Abstract

In the era of the experience economy and the COVID-19 pandemic, demand for luxury hotels began to increase significantly. In this regard, this study conducted a case study with the purpose of examining the experience factors of newly opened 5-star Korean brand hotels and deriving the characteristics. Two cases of Korean 5-star brand hotels newly launched within the last 3 years were selected, and the researcher collected data through literature review and by visiting there. Among them, 8 representative experiential contents were selected for each hotel, and a total of 80 evaluations were conducted. The result shows that the sensory and emotional experience factors were the highest and the cognitive experience factor was the lowest. The study is theoretically and practically meaningful in that it can be used as a reference for planning experience factors of hotels currently in operation or when developing a hotel that is scheduled to open.

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