DOI QR코드

DOI QR Code

부티크 호텔의 체험 콘텐츠 사례 연구

Experiential Content in Boutique Hotels: A Case Study

  • 김정희 (홍익대학교 국제디자인전문대학원) ;
  • 이캐시연주 (홍익대학교 국제디자인전문대학원)
  • Kim, Junghee (International Design School for Advanced Studies, Hongik University) ;
  • Lee, Cathy Yeonchoo (International Design School for Advanced Studies, Hongik University)
  • 투고 : 2020.01.03
  • 심사 : 2020.02.20
  • 발행 : 2020.02.28

초록

이 연구는 특색있는 부티크 호텔에서 중요한 요소를 경험으로 보고, 호텔에 풍부한 경험 콘텐츠를 넣어 성공적인 사례를 만들고 있는 하얏트 호텔 그룹의 안다즈 호텔을 중심으로 융복합 사례 연구를 진행하였다. 안다즈 인도 델리 지점과 일본 도쿄 지점 두 곳에서 여덟 개씩 총 열여섯 개의 경험 콘텐츠 카테고리를 살펴보고, 이를 번 슈미트의 다섯개 경험 모듈을 통해 진단한 결과, 두 지점 모두 안다즈의 지역 특색을 살리는 호텔을 만드는 브랜드 철학에 맞게 대부분의 경험 모듈에서 경험 콘텐츠를 강하게 가지고 있었고, 그중 감각 콘텐츠를 가장 강하게 나타내고 있었다. 델리 지점 보다 토라노몬 힐즈 지점이 감성 경험 콘텐츠를 더 강하게 가졌으며, 인지 경험 콘텐츠의 경우 델리 지점이 조금 더 강하게 가지고 있는 것으로 확인되었다. 두 지점 모두 이용객이 호텔을 이용하는 동안 맞이하게 되는 다양한 지점에서 풍부한 경험 콘텐츠를 가지고 있는 것으로 확인되었다.

This convergence study examines the case of the Andaz Hotel branches, which sees the critical elements of a characteristic boutique hotel as an experience and makes a successful case with rich experience content in the hotel. By examining sixteen experience content categories, eight from the Andaz India Delhi branch and Tokyo branch in Japan and analyzing them through Schmitt's five experience modules, we have found that both branches had strong experience content in most of the modules, in line with the brand philosophy of creating hotels that make the most of the local characteristics. The study also showed that the Toranomon Hills branch had stronger emotional experience contents than the Delhi branch, and the Delhi branch had a little stronger in the case of cognitive experience contents. Both branches were found to have rich experience content at various points encountered by the guests while using the hotel.

키워드

참고문헌

  1. De Klumbis, D, F. (2003). Seeking the ultimate hotel experience. 12th XII International Tourism and Leisure Symposium. Barcelona. 3rd-4th April 2003. (n.d.). Retrieved from http://www.esade.edu/cedit2003/eng/est_papsen.htm
  2. S, Jeong. (2019). The Colors of Hocance, Brings the Evolution of the Hospice Concept -1. Hotel & Restaurant. https://hotelrestaurant.co.kr/news/article.html?no=7023
  3. M. Shim. (2019.9.9). Luxury Hotel Competition, Will Hyatt Andaz succeed in Korean market? Chosun Biz. https://biz.chosun.com/site/data/html_dir/2019/09/09/2019090901493.html
  4. J. Park. (2019.7.8.). Hyatt luxury hotel 'Andaz' domestic landing… Open in Gangnam in September. etnews. http://www.etnews.com/20190708000429
  5. E. Ham. (2018). Hotel Business Odyssey. Seoul. Jisikin.
  6. (2019). str Glossary. https://str.com/data-insights/resources/glossary/c
  7. (2019). str documents. https://str.com/data-insights/resources/documents
  8. Hotel Analyst. (2019). The Hotel Brands Report 2019. https://hotelanalyst.co.uk/product/the-hotel-brands-report-2019/
  9. Olga, A. (2009). The Alternative Hotel Market, 2021-2025. https://doi.org/10.1109/ICMSE.2009.5317702
  10. Philip Kotler, Marketing Management, (8th ed). Englewood Cliffs, N.J.: Prentice-Hall
  11. Deepa Seetharaman. (2010.8.18.). Analysis: Hotel companies see the future in boutique lodging. Reuters. https://www.reuters.com/article/us-hotels-boutique/analysis-hotel-companies-see-the-future-in-boutiquelodging- idUSTRE67G47U20100817
  12. Berned Schmitt, Gyeonggoo Yoon, Eunyoung Geum, Wonhak Shin. (2013). (Bernd Schmitt's) Experiential Marketing. Seoul: Kim&Kim Books
  13. John Dewey, Jaeeon Lee (2003). Art As An Experience, Chaeksesang.
  14. Schmitt, B. H. (1999). Experiential Marketing: A Ne Framework for Design and Communications. Design Management Journal (Former Series), 10(2), 10-16. https://doi.org/10.1111/j.1948-7169.1999.tb00247.x
  15. J. Kim. (2019.9.9.). Luxury lifestyle finally meets in Korea… Andaz Seoul Gangnam, Newsis. http://www.newsis.com/view/?id=NISX20190909_0000765838&cID=10701&pID=10700
  16. (2019). Hyatt Andaz Hotels & Resort. https://www.hyatt.com/brands/andaz
  17. J. Rothfeld. (2019). Hyatt. News Releases. https://newsroom.hyatt.com/2012-12-11-ANDAZ-ALIGNS-WITH-CULTURAL-INSIDERS-AND-CREATES-VIRTUAL-SALON-TO-SPARK-INSPIRATION-AMONG-TRAVELERS-AND-LOCALS
  18. G. Gupta. (2019). Travel+Leisure. https://travelandleisureindia.in/six-reasons-andaz-delhi/
  19. N. Mafi, (2018). Architectureal Digest. travel. https://www.architecturaldigest.com/story/andaz-delhi-among-worlds-best-hotels-next-to-airport
  20. (2018). Facebook. Andaz Delhi. https://www.facebook.com/AndazDelhi/photos/a.2057189754339807/2057189801006469/?type=3&theater
  21. J. Kapadia. (2017.12.5.). The Andaz Delhi Is For Lovers Of Indian Books, Art And Design. Food Republic. https://www.foodrepublic.com/2017/12/05/andaz-delhi-art-design/
  22. Andaz Delhi. (2019.5.28.). Get yourself a personalised wellness treatment at Andaz Delhi in Aerocity. Vogue. https://www.vogue.in/story/get-yourself-a-personalised-wellness-treatment-at-andaz-delhi/
  23. Andaz Delhi. Facebook. https://zh-cn.facebook.com/AndazDelhi/posts/andazsalon-experiences-are-a-series-of-locally-inspired-on-property-events-that/2589586874433423/
  24. Trip Advisor. (2019) https://www.tripadvisor.com/Hotel_Review-g304551-d11926258-Reviews-Andaz_Delhi-New_Delhi_National_Capital_Territory_of_Delhi.html#/media/11926258/356492269:p/?albumid=106&type=2&category=106
  25. Andaz Delhi (2019). https://www.hyatt.com/en-US/hotel/india/andaz-delhi/delaz
  26. I. Williams. (2015.7.24.). Hotel Review: The Andaz Tokyo Toranomon Hills in Tokyo. The New York Times. https://www.nytimes.com/2015/07/26/travel/hotel-review-the-andaz-tokyo-toranomon-hills-in-tokyo.html?searchResultPosition=9
  27. I. Williams. (2015.7.24.). Hotel Review: The Andaz Tokyo Toranomon Hills in Tokyo. The New York Times. https://www.nytimes.com/2015/07/26/travel/hotel-review-the-andaz-tokyo-toranomon-hills-in-tokyo.html?searchResultPosition=9
  28. N. Shin. (2014.10.31.). Andaz Tokyo Toranomon Hills. Cool Hunting. https://coolhunting.com/travel/andaz-tokyo/?_r=0