Visual and Aesthetic Thinking as a Component of Hotel and Restaurant Management Culture

The article explores the phenomenon of visual and aesthetic thinking as an emerging managerial competence and an integral component of management culture in the hospitality industry. Moving beyond traditional rational approaches, the study conceptualizes visual-aesthetic thinking as a form of managerial intelligence that integrates cognitive, sensory, and cultural dimensions of decision-making. It emphasizes that visual perception, color, composition, and spatial design function as non-verbal management tools capable of structuring team behavior, stimulating creativity, and reinforcing brand identity. Based on content analysis and comparative review of international and Ukrainian research, the authors identify four structural dimensions of this phenomenon: visual culture as a channel of managerial communication, the cognitive-aesthetic nature of decision-making, the aesthetic environment as a managerial instrument, and visual-aesthetic thinking as a marker of advanced leadership culture. The study demonstrates how managers in hotels and restaurants utilize visual codes, design elements, and aesthetic cues to create multisensory service environments that enhance staff motivation, improve customer experience, and promote emotional coherence within teams. The authors argue that the aestheticization of management contributes to organizational stability, cognitive economy, and the emotional sustainability of service personnel. The findings expand theoretical understanding of aesthetic intelligence in management and suggest practical implications for leadership development, staff adaptation, and the design of emotionally engaging service spaces in the hospitality sector.