stimuli that can arouse customers from functional, emotional, symbolic, and socio-cultural perspectives.追求美已经成为我们日常生活的一部分, 正如酒店业通过一系列服务属性提供令人愉悦的艺术品所认识到的那样. 本研究采用定性方法来探索对顾客具有审美吸引力的酒店服务要素. 它借鉴了阿多诺的美学理论, 通过美的自主性、社会决定性、批判性和模仿性来更好地理解服务美学. 我们即兴提出了酒店服务美学的概念, 认为在酒店环境中, 美是通过五大主题进行社会调节的: 视觉服务景观、设施奇观、主题装饰、建筑华丽和人文外观. 这项调查也超越了服务景观类型学和先前的美学实证研究, 以确认可以从功能、情感、象征和社会文化角度激发顾客的环境刺激
The Female Headed Household Association (Pekka Union) accompanies poor women conducting roles and responsibilities as breadwinners, household managers and decision makers in the family by setting five main themes in their empowerment programs, namely: Economy, Education, Law, Politics, and Media Communication. In communication media development, Pekka Unions in the regions built Radio Community. As a participatory media that requires community involvement in it, Radio Community aims to improve education and increase community capacity. The research is focused on "How do female headed households interpret messages on Pekka FM Radio in Batumulik, Lombok?" The interpretation of Female headed households about empowerment messages on Pekka FM Radio, covers the following: (1) female headed household’s knowledge about broadcast on Pekka FM radio, (2) Frequency of listening, (3) most preferred radio broadcasts, (4) benefits obtained from listening to Pekka FM radio , and (5) changes that occur to female headed household after listening to Pekka FM radio broadcasts. This research used a phenomenological approach to find out the experiences and inter-subjective interpretations of Pekka taken from the in-depth interviews and participatory observation. The results showed that the interpretation of Pekka to messages on Pekka FM Radio resulted in a model called the Meaning of Change Model.Serikat Perempuan Kepala Keluarga ( Serikat Pekka) mendampingi perempuan miskin yang melaksanakan peran dan tanggung jawab sebagai pencari nafkah, pengelola rumah tangga, dan pengambil keputusan dalam keluarga dengan menetapkan lima tema utama dalam program pemberdayaannya yaitu: Ekonomi, Pendidikan, Hukum, Politik, dan Media Komunikasi. Dalam pengembangan media komunikasi, Serikat Pekka di daerah membangun Radio Komunitas. Sebagai media partisipatif yang mensyaratkan keterlibatan komunitas didalamnya Radio Komunitas bertujuan untuk meningkatkan pendidikan dan peningkatan kapasitas masyarakat. Penelitian difokuskan pada “Bagaima Perempuan Kepala Keluarga Memaknai Pesan-Pesan Pada Radio Komunitas Pekka FM di Dusun Batumulik, Lombok?” Pemaknaan perempuan kepala keluarga tentang pesan-pesan pemberdayaan di Radio Pekka FM, meliputi tentang : (1) pengetahuan perempuan kepala keluarga tentang siaran-siaran di radio Pekka FM, (2) Frekuensi mendengarkan, (3) siaran radio yang paling diminati/disukai, (4) manfaat yang diperoleh dari mendengarkan siaran-siaran radio Pekka FM, dan (5) perubahan yang terjadi pada perempuan kepala keluarga tersebut setelah mendengarkan siaran-siaran radio Pekka FM. Melalui pendekatan fenomenologi diungkap pengalaman dam interpretasi subjektif para Pekka interpretasi data dari hasil wawancara mendalam dan observasi partisipatoris. Hasil penelitian menunjukkan bahwa pemaknaan Pekka terhadap pesan-pesan di Radio Pekka FM mengahsilkan sebuah model yang disebut Model Makna Perubahan.
Purpose
Photos are powerful tools to attract individuals’ attention and convey service experiences. Yet exactly how visual cues in a photo contribute to the perceptions of the staged servicescape, and how these perceptions inspire online booking/reservation behaviors, remains underexplored. Addressing the gap, this study aims to uncover (1) how perceptual information mediated by an online photo contributes to the formation of consumers' holistic perceptions of the service environment and (2) how such consumers' holistic perceptions further influence customers' online purchasing behaviors.
Design/methodology/approach
This research adopts an innovative crowdsourcing approach and refers to field data on consumers' online hotel booking behaviors to examine relationships among inferred servicescape dimensions, consumers' holistic perceptions of the mediated servicescape and their actual online booking/reservation behaviors (e.g. page-view and meta-click behaviors).
Findings
Confirmatory factor analysis and path analysis indicated that five mediated servicescape dimensions (i.e. color, lighting, furnishings, layout and style) contribute significantly to consumers' perceptions of the mediated servicescape (CPMS) and exert different impacts on CPMS. Connecting the crowdsourced rating and consumer behavioral data, CPMS is found to influence consumers' aggregated page-view and meta-click behavior, especially in the US market.
Originality/value
Building upon servicescape theory, the medium theory and the online booking literature, this research proposes a novel conceptual framework of CPMS to theorize the process by which visual cues in online photos contribute to CPMS and subsequent online purchase behaviors. Findings from this research extend Bitner's servicescape framework to mediated service contexts and provide practical implications for promoting service businesses.
This study examines how the interaction between emoji (emotional vs semantic) and social media content (aesthetic experience vs promotion) influences consumer engagement in tourism brands’ digital communication. Based on real Twitter data and an online experiment, our results show that, for aesthetic experience content, emotional emoji elicits more consumer engagement than semantic emoji does. Moreover, emotional emoji increases consumer engagement by eliciting a higher level of emotional responses for aesthetic experience content, whereas semantic emoji enhances consumer engagement by generating greater credibility for promotion content. This study contributes to the textual paralanguage literature in tourism by offering theoretical explanations on how and why the matching effects of emoji and content type on consumer engagement occur in tourism brands’ digital communication. This study also provides practical implications for tourism social media marketers on how to increase consumer engagement via the appropriate use of emoji.
Visual content has been an essential marketing approach to exerting enjoyable virtual experiences and inducing consumer engagement. However, despite the widespread acknowledgment of the importance of visual content, how would the exerted aesthetic perception affect consumer engagement is still unexplored. Adopting a deep convolutional neural network model, this study quantifies the aesthetics of thumbnail images and managerial photos of hotels and thereby explores the impact of hotel photo aesthetics on consumer engagement. Aesthetically enjoyable photos are shown effective not only to encourage more consumers to engage in word-of-mouth discussions but also to promote consumer ratings. Such impact is also significantly moderated by hotel price. This study illustrates a viable approach to probing the perceived aesthetics of visual content in the hospitality field, and the uncovered significant role of aesthetics highlights the necessity of further attention to the cognitive perceptions of visual marketing content in both theoretical research and practical management.
Araştırmada 5 yıldızlı konaklama işletmelerinde hizmet alan müşterilerin hizmet alanı algısının genel memnuniyet ve müşteri sadakati üzerindeki etkisi incelenmektedir. Araştırmada beş farklı ölçek kullanılmıştır. Hizmet alanı algısı ölçüm aracını oluşturan ortam koşulları, düzen-dekor ve işaretler ölçekleri geliştirilmiştir. Ayrıca genel memnuniyet ölçeği geliştirilmiş ve müşteri sadakati ölçeği uyarlanmıştır. Araştırmada anket tekniği kullanılmıştır. Veriler 5 yıldızlı otellerde konaklama yapmış Türk ve İngiliz müşterilerden Mayıs-Ekim 2021 tarihleri arasında tabakalı rasgele örnekleme yöntemiyle yüz yüze ve çevrimiçi kanallar aracılığıyla toplanmıştır. Araştırma verileri IBM SPSS Statistics 23 programı ve Smart PLS 3.3 programı kullanılarak analiz edilmiştir. Veriler normallik, geçerlik ve güvenilirlik, EFA, CFA, korelasyon ve regresyon analizleri yapılarak incelenmiştir. Araştırma sonucunda hizmet alanı algısının müşterilerin genel memnuniyeti ve müşteri sadakati üzerinde anlamlı ve pozitif bir etkisi olduğu belirlenmiştir.
We investigated the influence of bed and breakfast (B&B) social servicescape on customer satisfaction, as well as the mediating effect of customer positive emotion and the moderating role of sex. Participants were a convenience sample of 305 B&B customers from the Yangshuo, Guangxi Province, and Phoenix Ancient Town, Hunan province, China (female = 45.5%; mean age = 30.9 years, SD = 8.7 years). Following a simple mediation analysis, the findings revealed that customers’ positive emotion significantly mediated the relationship between B&B social servicescape and customer satisfaction. Additionally, the impact of social servicescape on customers’ positive emotion was moderated by sex, with female customers expressing higher regard for affect laden servicescape qualities. These findings suggest a need for B&B providers to build sex-sensitive provisions into their servicescape for positive experiences.
Monetary rewards are widely used in marketing practice to encourage referral behaviors and boost sales. To understand the effectiveness of monetary rewards in different contexts, this study examines how and why product image aesthetics moderate the relationship between monetary rewards and product sales in referral programs. The authors first analyzed a dataset obtained from a large e-commerce platform and calculated product image aesthetics using a computational approach. The results reveal that larger monetary rewards will lead to higher product sales in referral programs, and this effect will be attenuated or even reversed as product image aesthetics increase. Subsequently, the authors conducted a well-controlled laboratory experiment to replicate the documented effect and further validate extrinsic and intrinsic motivation as the underlying mechanisms. These findings extend the extant literature on referral programs by determining the importance of visual presentation of products and providing meaningful managerial implications.
Consumers' motivation for photograph posting as a taste expression practice on social media platforms from an offline aesthetic perspective has been neglected in the literature. We explored the influential mechanisms in this relationship using positive emotional arousal and self-expression as mediators and centrality of visual servicescape aesthetics as a moderator. Data were collected from 273 consumers who had recently dined in well-designed restaurants in China and used social media. The results support the direct and indirect role of offline aesthetic design in consumers' formation of the intention to post photographs of their dining ambience on social media, and the partially moderating role of their aesthetic trait. Theoretical and practical implications for hospitality management and social media research are discussed.
Hizmet sektöründe işletmelerin günümüz yoğun rekabet ortamına uyum sağlayarak varlıklarını sürdürebilmeleri için kaliteli hizmet sunmaları ve müşteri memnuniyeti yaratmaları gerekmektedir. Ancak hizmetlerin soyutluluk özelliği ile üretim ve tüketimlerinin eş zamanlı olarak gerçekleşmesi somut ürünlere göre hizmet kalitesinin değerlendirilmesini zorlaştırmaktadır. Bu kapsamda hizmetlerin deneyimlendiği ortamlar olarak tanımlanan ve müşterinin satın alma davranışlarını etkileyen hizmet atmosferi kavramı, hizmet kalitesinin değerlendirilebilmesi açısından kritik bir faktör haline gelmektedir. Bu araştırmada bir hizmet alt sektörü olarak konaklama işletmelerinde müşterilerin hizmet atmosferi algılarının, hizmete yönelik algıladıkları değer ve memnuniyetleri üzerindeki etkisi tespit edilmeye çalışılmıştır. Bu amaç doğrultusunda 522 tüketiciden anket yöntemi ile toplanan veriler, nicel yöntemde ve betimsel tarama deseninde tasarlanan araştırmada Yapısal Eşitlik Modellemesi ile analiz edilmiştir. Elde edilen bulgular ışığında sektör yöneticilerine ve diğer araştırmacılara yönelik öneriler sunulmuştur.
Purpose:
The purpose of this study is to systematically collate and scrutinize the state of the art on consumer cosmopolitanism (CCOS) from an international marketing perspective and to provide a foundation for future research on the subject matter to proliferate and prosper.
Design/methodology/approach:
A systematic review of the extant literature was conducted focusing on peer-reviewed journal articles published in major marketing, international business and management journals.
Findings:
A systematic analysis of 44 journal articles shows that CCOS research is a rapidly growing research stream in the international marketing field. However, at the same time, the results reveal a lack of coherent and consistent conceptual underpinning, conflicting empirical findings regarding the profile and behavior of cosmopolitan consumers, persisting knowledge gaps, as well as methodological and contextual weaknesses.
Originality/value:
This paper is the first to consolidate the pertinent literature on CCOS. In doing so, it provides a roadmap for future research with reference to theory, context and methodology based on the research inconsistencies and knowledge gaps identified, contributing toward the development of this research area.
The current research examines the impact of the online flower of service on guest loyalty, moderated by guest experience. The flower of service is viewed in relation to online services, and is thus referred to as the online flower of service. In order to study all these variables, a total of 342 valid questionnaires were collected from guests staying at five-star hotels in Jordan and these were analysed using structural equation modelling. This research makes a scholarly contribution to academic and practical knowledge in this field and adds new information about the online flower of service, guest experience measured by convenience, and guest loyalty. It provides useful guidelines for future research work which would ideally extend to other sorts of tourism industry and hospitality services.
Purpose
The marketing literature uses five different experience terms that are supposed to represent different streams of research. Many papers do not provide a definition, most of the used definitions are unclear, the different experience terms have similar dimensionality and are regularly used interchangeably or have the same meaning. In addition, the existing definitions are not adequately informed from other disciplines that have engaged with experience. This paper aims to build a comprehensive conceptual framework of experience in marketing informed by related disciplines aiming to provide a more holistic definition of the term.
Design/methodology/approach
This research follows previously established procedures by conducting a systematic literature review of experience. From the approximately 5,000 sources identified in three disciplines, 267 sources were selected, marketing (148), philosophy (90) and psychology (29). To address definitional issues the analysis focused on enlightening four premises.
Findings
This paper posits that the term brand experience can be used in all marketing-related experiences and proposes four premises that may resolve the vagaries associated with the term’s conceptualization. The four premises address the what, who, how and when of brand experience and aim to rectify conceptual issues. Brand experience is introduced as a multi-level phenomenon.
Research limitations/implications
The suggested singular term, brand experience, captures all experiences in marketing. The identified additional elements of brand experience, such as the levels of experience and the revision of emotions within brand experience as a continuum, tempered by repetition, should be considered in future research.
Practical implications
The multi-level conceptualization may provide a greater scope for dynamic approaches to brand experience design thus providing greater opportunities for managers to create sustainable competitive advantages and differentiation from competitors.
Originality/value
This paper completes a systematic literature review of brand experience across marketing, philosophy and psychology which delineates and enlightens the conceptualization of brand experience and presents brand experience in a multi-level conceptualization, opening the possibility for further theoretical, methodological and interdisciplinary promise.
Online travel agencies (OTAs) allow lodging businesses to select one cover photograph to represent itself on the OTA site. The cover photograph plays a crucial role for attracting customers’ attention from among alternatives, and lure viewers to view the webpage with detailed information. The present study investigates how the content of a business’ cover photograph on OTAs’ sites influences customers’ behavior when searching for information. The content of a cover photograph may fall within five categories according to attributes: façade, type of place, room amenities, scenery, and property amenities. Only façade and property amenities have positive impacts on customers’ viewing times of the webpages with the detailed information of businesses. In contrast, scenery has a negative influence on customers’ viewing times. The results of the study contribute, theoretically and methodologically, to OTAs’ knowledge base and can assist practitioners’ identification of effective cover photographs.
This study develops a culture-specific servicescape measurement scale for collaborative economy based short-term hospitality rentals (STHRs) from a Chinese customer perspective, as some of the servicescape measures developed from a Western consumer perspective may not be applicable to Chinese consumers due to cultural differences. Dimensions of the servicescape of collaborative economy based STHRs (STHRSCAPE) were identified after text analytics of a total of 31,584 reviews for 6313 SHTRs. These dimensions were tested on Chinese STHRs customers using three sets of data. The findings revealed that the STHRSCAPE scale has two main dimensions, namely, the physical servicescape and the social servicescape. The physical servicescape dimension has 12 subdimensions, while the social servicescape dimension has four subdimensions. The STHRSCAPE scale developed in this study is expected to help hosts and marketers on both international and local STHR platforms to better understand the key aspects of physical and social servicescape dimensions that are valued by Chinese consumers.
Purpose
This paper aims to investigate how brand identity is co-created, with a specific focus on how employees contributed to the process in a five-star hotel setting. The focus of this study is on understanding how two hotels planned and executed their brand identity strategy simultaneously, differentiating one from the other and how employees actively participated in this process.
Design/methodology/approach
A longitudinal case study approach was adopted, centred on building the identity of two luxury hotels owned by a single company in Seoul, Korea. Various organizational documents were collected and analyzed to understand the brand identity of the hotels and how brand co-creation has been implemented. In addition, semi-structured in-depth interviews were conducted with 42 employees to understand the brand co-creation process from their perspective.
Findings
The brand co-creation process of the hotels was conducted simultaneously and evolved over the following four phases, with employees’ roles varying in each phase, namely, establishing a clear brand identity strategy; designing and selecting sensory identity; aligning organizational identity; and delivering brand identity through external communication. Employees that participated in brand co-creation enhanced their brand knowledge, developed emotional bonds with the brand and were motivated to deliver the brand identity. Furthermore, those that immersed themselves in the new brand identities were able to enable positive guest perceptions towards the brand image, which consequently enhanced employees’ pride in their work.
Research limitations/implications
This research advances the brand management literature in defining branding and brand identity elements, as well as emphasizing the importance of consistent branding. In addition, the current study expands the scope of internal branding, highlighting the process of brand co-creation and the role of employees as active participants. Moreover, it reveals that employees’ participation enhances not only their brand knowledge but also their emotional bonds with the brand. The proposed conceptual framework demonstrates the flow of branding elements, brand identity elements and the “infinite loop” of employee participation in brand co-creation.
Originality/value
The case study approach adopted here enables an in-depth investigation of employee participation in brand co-creation, including their different roles and activities in the process; a phenomenon that has not been adequately explored in previous research.
Competition in the international hotel industry is increasingly global as hotels seek new ways to grow and customers have more alternatives to choose from. Globalisation could lead to bland hotel images where hotels are similar wherever they are located. They could lose their local uniqueness and authenticity. This paper presents strategies for international hotel companies to operate in the globalised market. The main issues of globalisation in the international hotel industry are also discussed and ways to optimise the implementation of operating strategies given.
Although the aesthetic properties of a product have often been linked to consumers’ emotional responses, theory and empirical evidence are yet to fully explain how and why aesthetic properties of a product evoke an emotional response. Drawing on an eclectic literature, we propose hypotheses connecting aesthetic principles with the subconscious cognitive appraisals associated with emotions. Specifically, we empirically test the relationships between the aesthetic principle of harmony and cognitive appraisals (attentional activity and pleasantness), while exploring the moderating role of typicality. Our results suggest that harmony and typicality interact to affect appraisals of pleasantness and attentional activity. Specifically, consumers tend to prefer designs that balance the levels of attentional resources needed and pleasantness in visually evaluating the design. This work advances the growing literature in product design and aesthetics by providing an understanding of the mechanisms through which aesthetic principles might prompt emotional responses in consumers.
In four experiments, this research sheds light on aesthetic experiences by rigorously investigating behavioral, neural, and psychological properties of package design. We find that aesthetic packages significantly increase the reaction time of consumers' choice responses; that they are chosen over products with well-known brands in standardized packages, despite higher prices; and that they result in increased activation in the nucleus accumbens and the ventromedial prefrontal cortex, according to functional magnetic resonance imaging (fMRI). The results suggest that reward value plays an important role in aesthetic product experiences. Further, a closer look at psychometric and neuroimaging data finds that a paper-and-pencil measure of affective product involvement correlates with aesthetic product experiences in the brain. Implications for future aesthetics research, package designers, and product managers are discussed.