에이스 호텔의 스페이스 마케팅 특성에 관한 연구

Abstract

(Background and purpose) Hotels are changing into suggesting lifestyles and providing various sensory experiences to customers beyond accommodation spaces. Therefore, the purpose of this study is to present the space marketing characteristics of Ace Hotel by analyzing the space branding of Ace Hotel, called the first generation of lifestyle hotels. (Method) The scope of the study is limited to Ace Hotel and is conducted in the following way. First, the concepts of lifestyle hotels and space marketing are reviewed through literature research. Second, the space marketing characteristics of lifestyle hotels are derived based on the elements of spatial characteristics and space marketing of lifestyle hotels. Third, the case analysis were analyzed based on the characteristics of the derived space, experience, social culture and detailed elements. Data are collected based on the contents of Ace Hotel's official website and MAGAZINE B, and qualitative analysis is conducted on all Ace Hotel branches in operation, except for the London Showditch branch and Pittsburgh branch in the U.S. as of January 2023. (Results) As a result of the analysis, first, Ace Hotel was designing the overall spatial composition and architectural elements by selecting historic buildings in the undervalued area and storytelling based on the socio-cultural characteristics of the area. At this time, through collaboration with local designers and local artists, Ace Hotel's own visual identity was established. Second, public spaces and service spaces were designed as spaces for not only guests but also local communities and creators through open space composition and arrangement, and also consisted of programs and events for both local communities and guests in cooperation with brands, artists, and musicians in the region. Third, it was found in Ace Hotel that it has resulted in a virtuous cycle of brand growth by activating undervalued local spaces into spaces where many people gather through cooperation with local brands and communities based on the discovery of inherent regional values. (Conclusion) It was confirmed that the Ace Hotel has a synergy effect through organic interaction while evenly applying the spatial, experiential, and socio-cultural characteristics, which are the space marketing elements of lifestyle hotels, and it was possible to find the interrelationship between lifestyle hotels and space marketing through case analysis. This study is meaningful in that it analyzed all branches of Ace Hotel, called the first generation of lifestyle hotels, and presented the characteristics of the space marketing of Ace Hotel.