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Experiential Content in Boutique Hotels: A Case Study

부티크 호텔의 체험 콘텐츠 사례 연구

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

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.

Acknowledgement

Supported by : Hongik University

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