라이프스타일 호텔의 공간구성에 따른 브랜드 경험 특성

Abstract

As society continues to develop in the modern world, consumers tend to gain unique experiences and intangible values. Due to social changes, brands uses brand experience as a marketing tool to differentiate themselves from other companies. When consumers are exposed to a brand stimuli, they combine this with their internal responses, which influence their overall experience. Hence, creating the brand experience. Therefore, in this research, we would like to analyze the brand experience characteristics of lifestyle hotel spaces, according to the hotel’s composition. The hotel’s space is divided into various rooms, for example, food and beverage, common areas etc. The brand experience characteristics consist of; sensory, emotional, cognitive, and behavioral relationships. Six lifestyle hotels were analyzed based on these characteristics, resulting in the following conclusions. First, to differentiate a lifestyle hotel from another brand, sensory and emotional experiences must be accompanied. Second, room space and food and beverage space shall be produced with a unified theme with differentiation of the concept of the brand. Third, the public space should be directed as a space that can stimulate empathy and interest according to the brand"s own concept. Fourth, other spaces are found to lack the brand"s cognitive experience, so space plans should be made to supplement them in the future.