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In an era of intense global competition, companies are searching for ways to achieve competitive advantage. The development of visually attractive products and physical settings can aid in the creation of brand differentiation and influence the purchasing behaviour of consumers. Image and style are important within consumer culture, as can be observed in everything from automobiles and home furnishings to clothes and Internet sites. Design appears to have transformed an ever expanding range of goods and spaces into attractive and enchanting commodities and commercial environments. In this paper, it is argued that the appearance of hotels is increasingly characterized by a form of commodified enchantment, the product of an aestheticization process that aims to create novelty, surprise, and excitement. Aesthetic ennoblement has become a reflection of capitalism's drive to produce appealing and fashionable environments that turn pleasure and comfort into profit. In a world increasingly shaped by consumption and commerce, the place of aesthetics is more complex than mere decoration.
Journal of Tourism and Cultural Change – Taylor & Francis
Published: Sep 1, 2009
Keywords: aesthetic design; enchantment; style; appearance; commerce
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