국제적 호텔기업의 브랜드 마케팅과 실내이미지 표현 특성

Abstract

This study aims to investigate segmented hotel brands and marketing strategy which are the result of changing trends of modern society, and to evaluate interior images of brand hotels. For this purpose content analysis on current condition of hotel brands and brand marketing was executed, and luxury brand hotels and stylish brand hotels were selected from the three global hotel groups. The characteristics of interior images of each hotel brand was surveyed among interior design specialists. The result shows that luxury brand has trends of classical, grave, and gorgeous atmosphere, and stylish brand has trends of modern, simple and unique atmosphere. Most of the brands showed symmetrical, formal and regular images, and also warmth was expressed in most brands since it is the main concept of hospitality. In this competitive society, marketing strategy using differentiated brands is critical, and the specific interior images are constructed in each brand by harmonizing common elements and differentiated elements for design.