<![CDATA[This study examines painting exhibitions as a medium of cultural communication and an art-based branding strategy at GRAMM Hotel by Ambarrukmo Yogyakarta. It addresses the growing emphasis in the hospitality industry on cultural experiences, emotional engagement, and brand differentiation beyond physical facilities. Using a qualitative descriptive-interpretive case study, data were collected through observation, in-depth interviews with hotel management, curators, artists, guests, art community representatives, and cultural stakeholders, as well as exhibition documentation. Data were analyzed through thematic analysis with source and technique triangulation. The findings reveal that painting exhibitions function as a medium of non-verbal cultural communication by representing Yogyakarta’s identity through visual symbols, curatorial narratives, and spatial experiences. They also strengthen the hotel’s brand through visual differentiation, emotional memory, and brand storytelling, while enriching guests’ experiences, supporting the local creative ecosystem, expanding opportunities for art appreciation, and reinforcing Yogyakarta’s image as a cultural destination. The study concludes that an art-based hotel serves as a cultural hospitality platform that creates meaningful cultural experiences while strengthening destination identity.]]>
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