Sensory Coexistence: Multisensory Cues and Cultural Experience in Contemporary Hospitality Design

Contemporary hospitality design frequently incorporates local culture into its conceptual identity and branding strategies. While visually driven approaches may establish cultural identity, they risk limiting cultural experience to surface recognition. This study examines how cultural experience is perceived and negotiated through multisensory cues in contemporary hospitality spaces. Using an interpretive, qualitative approach, this research employs autoethnography conducted in a thematic hotel in Indonesia, supported by a thematic analysis of Online Travel Agent (OTA) reviews for triangulation. The analysis examines six sensory modalities, such as visual, olfactory, tactile, auditory, gustatory, and kinesthetic, as components of spatial experience. Findings indicate that, although visual modality remains dominant in shaping initial spatial recognition, olfactory experience plays a significant role as a sensory cultural cue that enriches and balances spatial perception. Rather than being a carefully planned system that integrates different senses, cultural experience arises from the simultaneous presence of multiple senses, with no single sense being more important than the others. These cues operate suggestively, allowing visitors to interpret cultural meaning situationally and personally. This study suggests that sensory coexistence offers a relevant lens for understanding cultural experience and sense of place in contemporary hospitality contexts, where flexibility, inclusivity, and experiential openness are prioritized over immersive or prescriptive cultural representation. Keywords: Multisensory Tourism; Sensory Coexistence; Sensory Cues; Sensory Cultural Design; Sense of Place;