HomeAbstract of 11th-icabmeBeyond Decoration: The Impact of Art Practices in Taiwan’s Cultural Creative Hotels from a Brand Authenticity Perspective

Beyond Decoration: The Impact of Art Practices in Taiwan’s Cultural Creative Hotels from a Brand Authenticity Perspective

  • May 19, 2026
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Abstract Book of the 11th International Conference on Advanced Research in Business, Management and Economics

Year: 2026

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Beyond Decoration: The Impact of Art Practices in Taiwan’s Cultural Creative Hotels from a Brand Authenticity Perspective

Yu-Tsen Lo

ABSTRACT:

Driven by the experience economy and the rising wave of cultural consumption, the hospitality industry is transforming from a service provider into a platform for cultural exchange—a shift epitomized by Cultural and Creative Hotels. This study aims to investigate the influence of art practices on the brand image of these hotels and evaluate whether these practices can enhance overall brand recognition. Employing brand authenticity as the core analytical lens, the research adopts a qualitative-dominant design to explore how various forms of art integration shape customer perception and elevate the hotel’s cultural positioning.
The study utilizes qualitative case analysis, combining participant observation and semi-structured interviews with hotel management personnel to identify the fundamental functions and operational models of art practices. Simultaneously, consumer feedback is collected via online questionnaires to provide supplementary insights into perceived authenticity and its relationship with brand image.
In conclusion, this research aims to integrate and validate the findings, clarifying the mechanisms through which art practices create strategic value. For the purpose of this research, the influence of art practices is broadly defined as the observable changes produced on customer-perceived brand authenticity and overall brand image. The findings of this study will provide hotel managers with in-depth analysis to optimize art practice integration strategies, thereby effectively enhancing the brand’s market differentiation and cultural influence.

Keywords: Art Practices, Brand Authenticity, Cultural Creative Hotels, Brand Image