브랜드 호텔에서 해양요소의 기호학접근을 통한 공간 디자인 연구

Abstract

(Background and Purpose) This study examines the recovery of global tourism after the pandemic and the rapid expansion of the hotel industry, and explores the semiotic application of marine elements in the spatial design of brand hotels. Based on Roland Barthes’s semiotic theory, this study systematically examines how marine elements function as symbolic resources and contribute to the construction of brand narratives, cultural experiences, and user perceptions. (Method) The research method includes the following steps: first, analyzing the grading systems and brand identity data of international hotel research institutions; second, classifying the visual, structural, and material attributes of marine elements into semiotic categories; third, selecting representative luxury brand hotels as research subjects, with case studies carried out through field investigations and supplemented by literature and online resources; and finally, synthesizing the findings into a semiotic model of spatial design for branded hotels. (Results) The results show that marine elements in hotel spaces were mainly expressed in five semiotic dimensions. The first is natural ecological symbols, such as shells, corals, and wave imagery. The second is color and light-shadow symbols, including wave textures, gradient blue lighting, and surface reflection effects. Third, cultural and historical symbols are reflected in navigation traditions and maritime cultural narratives. The fourth dimension involves mythological symbols such as sea gods and sacred ocean imagery. The fifth comprises regional marine cultural symbols that express the integration of local identity with marine heritage. These symbolic dimensions not only enrich the aesthetics and atmosphere of hotel spaces but also strengthen users’ emotional resonance and brand identity. In particular, the interaction between visual and cultural symbols significantly enhances the coherence between spatial experience and brand value, forming an immersive narrative that connects design, culture, and consumer psychology. (Conclusions) The findings indicate that marine elements should not be regarded merely as decorative components, but as important media for constructing symbolic meanings, cultural memories, and brand mythologies. This study proposes a spatial design methodology centered on marine symbols, which fills the research gap in semiotics in spatial design from an academic perspective and from a practical perspective provides strategic references for hotel designers and brand managers. It guides professionals to achieve spatial identity differentiation, enhance cultural immersion, and increase user loyalty through symbolic design. This study emphasizes that marine elements, as key symbolic resources, enable branded hotels to integrate aesthetic refinement, cultural depth, and experiential engagement within the global hospitality industry.