‘Aesthetic Labour: A Motivating Factor to the Promotion of Creative Industries in Accordance with Cultural Management’
Maria Karagianni

Abstract
In recent years, the human factor attracts the particular interest of enterprises and organizations of the cultural industry due to the changes that take place in this highly competitive sector. The creation of positive prospects in the cultural and creative industries is derived from the adoption of modern strategies of Cultural Management, which should be intelligent and flexible in an effort to provide quality services and render a competitive advantage. The implementation and compliance with the rules of “Aesthetic Labor” is one of these strategies. Thecurrentglobalizedmarketofculturecreatesnewprospectsinthesectorofservices and cultural industries which impose specific rules on the appearance and the behavior of employees. Secondary sources of information confirm that employers demand from their employees to satisfy particular specifications in order to be hired and employed by organizations of the cultural industry. In order to justify the aforementioned theoretical framework, we have examined the cases of three Museums and two Boutique Hotels in Athens in order to describe how the theory of Aesthetic Labor is implemented nowadays.

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