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http://dx.doi.org/10.14400/JDC.2020.18.2.403

Experiential Content in Boutique Hotels: A Case Study  

Kim, Junghee (International Design School for Advanced Studies, Hongik University)
Lee, Cathy Yeonchoo (International Design School for Advanced Studies, Hongik University)
Publication Information
Journal of Digital Convergence / v.18, no.2, 2020 , pp. 403-411 More about this Journal
Abstract
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.
Keywords
convergence; boutique; hotels; experience; experience modules; experiential content;
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