旅館大廳空間建構的品牌形象－以英迪格及智選假日個案為例

The Brand Image Presented in the Lobby: Take Indigo and Smart Holiday Inn for Example

10.29673/ICFXD.202110.0016

王韋婷(Wei-Ting Wang)；陳歷渝(Li-Yu Chen)

品牌形象 ； 空間構成 ； 旅館大廳 ； 連鎖旅館 ； brand image ； space composition ； hotel lobby ； hotel chain

ICFXD 2021 未來X設計國際學術研討會論文集

2021（2021 / 10 / 01）

b16-07-1 - 26

繁體中文

近年因旅遊市場日趨蓬勃，國際品牌旅館紛紛投資亞洲市場，有些品牌旅館引進台灣後，在建築外觀和室內空間中（特別是公共空間及客房）融入品牌的特色，打造出具有個性、質感，又能滿足消費族群體驗不同的服務。「商務旅館」與「精品旅館」是當前市場的主力，它們如何在空間中呈現個別品牌特色，即成為本研究動機。為了解旅館大廳空間如何建構品牌形象，研究透過田野調查方法，針對二個選定的個案以大直英迪格旅館及台中公園智選假日旅館，從材料、燈光、色彩、造型、家具、陳列與裝飾，進行現場調查，探討大廳空間的構成元素與旅館的品牌關聯，並就觀察結果進行比較分析。研究發現：大直英迪格旅館能因地制宜，將在地文化風情表現在旅館空間設計，以「說故事的意境」來呈現精品旅館的品牌精神；台中公園智選旅館以「簡單」、「整潔」、「便捷」的訴求做市場區隔，以合理的價格提供優質的服務，大廳空間設計簡約精實，內斂平實的典雅格調，「No More No Less」的理念，注重服務與時效，體現「EXPRESS」訴求的品牌精神。

In recent years, international brand hotels have been investing in the Asian market due to the booming tourism market. Some brand hotels have been introduced to Taiwan and have incorporated their brand characteristics into the exterior and interior spaces (especially public spaces and guest rooms) to create services that are personalized and qualitative, while satisfying the different experiences of consumers. Business hotels＂ and ＂boutique hotels＂ are the mainstay of the current market, and this study is motivated by how they present their individual brand characteristics in their spaces. In order to understand how the lobby space of hotels constructs their brand image, the study conducted field surveys on two selected cases, namely, Hotel Indigo Taipei North and Holiday Inn Express Taichung Park, to investigate the relationship between the elements of the lobby space and the brand of the hotels, and to compare and analyze the observations. The study found that the Hotel Indigo Taipei North was able to adapt to the local conditions, expressing the local culture in the hotel space design and presenting the brand spirit of boutique hotels with a ＂storytelling context＂. while the Holiday Inn Express Taichung Park differentiated itself from the market with the demands of ＂simplicity,＂ ＂cleanliness,＂ and ＂convenience＂ and provided quality services at reasonable prices. With the business philosophy of ＂No More No Less＂ we eliminate complicated and complicated processes, and focus on service and timeliness to realize the brand spirit of ＂ Express ＂.