Hospitality Art Project aims to explore the effects of different visual art attributes on guests’ attention, emotions, attitudes, and visit intentions within hospitality settings, using both laboratory and field-based experimental designs.
To understand the effects of art on guests’ attitudes and behavior, conducting experiments becomes necessary. Only through experiments is it possible to explore cause-and-effect relationships between various art attributes and guests’ attitudes and behavioral intentions, by manipulating different factors and controlling for other variables.
However, hospitality providers often lack the experience, sample panels, tools, methodology, research instruments, and other resources necessary to conduct experiments. The Hospitality Art Project assists in pretesting the effects of different artworks on guests’ attention, emotions, attitudes, and behavioral intentions.
An online experimental design is used to examine the effects of each artwork’s attributes on guests’ emotions, attitudes, and booking intentions. For each painting, a web-based survey is distributed to a sample of people who have stayed in hotels within the past three years. Participants imagine planning a trip to a tourist destination within the next month and booking a hotel room. Both a realism check and a manipulation check are conducted to ensure participants perceive the hypothetical scenarios as intended.
Respondents answer questions about their attention levels, emotions, attitudes, and booking intentions while observing each experimental scenario featuring a specific artwork in a hospitality setting. Heatmaps are also used to analyze guests’ attention to different attributes.
A series of analysis of variance (ANOVA) tests and structural equation modeling (SEM) are used to explore the effects of artwork attributes and respondents’ sociodemographic characteristics on attitudes and booking intentions. Key metrics derived from the data, focusing on guests’ attitudes and behavioral intentions for each artwork, are presented on a well-organized and user-friendly dashboard.
The Effects of Art
Art has a profound impact on people, transcending its aesthetic appeal to influence attention, emotions, well-being, attitudes, booking intentions, etc.
Art and Emotions
Visual art is a powerful tool for evoking emotions.
Art and Attention
Visual art objects possess a unique ability to captivate and direct people’s attention.
Art and Well-being
The impact of visual art on human well-being is increasingly recognized.
Art and Attitudes
Visual art can shape individuals’ attitudes not only toward the artwork itself but also toward the surrounding environment.
Art and Booking Intentions
The presence of visual art on the walls of hotels or Airbnb properties plays a crucial role in shaping guests’ booking intentions.
Art and Hospitality
Visual art is seamlessly integrated into the hospitality industry, enhancing the overall guest experience.