A Study on Hotel Guest Room Design Based on Positioning Strategy- Focus on The Perception of Chinese Urban Business Hotel Consumers -
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Positioning strategy has been acknowledged as a relevant indicator of hotel success in highly competitive environment. Today, the COVID-19 pandemic is prompting hotel brands to place a greater emphasis on the consumer space experience. The hotel guest room is the most intimate and direct contact point with the customer, and its design can have a significant impact on the consumer's perception of the hotel's brand positioning. The purpose of this study is to examine chinese consumers' perceptions of downtown business hotel guest room design under different positioning strategies. This study used literature research to extract five dimensions of hotel room design, then interviewed senior designers to create 128 hotel room design factors based on these five dimensions, and then surveyed 45 consumers to correlate these hotel room design factors with the five positioning strategies using the MDS method. Finally, the acquired data was analyzed using SPSS software's ALSCAL function. Five maps were created as a result of the experiment: "Spatial Interface Map", "Colour Map", "Materials and Patterns Map", "Lighting Map " and "Furniture and Decoration Map." According to the examination of the five maps, different positioning strategies and specific room design factors show some correlation. The correlation factors of guest room design under five positioning strategies are provided based on the findings of this study so that customers may have a better spatial experience and hotel brands' positioning strategies can play a better role.
Abstract
Positioning strategy has been acknowledged as a relevant indicator of hotel success in highly competitive environment. Today, the COVID-19 pandemic is prompting hotel brands to place a greater emphasis on the consumer space experience. The hotel guest room is the most intimate and direct contact point with the customer, and its design can have a significant impact on the consumer's perception of the hotel's brand positioning. The purpose of this study is to examine chinese consumers' perceptions of downtown business hotel guest room design under different positioning strategies. This study used literature research to extract five dimensions of hotel room design, then interviewed senior designers to create 128 hotel room design factors based on these five dimensions, and then surveyed 45 consumers to correlate these hotel room design factors with the five positioning strategies using the MDS method. Finally, the acquired data was analyzed using SPSS software's ALSCAL function. Five maps were created as a result of the experiment: "Spatial Interface Map", "Colour Map", "Materials and Patterns Map", "Lighting Map " and "Furniture and Decoration Map." According to the examination of the five maps, different positioning strategies and specific room design factors show some correlation. The correlation factors of guest room design under five positioning strategies are provided based on the findings of this study so that customers may have a better spatial experience and hotel brands' positioning strategies can play a better role.
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