국내외 복합리조트의 아트마케팅 사례 비교분석 - 감성적 소비가치를 중심 -

Abstract

(Background and Purpose) Foreign composite resorts are strengthening art marketing that fits the premium image brand and meaningful. Therefore, this study shall compare the spatial characteristics of art marketing, as an emotional consumption value of commercial and cultural art marketing, and art marketing cases in foreign complex resort. In this case, emotional consumption is defined as the satisfaction of emotional and psychological needs, and it is a crucial aspect of psychological satisfaction, and psychological satisfaction is important to reflect modern consumption trends and emotional connectivity. Through a comparative analysis, the current status and effectiveness of art marketing, and art marketing in complex resorts will be examined, highlighting its role in meeting emotional needs. (Method) First, the evolution of sophisticated resort development projects, both domestically and internationally, was examined. Following the conceptualization and classification of these projects, a set of spatial characteristics was derived. Second, an in-depth investigation was conducted into concept and background of art marketing, leading to the reorganization of the type. In addition, a checklist was derived based on the concept and components of emotional consumption value, with a foundation in art marketing. Third, the cases of art marketing operations at complex resorts, both domestic and international, and emotional consumption values were analyzed. Finally, the analysis process yielded the identification of effects, commonalities, and differences associated with the emotional consumption value of art marketing has. (Results) The spatial characteristics of the resort, including experience, professionalism, complexity, and symbolism, have been thoroughly developed and function as primary catalysts of emotional consumption value. In particular, symbolism and complexity contributed to enhance the emotional response of visitors by arranging the space to support the distinctive symbolic elements of the resort and various activities, respectively. The analysis of the art marketing type, the work utilization type and the exhibition attraction type revealed that this strategy plays a pivotal role in promoting emotional consumption value. The findings suggest that art marketing strategies should be diversified and that a combination of different marketing methods is necessary. (Conclusions) It is suggested that complex resorts can maximize emotional consumption value by organically combining spatial characteristics and art marketing strategies. To enhance visitor satisfaction and strengthen competitiveness, resorts must integrate artistic elements and space design, thereby reinforcing aesthetic, symbolic, and hedonistic consumption values. By adopting this comprehensive approach, resorts can offer visitors a more profound and gratifying experience, thereby enhancing the resort's cultural value and brand image.