로컬 커뮤니티 호텔의 체험 마케팅 유형 및 공간 특성 분석 연구

이규홍 ( Kyuhong Lee ) 한국공간디자인학회 2019 한국공간디자인학회논문집 Vol.14 No.3

(연구배경 및 목적) 자신만의 독특한 개성 추구와 새로운 경험 추구를 중시하는 Z 세대가 소비의 주축으로 떠오르면서 독립호텔의 개념인 로컬 커뮤니티 호텔이 전 세계적으로 급부상하고 있다. 그 지역에서만 느낄 수 있는 이색적인 경험, 예술, 맛 등지역 문화 추구에 가치를 두는 로컬 커뮤니티 호텔은 고객에게 지금까지 경험해보지 못한 로컬의 새로운 경험을 선사하여 일상에서 벗어나 새롭고 신선한 체험 공간을 제공한다. 이는 과거 전통적 마케팅에서 벗어나, 소비자의 경험을 중시하는 체험 마케팅이 부상하고 있음을 의미한다. 본 연구는 로컬 커뮤니티 호텔이 타 호텔들과 차별화되어 치열한 호텔 업계 속에 살아남기 위해서는 무엇보다 체험 요소 활용이 중요하다 본다. 그중 파인(Pine)& 길모어(Gilmore)의 체험 이론이 로컬 커뮤니티 호텔에 있어더 구체적인 방향성을 제시 할 수 있다. 따라서 본 연구는 향후 국제적으로 경쟁력을 갖춘 다양한 컨셉의 호텔 개발을 위한 좀 더 차별화된 콘텐츠 개발과 디자인의 미래지향적 접근 방향을 제시하고자 하는 목적이 있다. (연구방법) 본 연구의 방법으로 첫째, 선행 연구 및 문헌적 자료를 토대로 로컬 커뮤니티 호텔의 개념 및 특징을 고찰한다. 둘째, 선행 연구에서 도출한 로컬 커뮤니티 호텔의 공간 특징과 체험 마케팅의 선두주자인 파인(Pine)& 길모어(Gilmore)의 체험 이론을 바탕으로 4가지 체험 요소를 정리하여 분석틀로 한정한다. 셋째, 분석 틀을 기반으로 로컬 커뮤니티 호텔의 대표 사례를 찾아 연구하여 특징을 고찰 정리한다. 넷째, 향후 결과를 종합하여 전체 논문의 내용 결론과 후속 연구의 방향성 및 호텔 공간 계획 시 활용할 수 있는 기초 자료를 구축한다. (결과) 본 연구는 현대 새로운 소비 계층, 숙박 트랜드 분석과 로컬 커뮤니티 호텔의 개념 및 체험 마케팅에 대한 이론적 고찰을 통해, 문화 예술적 체험, 상호 교류적 체험, 지역 활성화적 체험에 의한 로컬 커뮤니티 호텔을 분석 하였다. 분석 결과인 로컬 커뮤니티 호텔의 체험 마케팅 특성은 다음과 같다. 첫째, 로컬 커뮤니티 호텔의 문화 예술적 관점의 체험 마케팅 특성으로 감각성, 오락성, 연계성, 상호작용성, 창작성, 이벤트성, 참여성이 두드러지게 나타났다. 둘째, 로컬 커뮤니티 호텔의 상호 교류적체험은 심미성, 상호작용성, 참여성, 이벤트성, 몰입성, 창작성 등의 특징이 보였다. 셋째, 지역 활성화적 체험은 감각성, 오락성, 상호작용성, 연계성, 참여성, 이벤트성, 몰입성의 특징을 가진다. (결론) 로컬 커뮤니티 호텔의 사례 분석한 결과를 보면 체험 마케팅의 특성이 로컬 커뮤니티 호텔 공간에 전반적으로 연관을 가지고 있음을 확인할 수 있다. 그 중, 상호작용성, 참여성, 이벤트성이 사례 공간에 공통 특성으로 분석 되었다. 본 연구는 전 세계적으로 호텔 시장의 변화되는 추이를 살펴보고 로컬 커뮤니티 호텔의 체험 마케팅 측면과 공간적 특성을 분석할 수 있는 척도가 되었으며 추후, 로컬 커뮤니티 호텔에 관해 더 많은 연구와 향후, 국제적으로 경쟁력을 갖춘 다양한 콘텐츠가 반영된 한국적인 로컬 커뮤니티 호텔 개발을 위한 기초 자료로 활용되기를 기대한다. (Background and Purpose) Local community hotels are emerging all over the world as Z-generation are increasingly enjoying their leisure activities to pursue their own unique personality and new experiences. The local community hotel, which values the pursuit of local culture such as exotic experiences, arts, and tastes that can be felt only in the area, offers a new and fresh experience to the customers by giving a new local experience. Overall, this is a transition from traditional marketing to experiential marketing for consumer experience. Therefore, It's important to utilize the experience factor in order to survive in the hotel industry by differentiating the local community hotel from other hotels in this study. Among them, the experience theory of Pine & Gilmore can present a more concrete direction in the local community hotel. Therefore, I would like to suggest a direction for future development of a more differentiated contents and design for various concept hotels. (Method) First, the concept and characteristics of the local community hotel will be examined based on previous research and literature data. Second, It design the analytical framework by using spatial factors and experiential marketing factors of the local community hotels derived from the previous research. Especially, it is limited to experience theory of Pine & Gilmore who are the leaders of experiential marketing. Based on this, the four experiential elements are summarized and limited to analysis framework. Third, based on the analysis framework, the representative cases of local community hotels are analyzed. Fourth, we will construct basic data that can be used in the conclusions of the thesis and the direction of hotel space planning. (Results) I analyze the local community hotel based on cultural and artistic experience, interactive experience. and local activation experience. The results of the analysis are as follows, First, Experience marketing characteristic of a culture-artistic viewpoint of a local community hotel that is sensibility, entertainment, connectivity, interactivity, creativity, eventfulness, participation. Second, the interactive experience of the local community hotel has a character of esthetics, interactivity, participation, eventfulness, immersion, creativity. Third, local activation experience has a characteristic of Sensibility, enjoyment, interactivity, connection, participation, eventfulness, immersion. (Conclusions) The result of case analysis of local community hotel uses that the characteristics of experiential marketing are generally related to the local community hotel space, Among them, interactivity, participation, and eventfulness were analyzed as common characteristics in case space. This study to analyze the experiential marketing aspect and spatial characteristics of local community hotels. In the future, I hope that it will be used as a base material for the development of a local community hotel in Korea that reflects more research on the local community hotel and various contents with international competitiveness in the future.

Experience Design Board: A tool for visualizing and designing experience-centric service delivery processes

Lim, Chiehyeon,Kim, Kwang-Jae Elsevier 2018 Journal of retailing and consumer services Vol.45 No.-

<P><B>Abstract</B></P> <P>Experience-centric service (ExS) is a type of service through which customers experience emotionally appealing events and activities that result in distinctive memory. The literature argues that ExS design should be a research priority in this experience economy, yet little is known on how to articulate ExSs in their design. This paper proposes a tool called Experience Design Board for visualizing an ExS delivery process as a basis for its analysis and design. The tool is a matrix-shaped board where the key factors of experience creation in ExS (namely, servicescape, frontstage employees, other customers, backstage employees, and technology support systems) are represented in rows, and the customer experience phases are placed in columns. The tool is useful in analyzing and designing how the key factors of ExS create customer experience. The tool integrates several work streams within the evolving ExS literature into its structure and is generic enough to accommodate various ExSs in physical and digital experience contexts. By visualizing an ExS delivery process from beginning to end, the designer can obtain a systematic understanding of the essential attributes of ExS and can use it for an effective design. This tool would serve as a basis for service design in this experience economy.</P> <P><B>Highlights</B></P> <P> <UL> <LI> We live in an “experience economy”. </LI> <LI> A key deliverable of this economy is experience-centric service (ExS). </LI> <LI> This paper proposes a tool called Experience Design Board for ExS visualization and design. </LI> <LI> The tool is useful in analyzing and designing key factors of experience creation in an ExS. </LI> <LI> The tool would serve as a basis for service design in this experience economy. </LI> </UL> </P>

Recognising the Importance of Visual Elements in Experience Design for Motivation

Amic G. Ho 한국HCI학회 2016 한국HCI학회 학술대회 Vol.2016 No.1

The concept of experience design which focuses on providing an unforgettable experience for the end-user was started to be discussed in the symposium in the recent years. In order to face the increasing competitions in the market, most designers explored methods to satisfy users’ wants and desires through the experience of design consumption. Designers sought for solutions to increase the interaction and motivation by collecting users’ feedback, user experiences management, and continuous innovation. To manage users’ experience, some scholars suggested the perception of user on the design is one of the important aspects they have to consider. To generate the perception of users, various aspects of the experience design were involved, e.g. usability, mood and feel, etc. Many studies have already investigated the directions under the usability and the research result contributed the generation of some creative designs. It is possible to further investigate the other directions, for example, creating the mood and feel by visual elements (included points, lines, curves, etc.) in experience design. There were some studies explored that visual elements took main role on the creating perception. This paper aimed to investigate how the visual elements creating perception in design experience and how it enhanced the users’ interactions and motivations. In this paper, a qualitative research was conducted to examine how the visual elements in experience design influence the users’ emotional changes and perceptions of the experience design. And then, the way of the visual elements in experience design encouraged the users’ motivations were also investigated. Participants were invited to describe their experience, mapped out their emotional changes those caused by the experience and identify their motivated action after the design experience. It was found that visual elements created users’ perceptions to affect interaction behavior, relationships between visual elements and motivation is strongly mediated by eliciting certain types of emotional behavior. This connection provided understandings on how designers’ efforts work in visual elements actually influence users’ experience in the design consumption. The importance and role of visual element in experience design were explored. The influences on the emotion of the users among the different categories of visual elements were compared.

드럭스토어 체험 요인이 매장 방문 경험 만족도에 미치는 영향

이상은 한국피부과학연구원 2018 아시안뷰티화장품학술지 Vol.16 No.2

Purpose: This study investigated the effects of drugstore experience factors on customers’ satisfaction with shop-visit experience, with regard to the environmental stimuli provided by a Korean drugstore, which reflects the changing state of the beauty market. Methods: Convenience sampling was conducted with women in their 20s who had visited drugstores. Cronbach’s α coefficient determined the reliability of their satisfaction. Furthermore, correlation analysis and multiple regression analysis were conducted to investigate the influence of drugstore experience factors on customers’ satisfaction with shop-visit experience. Results: Regarding the correlation between the drugstore experience factors and customers’ satisfaction with their shop-visit experience, the following factors can be ranked in the order of a high correlation: brand act, think, sense, relate, and feel. It was found that the higher the brand act factor, brand sense factor, brand relate factor, and brand think factor, the higher was the customers’ satisfaction level of shopvisit experience. Conclusion: The results of this study suggest that the drugstore experience factors affect customers’ satisfaction with their visits to drugstores and the overall experience factors are important factors in satisfaction. Particularly, act factors had the greatest influence on customers’ satisfaction with their shop-visit experience, which suggests that direct consumer experience would have a greater influence on their purchasing act. 목적: 본 연구는 변화되고 있는 뷰티시장의 형태를 반영한 한국형 드럭스토어가 제공하는 환경적 자극에 대해 실무적 체험요인이매장 방문 경험 만족도에 미치는 영향관계를 규명하고자 한다. 방법: 드럭스토어 방문 경험이 있는 20대 여성을 대상으로 편의 표집하였다. 만족도의 신뢰도는 Cronbach's α 계수로 판단하였고, 드럭스토어 체험요인이 매장 방문 경험 만족도에 미치는 영향을 알아보기 위하여 상관분석과 다중회귀분석을 실시하였다. 결과: 드럭스토어 체험 요인과 매장 방문 경험 만족도와의 상관관계는 브랜드 행동요인, 인지요인, 감각요인, 관계요인, 느낌요인 순으로 높은 상관관계가 있는 것으로 나타났다. 브랜드 행동요인과 브랜드감각요인, 브랜드 관계요인, 브랜드 인지요인이 높을수록 매장 방문 경험 만족도가 높은 것으로 나타났다. 결론: 체험요인이 드럭스토어 방문 경험 만족도에 영향을 미치는 것을 알 수 있으며 총체적인 체험요인이 만족도에 작용하는 중요한 요소임을 시사한다. 특히 행동 요인은 매장 방문 경험 만족도에 영향력이 가장 크게 나타난 것으로 보아 소비자가 직접 체험한 후 구매행동으로 미치는영향이 더욱 클 것으로 사료된다.

태권도장 수련생의 태권도 체험이 태권도장 브랜드 자산, 태권도 몰입 및 태권도장 재이용의도에 미치는 영향

전지박(Tian, Zhi-bo),김용만(Kim, Yong-Man) 한국사회체육학회 2021 한국사회체육학회지 Vol.- No.84

Purpose: The purpose of this study is to examine the relationship among Taekwondo experience, brand equity, Taekwondo flow and Taekwondo-Jang reuse Intention of Chinese Taekwondo-Jang trainee. Method: The subjects were 300 middle school trainees from Taekwondo-Jang in Shanxi Province, China, and all 300 (100%) data were used for analysis. Data processing was done for frequency analysis and Cronbach’s α using SPSSWIN Version 25.0 and confirmatory factor analysis and structural equation model analysis using AMOS Version 24.0. Based on the research method and procedures, the results of the study were summarized as follows. Results: The results were as follows. First, it was found that among the program experience of Taekwondo-Jang, educational experience had positive effects on brand awareness, but entertainment experience, escapist experience, and esthetic experience didn’t have an effect. Second, it was revealed that among the program experience of Taekwondo-Jang, entertainment experience, educational experience, and escapist experience had positive effects on brand awareness, but esthetic experience didn’t have an effect. Third, it was found that brand equity had a positive effect on flow. Fourth, the flow was shown to have a positive influence on reuse intention. Conclusion: As a result of this study, the Taekwondo experience partially affects brand awareness and brand image, which are components of brand equity. However, brand awareness and brand image have a positive effect on flow, and flow has a positive effect on re-use intention. Therefore, the Taekwondo-Jang manager should effectively reinforce the factors of Taekwondo experience.

전시체험구성요소가 고객만족도에 미치는 영향 연구

서미숙,박보람 한국실내디자인학회 2022 한국실내디자인학회논문집 Vol.31 No.2

This study is to empirically analyze and investigate the satisfaction of each experience element regardless of the type of experience exhibition hall for visitors who use various experience exhibition halls. It is intended to establish a more reasonable program design standard for the experience exhibition hall by identifying which experience factors have a positive effect on enhancing customer trust and willingness to revisit. In order to achieve the purpose of this study, attributes related to experiential exhibition theory (4Es) and satisfaction were derived through literature review of previous research results. For empirical analysis, a survey was conducted from March 7 to 13, 2022 and data were collected in connection with experience factors and customer satisfaction through 210 valid surveys. The results are as follows: First, it was analyzed that all experience factors of entertainment, education, aesthetics, and deviation were significant in experience satisfaction. Second, in the analysis of experience factors, entertainment and aesthetic factors were found to have the greatest influence among experience factors, and both were more important than other factors, but in particular, aesthetic factors were found to be more deeply involved in customer satisfaction than three factors. This study is different from previous studies in that it targets experiences remembered by survey subjects without specifying specific experiences and analyzed satisfaction with memories after a certain period of time, not immediately after the experience. It was confirmed that significant universal experience factors were aesthetic and experiential factors for experienced people, and the experience exhibition hall composed by referring to this study is expected to be reborn as a venue for empathy and communication by reflecting common needs. In addition, a more in-depth next study is expected to analyze the relationship between experience factors and demographic characteristics.

체험경제 이론에 따른 기억, 만족, 충성도에 관한 연구: 동해안지역 스쿠버다이빙리조트 방문객을 중심으로

서민정,임은순 한국호텔관광학회 2011 호텔관광연구 Vol.13 No.3

Based on the Pine & Gilmore’s experience economy concept, this study aims to identify the underlying dimensions of scuba divers’ experience and to investigate the influence of relationships among scuba divers’ experience, memory, satisfaction and loyalty. According to the results of analysis,scuba divers’ experience can be represented in terms of four factors; education experience, escape experience, esthetic experience, and entertainment experience. Multiple regression analysis indicated that scuba diving’s memory was influenced by 4 factors of experience. This estimated that scuba diving fits the Pine & Gilmore’s ‘sweet spot’ concept. Especially, esthetic experience accounts for most of the variance in estimating memory. Memory had a significant effect on experience satisfaction and what is more, memory, satisfaction affected scuba diver's loyalty. Overall, this study enhance the theoretical process on the experience economy concept in scuba diving and offer implications for marine tourism policy.

해양레저스포츠 참여자들의 체험요인과 만족과의 관계연구

서민정(Min Jung Seo),임은순(Eun Soon Yim),이소진(So Jin Lee) 한국관광연구학회 2013 관광연구저널 Vol.27 No.1

Based on the theory of experience economy(Pine & Gilmore, 1988), this study aims to identify the underlying dimensions of scuba diving experience and to investigate the relationships among scuba diving experience, demographics characteristics and satisfaction using stepwise regression analysis. According to the analysis, the experience of scuba diving can be represented in terms of 4 main factors; education experience, escape experience, esthetic experience, and entertainment experience. It was found that Scuba diving`s satisfaction was influenced by 4 factors of experience. But scuba diving participants` demographic variable had partly a significant effect on participant`s satisfaction. When scuba participants ware grouped according to the qualification level and participation period, the regression analysis presented the differences in the participants` importance of experiences and demographic characteristics between the groups. That means the four factors differed in terms of each participants` importance in explaining the outcome variable of satisfaction. The participants whom experience level is high and participation period is long recognized for their high escape experience value. The participants whom experience level is low and participation frequency is short, on the other hand were esthetic experience.

Cultural Heritage Production in The Experience Economy

Jaruwan Daengbuppha 세계문화관광학회 2008 Conference Proceedings Vol.9 No.0

This paper explores the application of the visitor experience framework derived from a research project in conceptualizing the visitor management principles and practices. The study is conducted in three World Cultural heritage sites in Thailand. In this conceptual article, the visitor experience is proposed as the moment when tourism consumption and tourism production meet. It is also the moment when value is created and resources are consumed and thus the decisive moment for the economics of tourism experiences. Value created by consuming tourism experiences depends not only upon the objective experience but also upon the visitors and the visitor's state of mind at that particular moment. It demonstrates the components of experience which derive a dynamic and complex process and multiplicity of interactive experience of cultural heritage. Indeed, the visitor experience is proposed at the time being when cultural heritage consumption and cultural heritage production meet and the visitor is assumed to playa significance role in the final link of cultural heritage tourism production. The visitor management framework used for producing experience of the past conceptualized in this study would enhance an achievement of all aspects of quality experience(memorable, sensible, interpretive and personalized)while the well-being of cultural heritage is concerned.

쇼핑 웹사이트 탐색 경험의 몰입 과정에 대한 연구

심수인 ( Soo In Shim ) 서울과학기술대학교 과학문화전시디자인연구소 2014 한국과학예술융합학회 Vol.15 No.-

A commercial Website has been regarded as a marketing communication channel as well as a retail channel of product/service providers. Firms can offer the Website visitors a great experience of exploring virtual spaces, which aims to eventually increase the firm`s profit. For delivering rich experiences to visitors on a commercial Website, appealing Website characteristics such as vivid interfaces have been suggested in previous studies. From the visitors` perspective, however, it is not known how the visitors could be engaged in the Web experience; particularly, what aspects of the Web experience could be appreciated by the visitors, and further result in their positive behavioral responses. Therefore, this study uses qualitative methods, which is widely used to find and exploit new market opportunities by product/service providers or business consultants, to clarify the construct of the experience as well as to track the experience engagement process on the whole. The purpose of this study is to explore (1) the process of how visitors could be engaged in an experience on a commercial Website and (2) the dimensions of the Web experience. Two theories, LaSalle and Britton`s experience engagement process and Pine and Gilmore`s four realms of an experience, were reviewed to establish the theoretical domain, entailing the development of research questions and research design. In Study 1, twelve informants participated in individual interviews to report their memorable experience on a commercial Website. In Study 2, eighteen informants participated in focus-group interviews with watching a sample five-minute video of exploring a sophisticated Website. All the interview data were analyzed together by a constant comparative method. The findings of this study are partially consistent with the theoretical frameworks. The categories and properties regarding experience engagement process show that visitors recognize an experience on a commercial Website as an incomplete experience necessary to be verified as authentic in an offline environment. Furthermore, visitors tend to easily remember what they earn during the online experience, rather what they see, hear, or think on a commercial Website, which emphasizing the importance of suggesting obvious benefits on the Website. Implications and suggestions are also discussed.