문화예술 마케팅을 적용한 공간디자인에 관한 전략 연구 ― 디자인 호텔을 중심으로― = A Study on Strategies on Space Design Applying Cultural Arts Marketing -Focus on design hotels-

다국어 초록 (Multilingual Abstract)

(Background and Purpose) Recently, a service that lends housing space to others has become popular through online sites and mobile applications. According to the social needs, space has changed into various forms and concepts, and the way of using space has also diversified. Among the many types of spaces, the hotel is a place that reflects the greatest demand of modern people. It is expected that the 'cultural value' of which consumers experience will be important and the mass influence of culture and art marketing will increase. In this study, the marketing strategy for a small space design business was searched through the case study of a design hotel applying culture and arts marketing. (Method) In this study, I researched and analyzed the cases of domestic and overseas small design hotels applying culture and arts marketing at the present point. The scope of case selection is limited to the space of a small design hotel utilizing culture and arts marketing. It is a result of analyzing the spatial characteristics and strategies of implementing cultural arts in a small design hotel within the limited range. And it is possible to classify the types of culture and arts responded to by how to conduct cultural and artistic activities in each case. (Result) Therefore, this study analyzed design hotels applying global cultural & art marketing based on spatial design characteristics and established the direction of the analysis through collecting data on individual viewpoints and theoretical considerations. As the interactive participate factors, I selected six domestic and foreign successful cases and analyzed them through the characteristics of small design hotels applying cultural & arts marketing and spatial design characteristics. Through this analysis, an analytical model where participation occurred eventually was established. The analytical model is related to the factors of cultural & arts marketing mix that acts at the point of representation of the space design at the design hotels applying cultural & arts marketing. Also, it is classified to show their relationships. Cultural & arts marketing strategy has been proven to be very helpful in spatial design and in the direction of future trends. As a result, display art is the easiest in spatial design to create the artistic value of the art type. Conversely, literature arts and visual arts in the application of spatial design are still inadequate. (Conclusion) Now that the cultural and art consumer groups are expanding, it can be a gap between competitors to effectively understand the difference in customer demand. This study explores the distinctive characteristics of spatial design for design hotels with cultural and artistic marketing and identifies the applicability of cultural and arts marketing strategies when planning spatial design.

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