That is another form of indirect lighting (sometimes also known as cove lighting). Using rope lighting will be sufficient for accent / decorative lighting.

It will not suffice as general room lighting as the light output from rope lighting products is too low. If it is to provide general room lighting, higher output lighting (either LED or fluorescent tube) will be required.

It could be a DIY project.
Quite a bit of planning is required from the type of (led, fluorescent, simple incandescent rope lighting, low vs line voltage), control of the lighting (location of switch, dimming), location of connection point(s), size of crown molding , ...