Reconfiguring service atmospherics: multisensory coherence, aesthetic practices and cultural meaning in hospitality contexts

Purpose This study aims to synthesize research on multisensory and aesthetic service atmospherics in hospitality, clarifying how sensory and aesthetic cues shape emotional responses, perceptual evaluations and authenticity. It proposes an integrative framework to address fragmentation in sensory marketing and servicescape research. Design/methodology/approach A systematic literature review of 98 peer-reviewed studies published between 2010 and 2025 was conducted following Preferred Reporting Items for Systematic Reviews and Meta-Analyses guidelines using Scopus, Web of Science and Emerald Insight. Studies were screened through multistage procedures and coded by sensory modality, research design and hospitality context using structured analytical criteria to identify dominant patterns and boundary conditions. Findings Visual design, music and ambient scent jointly influence customer emotions and perceived service quality. Multisensory congruence and cultural fit consistently emerge as central mechanisms driving aesthetic pleasure, authenticity and experiential value. Research limitations/implications The review draws from English-language peer-reviewed studies, which may limit cultural coverage. Future research should examine cross-modal, longitudinal and cross-cultural dynamics to further validate the framework. Practical implications The study offers actionable guidance for managers through a concise checklist focusing on sensory coherence, cultural alignment and sustainable aesthetic design. Two KPIs are proposed to evaluate multisensory integration and cultural resonance. Originality/value This review advances theoretical integration by uniting multisensory, aesthetic and cultural perspectives into a cohesive model of atmospheric experience, contributing to sensory marketing and experiential hospitality research. The proposed framework further incorporates technological mediation as a structural dimension shaping multisensory alignment and experiential coherence, thereby advancing a systemic understanding of hospitality atmospherics.