Art; visual art; Airbnb


The hospitality sector has a long history of creating aesthetic landscapes. Artworks, from paintings and photographs to sculptures and architectural features, have received prominent placement in hospitality spaces. Decades of discussion in the industry and academia exist on art in hotels as well as the aesthetic communication present in a service- scape, or the physical environment of a service landscape that influences image, brand perception, and emotional and cognitive processes (Bitner, 1992; Lin, 2004, 2016; Wakefield & Blodgett, 2016). Art-based initiatives function as a form of value creation that strengthens emotional attachment and relationships with brands (Koronaki, Kyrousi, & Panigyrakis, 2018). The categories of art hotels, design hotels, or lifestyle hotels operate with an aesthetic ethos, have purposeful design intentions, may include art galleries or narratives with deep symbolism, and can integrate art into hotel service processes for innovation (Adams, Dougherty, Greco, Ponchione, & Young, 2017; Mossberg, 2008; Wang, Tang, & Cheng, 2018). Art hotels have become a segment of the inter- national art scene and may assist in generating visitation during the global pandemic (Lewinski, 2021). Art in the servicescape or advertising for sites can induce positive or negative effects depending on everything from style to color (Chi, Pan, & Huang, 2021; Kim, Hyun, & Park, 2020; Lin, 2016). Creating a purposefully artistic space is a strategic decision that influences guests’ perception of the space and brand as well as their visit or revisit intentions.

Publication Date


Original Citation

Godovykh, M. & Baker, C. (2022). Hospitality art: A research note on the main factors affecting attractiveness of visual art in Airbnb settings. Journal of Hospitality and Tourism Management, 51, 401-405.

Document Type




Source Title

Journal of Hospitality and Tourism Management



Publication Version



Rosen College of Hospitality Management


Rosen College of Hospitality Management



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.