브랜드스케이핑에 따른 국내 부티크호텔의 특성 분석 연구

Abstract

This paper proposes ‘Brandscaping’ which differentiates the existing hotels with other brands to deal with recent excessive development of boutique hotel industry. Brandscaping elements are re-established by investigating the characteristics of overseas boutique hotels. Consequently, two surveys are analysed : an expert survey and a customer survey, to identify how the elements are applied the domestic boutique hotels. For domestic boutique hotels, brand-enjoyment stood out the most among the brandscaping elements. Also, a boutique hotel with high consumer brand-trust and brand-choice showed three or more strong brandscaping elements. In conclusion, the domestic boutique hotels showed a tendency to seek 'Brand-enjoyment' which induces consumers' pleasure through its differenciated brand experience. When more than three features of brandscaping were applied to a boutique hotel, consumers firmly formed a positive brand image foe the hotel, developing strong consumer Brand-trust and Brand-choice. Lastly, the cases in which the expert survey and the consumer survey show a large difference, it is found that the role of brand communication media has a strong influence on the surveys. Overall, this paper demonstrated that brandscaping positively impacts consumers as a brand space marketing strategy. Also this paper is significant as the actual branding was investigated with the collaboration of experts in space, architecture, and visual design.