제3의 공간으로서의 카페 : 스페이스 마케팅의 관점
Space Marketing: Cafe as the Third-Space
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Abstract
While market in the past meant the place where things were exchanged, now it is changing to the space for new experience and excitement. This changes are happening in the residence like apartment and office, and public facilities like airport and museum as well as commercial space like department, cafe, and restaurant. People seldomly go to a cafe just for drinking coffee. They might perceive the space in terms of subjective factors based on taste, want, expectation, gratification, and the like. This Q methodological study identified 5 factors in the schemata: (1) the Ritual Space, a refuge for the spiritual rest and festival, (2) the Meditative Space for concentration or seclusion, (3) the Multifunctional Space for the various cultural experiences, (4) the Status-conferral Space expressing the values and self-image, and (5) the Open Space connected to the outer world.
참고문헌 (16)
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