건축도시공간연구소

Architecture & Urban Research Institute

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한국문화공간건축학회|논문집 2021년 11월

논문명 디자인 호텔 객실 공간에 나타난 체험 마케팅 특성에 관한 연구 / A Study on the Characteristics of Experiential Marketing in the Guest Room of Design Hotels
저자명 최다빈
발행사 한국문화공간건축학회
수록사항 한국문화공간건축학회 논문집, 통권 제76호 (2021-11)
페이지 시작페이지(93) 총페이지(10)
ISSN 1738-818X
주제분류 계획및설계 / 도시
주제어 디자인 호텔; 객실; 라이프스타일; 체험 마케팅 ; Design Hotel; Guest Room; Lifestyle; Experiential Marketing
요약2 Due to social change and technological development, lifestyles gradually diversified, and human living standards improved, thereby changing values and developing into an era where quality of life is important. Due to changes in main consumer group and their accommodation trends led by the change in people's lifestyle, hotels have now transformed into complex cultural spaces where people can experience their art & culture lives, food and beverage, as well as simple accommodations, and the experiential marketing in design hotel is now becoming an important factor. Recently, design hotels provide consumers with experiences that their consumers can hardly enjoy during their daily lives with differentiated designs and contents, and as a result, the elements and characteristics of experiential marketing are becoming more important. This study analyzed the design hotel room part by the experience of sense, emotion, cognition, behavior, and relationship, which are five characteristics of the strategic experience module from the Bernd H. Schmitt’s experiential theory. And the target cases for analysis were selected from domestic & foreign design hotels that are rapidly changing in line with these kinds of social trends. When case analysis of 7 design hotels was conducted with a focus on experiential marketing, the sensory factor was the highest among the five strategic experience factors, followed by relationship, behavior, cognition, and emotion. As a conclusion, it was confirmed that it was related not only to the experience of a specific element but also to the experiential marketing as a whole, and it can be seen that experiential marketing is actively reflected in the space of design hotel rooms. Therefore, the purpose of this study is to understand the characteristics of design hotel room spaces based on experiential marketing according to lifestyle changes and to present a theoretical foundation so that design hotel room spaces can continue to develop according to the trend of the times.
소장처 한국문화공간건축학회
언어 한국어