Spatial Beauty From a Neuroaesthetic Perspective: Eye Tracking Analysis of Hotel Visuals

Neuroaesthetics is defined as an interdisciplinary research field that examines the perceptual, cognitive, and emotional dimensions of aesthetic experiences using neuroscientific methods. A review of the literature reveals that neuroaesthetic research generally focuses on visual arts, painting, and abstract stimuli; however, empirical studies addressing architectural spaces, particularly thematic hotel architecture within the context of tourist consumption, using neuroscientific methods are limited. The aim of this study is to examine the aesthetic impact of thematic hotel architecture on consumers from a neuroaesthetic perspective using the Eye Tracking method. To this end, eight thematic hotel images operating in Antalya and notable for their architecture were selected, and the Eye Tracking Method, a neuroscientific method, was used. The research was conducted at the Fırat University Marketing and Neuromarketing Research and Application Center (FÜPNAM) with 30 participants (15 men and 15 women). The findings of the study empirically demonstrate that aesthetic experience is not limited solely to artistic stimuli, addressing the fundamental assumptions of the neuroaesthetic literature from the perspective of thematic hotel architecture. Participants showed a greater focus on hotel images with cultural and historical themes; From an architectural perspective, detail and thematic density were found to be important.