Today, modern society is moving from quantity-seeking society to value-pursuing one. With the progress of deindustrialization and informatization, pluralistic phenomenon is appearing in which values and modes of life are becoming more complex and dive... Today, modern society is moving from quantity-seeking society to value-pursuing one. With the progress of deindustrialization and informatization, pluralistic phenomenon is appearing in which values and modes of life are becoming more complex and diverse even in the same society. In this environment, one of the changes worthy of attention is the change in consciousness of consumers who place importance on intangible values and experiences and actively exhibit their existence, intentions and opinions. This change in consciousness has given rise to a new consumer class with new life styles which escape from uniformity and fixed nature, placing high value on, and actively investing in, what fits to their tastes. The emergence of a new class not only has great effect on consumer consciousness and consumption patterns but also works as an important factor in the choice of hotels. Recently, the fact that design hotels, which provide unique experiences with differentiated and sensitive designs beyond daily routines by reflecting customer needs and various changing lifestyles, attract attention can be understood in the same context. As a matter of fact, design hotels recently serve as destinations as they become cultural and artistic icons which reflect customer lifestyles. Especially, the designs of lobby spaces in hotels play a deciding role in customers’ choices while representing the nature of hotels, and what space designs remind the customers of plays a vital role in the consumers with specific lifestyles. Thus, exploration on life styles to investigate consumer needs and preferences and the utilization of association mechanism as a psychological approach to reach their positive image are convincing ways to understand consumers. Therefore, the purpose of this study was to analyze lobby spaces of design hotels which focus on specific lifestyles from the perspective of association mechanism based on experiences under the premise that the kinds of accumulated experiences are different depending on lifestyles and that preferences for specific interior spaces are influenced by association mechanism formed by experiences. For this purpose, this study classified the types of life styles and association mechanisms and conducted case analysis to find out what association mechanisms are used to enhance preferences for design hotels of each type. Before case analysis, study classified types of life styles into 4 types, which are experiential activity type, social meeting type, fashion-pursuing type and hideout-preferring type, and classified association mechanisms into 5 types, which are similarity association in the nature of visual form, contrast association, approach association of visuospatial nature, assumption association and memory association. As the result of study, first, experiential activity type preferred spaces which enable them to enjoy direct experiential activities and mainly utilized similarity association and approach association through senses. Social meeting type preferred spaces which vitalize meetings and communications with people and utilized similarity association and memory association through senses and images. Fashion-pursuing type preferred spaces and brands which take the lead in new fashions and utilized similarity association and assumption association through forms, senses and images. Hideout-preferring type preferred individual spaces in which they can concentrate on their inside and mainly utilized similarity association and approach association through senses and images. Second, in utilizing association mechanism, similarity association was highly used as the role of starting point of association through space and most cases were characterized by making compound use of association mechanisms of visual and formative nature and association mechanisms of visuospatial nature, which created stories for the spaces through expansion process of association. Stories of spaces created this way became unique identities of the design hotels that provided new experiences for customers. As modern society changes into value-pursuing one, world-famous companies are seeking ways to communicate with customers with (various) lifestyles to create new market before they produce new products. In line with this change, design hotels should become places where they can form bond of sympathy with common values and experiences by providing consumers with creative story spaces which can stimulate customer needs, not simply spaces with differentiated designs alone any more. In this respect, the results of this study based on association mechanisms are expected to work as a basic material to develop lobby designs of the design hotels optimized for various life styles.
현대사회는 양적 추구 사회에서 가치 추구 사회로 이동하고 있다. 탈산업화와 정보화로 한 사회 안에서도 가치관과 생활양식이 점차 복잡, 다양해지는 다원화 현상이 나타나고 있다. 이러한... |
