•Online experiments are used to examine the effects of each artwork 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 are asked to 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.
•A series of analysis of variance (ANOVA) tests and Structural Equation Modelling (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.
