2015-1 GEN4107 Research Methods
Dr. A. Imboden and Dr. R. Lewis
Statement of authorship
I certify that this dissertation is my own work and contains no material that has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the dissertation.
Table of contents
1. Managerial perspective
1.1 Design as a marketing tool
1.1.1 Branding, Positioning
1.1.2 Segmenting, Targeting
1.2 Design as a product
1.3 Value for employees
2 Customer perspective
2.1 Impression, Expectation
2.1.1 Perception of price & quality
2.1.2 Travelogues & Websites
2.2 Importance of Ambiance
2.2.1 The five senses
2.2.2 Feelings / Emotions
Beauty is a vital part of the human life, whether we acknowledge it or not, we are constantly seeking the aesthetically pleasing choice. The definition of aesthetics by Oxford dictionary states that it is, “concerned with beauty or the appreciation of beauty” (Oxford) It is the human comprehension of “pleasure through beauty” (Oxford) and unintentionally “appreciating and passing judgment about a thing's beauty” (Wang, Xia & Chen, 2008), hospitality has quickly evolved into one of the most appearance-oriented industries in this world is the Hospitality industry.
Through the ages and via various mutations, the drive for the pretentious aesthetics made ever more desirable thanks to the “spread of fine-arts education and the rise of media vehicles such as so-called ‘lifestyle’ magazines and television programmes, contribut[ing] to the development of aesthetic sensibilities” (Weaver, 2009). Much investment and capital is used for the design of the hotel; as Weaver supports; “The tourism industry relies heavily upon imagery” (2009). To give a basic understanding, “Aesthetic appeal refers to factors such as the surrounding external environment, the architectural design, facility upkeep and cleanliness, signage, and other physical elements which customers view (and evaluate the aesthetic quality of)” (Wakefield & Blodgett, 1994).
This work will explore the importance of aesthetics and design in the hospitality industry, dealing with aspects from a managerial perspective, as in the business, using design as one of the most important tools for business. Executives or managers must view the Aesthetics and design of their property as a crucial factor of implementing growth and overall success of the business. Henceforth, as industries nowadays view the customers as their starting point in decision-making, this work will also elaborate on the customer’s perspective of the importance of aesthetics and design of the hotel industry.
It is apparent that the manager or executive’s role in the company is to bring as much success to the company to the best of their capability. A simple yet highly effective asset of a hotel is good design, not only in regards to aesthetic improvements to the environment, but as much about improved quality of life (employees) and economic growth (shareholder value) (Philips, 2003).
Design as a marketing tool
Marketing is only as strong as the strategy behind it. If the correct strategy is used to implement design into marketing, it is more likely that the product or service will be acquisitioned (Babin & Attaway, 2000). The company must take route to commercial success by the artful creation of attractive merchandise,...
References: Alonso, A., & Ogle, A. (2008). Exploring design among small hospitality and
tourism operations. Journal of Retail and Leisure Property, 7, p325-337.
Babin, B.J. and Attaway, J.S. (2000) Atmospheric affect as a tool for creating value
and gaining share of customer
Caspari, S., Eriksson, K., & Nåden, D. (2011). The importance of aesthetic
surroundings: A study interviewing experts within different aesthetic
Kim, D., & Perdue, R. (2013). The effects of cognitive, affective, and sensory attributes on hotel choice. International Journal of Hospitality Management, 35, p246-257.
Pan, S., & Ryan, C. (2009). Tourism Sense‐Making: The Role Of The Senses And Travel Journalism. Journal of Travel & Tourism Marketing, 26(7), p625-639.
Phillips, P. (2003). Customer-oriented hotel aesthetics: A shareholder value perspective.Journal of Retail & Leisure Property, 3(4), p365-373.
Wang, Y., Xia, Z., & Chen, W. (2008). Aesthetic Values in Sustainable Tourism Development: A Case Study in Zhangjiajie National Park of Wuling Yuan, China. Journal of China Tourism Research, 4, p205-218.
Weaver, A., (2009). Tourism and aesthetic design: enchantment, style, and commerce. Journal of Tourism and Cultural Change, 7(3), p179-189.
West, A., & Hughes, J. (1991). An Evaluation of Hotel Design Practice. The Service Industries Journal, 11(3), p362-380.
Zemke, D., & Pullman, M. (2008). Assessing the value of good design in hotels. Building Research & Information, 36(6), p543-556.
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