호텔의 브랜드 경험요소를 바탕으로 한 무지호텔(MUJI Hotel)의 브랜드 경험 전략 연구

Abstract

(Background and purpose) By providing the brand experience through hotel space to customers, it is possible to maintain a sustainable relationship with them as brand identity and philosophy gives a new brand experience to customers. Therefore, this study presents the features and effects of brand experience through hotel spaces by suggesting the characteristics of brand experience and analyzing the brand experience of MUJI at Muji Hotel. (Method) We considered the concept of brand experience based on a literature review and previous studies. We then derived the brand's experiential elements based on the hotel's spatial characteristics, through which it conceptualizes, classifies, and categorizes them. Based on this, the Muji Hotel of the lifestyle brand MUJI was analyzed. Starting with the opening of the first hotel in Shenzhen, China, in 2018, Muji Hotel operates three branches, including those in Beijing and Ginza, Japan. (Results) Brand experience in hotel spaces can be classified into sensory, emotional, cognitive, and behavioral experiences. First, Muji Hotel provides various sensory experiences to customers through MUJI's products and spatial designs. Thus, MUJI expresses a minimal and ecofriendly brand identity. Second, MUJI's brand philosophy of “simplified life” is applied to the overall hotel space and service, allowing customers to experience the sensibility that the brand aims for. It provides comfortable and practical convenience to customers through MUJI's products and amenities, such as F&B and bookstores. Third, it allows customers to experience and understand the MUJI's quality and design through the hotel space, resulting in a cognitive experience that enhances their brand preference and perception. This includes helping customers naturally understand the brand and reinforcing positive impressions of the brand while experiencing MUJI's products and services. Fourth, it provides a behavioral experience that naturally permeates the brand into their daily lives by allowing them to use MUJI's products in person, take them from their room, or purchase them at a MUJI store while staying at the hotel. (Conclusion) In other words, if you place various brand products and brand symbol elements, which is a differentiated space, customers naturally have a holistic experience of the brand while staying at the hotel. Thus, it can deliver brand value and consistent messages to customers by strengthening their brand identity. Brand experience through hotel spaces helps the brand provide customers with a more powerful experience than just products or services, building long-term relationships between the brand and customers, and creating new brand value.