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The purpose of this study is to examine the role of artistic elements in a shopping mall’s experiential marketing strategy and the effects of artistic elements on customer shopping value (e.g. utilitarian, hedonic and symbolic) and shopper response (e.g. satisfaction, behavioural intention).

Data were collected from 300 shoppers in a shopping mall in Bangkok, Thailand. A partial least square-structural equation model was used to examine the impact of the artistic elements along with other elements in the shopping mall on shopper response through perceived shopping value.

Empirical evidence shows that artistic elements in an artified mall have a positive effect on customer hedonic and symbolic value, which in turn leads to positive shopper response. Artistic elements perform better than other elements in predicting symbolic value.

The findings suggest that artistic elements should be considered a new source of mall differentiation and customer experience enhancement. Unique artistic elements add emotional and symbolic appeal to the mall, and mall managers should carefully choose artistic content that matches the position and target shoppers of their mall.

This paper proposed and empirically examined the effect of artistic elements as the new fourth atmospheric element. It extends the art infusion theory by applying it to the “non-luxury” shopping mall context to demonstrate the spillover effect of art on shopping value, which further influence shopper response.

This paper aims to present historical examples of collaborations between brand strategists and artists; provide an extensive, structured overview of existing published research on such collaborations and their effects; present seven papers comprising this special issue; and discuss ideas for further research into brand–art collaboration.

This is an editorial based mainly on an extensive and broad literature review.

First, this editorial underpins the relevance of brand–art collaboration in the past and present by reference to real examples. Second, it structures the diverse literature into four key aspects of the topic: inspiration, insights, identity and image. Third, it provides a glimpse of the seven papers selected for this special issue. Fourth and finally, it identifies a total of 16 avenues for further research, on four levels (artist, brand owner, consumer and cooperation process).

This editorial and the entire special issue together represent the first anthology on the topic of the interface between brand management and arts. The collection and classification of the existing literature, the formulation of ideas for future research and the content of the seven papers are collectively excellent starting springboards for new and fresh brand research projects.

Technologies like virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) impact the decision-making process related to the creation of tourist offers. The aim of this chapter is to analyse the exigency of application technologies in the tourism industry from the aspect of business, in order to demonstrate the readiness of certain organisations to apply alternative reality technologies. This chapter analyses the attitudes of top, middle, and operational managers in 3-star, 4-star, and 5-star hotels at the regional level of Dubrovnik-Neretva county in order to assess the necessity for businesses in the hotel industry to adopt alternative reality technologies as well as the key benefits and opportunities that come with it. Empirical research was conducted using a convenience purposive sample of managers in order to determine the relationship between the application of specific technologies and tourism organisations. Statistical methods were used to evaluate the data in order to test the importance of the respondent’s examination attitudes. The results reflect the state of hotel organisations in terms of the usefulness that technologies as alternative forms of reality can provide them in business and point to the increasing adaptation of the tourist sector for the application of such technologies.