글로벌 호텔의 브랜드 아이덴티티를 위한 오브제 표현 특성에 관한 연구 - 럭셔리 호텔 등급을 중심으로 -

Abstract

(Background and Purpose) Recently, global hotel chain companies are segmenting brands according to customer needs and price ranges, strengthening their brand identities to create loyal customers, and trying to gain an edge in the market. As consumers move toward luxury hotels, they equate their purchases with their brands. To this end, hotels differentiate the luxury image of their brand with design elements that can draw out the image of consumers. Therefore, as an effective way to draw out emotional elements from the hotel space, design with objet characteristics is often used. The purpose of this study is to understand the brand position of luxury hotels—the top grades of international hotel companies—and to provide empirical help in hotel design planning by studying the objet expression characteristics in hotel design to have a brand identity differentiated from other hotels. (Method) After understanding the position of the luxury hotel and the brandy identity, the original function of the objet is considered. Then, by reflecting the characteristics of the objet in the space and the characteristics of the hotel industry, the characteristics of the expression of the objet, to emphasize the identity of the luxury hotel brand, are organized and derived. Based on the database of MKG Consulting, the research case selected four luxury hotel brands with different market target positions among the top five hotel companies in the 2020 EBITDA ranking, focusing on the case where hotel space and objet characteristics were well combined, according to the analyzed objet characteristics. (Results) An objet makes a single image for the viewer to see. They are also used to bring out emotional elements to the space. In this study, rather than dealing with objets as spatial components, such as walls, ceilings, floors, and stairs, the focus was on whether the brand's image and identity are well conveyed through the objets. After dividing the elements of the objet in the hotel space into four, the detailed types were derived and the frequent use of objet expressions in the hotel space was analyzed through examples. (Conclusions) The brand identity of the hotel is combined with the elements of the objet to deliver the message of the byline, and consumers perceive it more deeply as a single image and brand. The spatial expression of the objet allows the viewer to make a new interpretation and accept it as a perception to create an image. The use of hotel objets is an effective design method in this respect. In the future, I intent to continue the study on the effect of the expression of objets for each detailed space of the hotel on the service satisfaction of the hotel.