Art Exhibition as a Medium of Cultural Communication and an Art-Based Hotel Branding Strategy: A Case Study of Gramm Hotel by Ambarrukmo Yogyakarta
Pameran Lukisan sebagai Media Komunikasi Budaya dan Strategi Branding Hotel Berbasis Seni : Studi Kasus Gramm Hotel By Ambarrukmo Yogyakarta
DOI:
https://doi.org/10.52187/rdt.v7i2.416Keywords:
painting exhibition, cultural communication, hotel branding, aesthetic experienceAbstract
This study examines painting exhibitions as a medium of cultural communication and an art-based branding strategy at GRAMM Hotel by Ambarrukmo Yogyakarta. It addresses the growing emphasis in the hospitality industry on cultural experiences, emotional engagement, and brand differentiation beyond physical facilities. Using a qualitative descriptive-interpretive case study, data were collected through observation, in-depth interviews with hotel management, curators, artists, guests, art community representatives, and cultural stakeholders, as well as exhibition documentation. Data were analyzed through thematic analysis with source and technique triangulation. The findings reveal that painting exhibitions function as a medium of non-verbal cultural communication by representing Yogyakarta’s identity through visual symbols, curatorial narratives, and spatial experiences. They also strengthen the hotel’s brand through visual differentiation, emotional memory, and brand storytelling, while enriching guests’ experiences, supporting the local creative ecosystem, expanding opportunities for art appreciation, and reinforcing Yogyakarta’s image as a cultural destination. The study concludes that an art-based hotel serves as a cultural hospitality platform that creates meaningful cultural experiences while strengthening destination identity.
References
Ariffin, A. A. M., Nameghi, E. N., & Zakaria, N. I. (2013). The effect of hospitableness and servicescape on guest satisfaction in the hotel industry. Canadian Journal of Administrative Sciences, 30(2), 127–137. https://doi.org/10.1002/cjas.1246
Addis, G., Nasino, S., Massi, M., & Camilleri, M. A. (2024). The artification of hospitality: Art hotels as the new frontier of sustainable cultural tourism. In M. A. Camilleri (Ed.), Tourism Planning and Destination Marketing (2nd ed., pp. 175–196). Emerald Publishing Limited. https://doi.org/10.1108/978180455888120241009
Godovykh, M. (2024). Hospitality art experience model: The effects of visual art on guests' attitudes and behavior. Tourism and Hospitality, 5(2), 439–447. https://doi.org/10.3390/tourhosp5020027
Ha, H. Y., Hu, L., & Fong, L. H. N. (2021). The impact of hotel servicescape on customer mindfulness and brand experience: The moderating role of length of stay. Journal of Hospitality Marketing & Management, 30(5), 592–610. https://doi.org/10.1080/19368623.2021.1870186
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson.
Manthiou, A., Kang, J., Sumarjan, N., & Tang, L. (2016). The incorporation of consumer experience into the branding process: An investigation of name-brand hotels. International Journal of Tourism Research, 18(2), 105–115. https://doi.org/10.1002/jtr.2037
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). Sage.
Panofsky, E. (1982). Meaning in the visual arts. University of Chicago Press.
Richards, G. (2020). Rethinking cultural tourism: New perspectives on creative experiences and the creative economy. Edward Elgar Publishing.
Wada, E. K., Oliveira, P. S. G., & Lopes, A. S. (2024). Producing hospitality experiences at exhibitions. Journal of Mediterranean Tourism Research, 3(2), 108–119. https://doi.org/10.5038/2770-7555.3.2.1030
