疫情(COVID-19)未發生之前,世界旅遊市場蓬勃,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,特別是公共空間及客房融入品牌形象的特色。在競爭市場中,如何找到自己的競爭優勢與市場定位,又在市場定位與旅館空間品牌形象,二者之間有何關聯性?客房是旅館主要銷售的商品,也是旅館主要收益來源之一,大多旅宿者投宿旅館時,停留於公共空間時間短暫,客房才是旅宿者使用時間較長的私密空間;如何能滿足消費者需求並體現品牌形象,即為本研究動機。研究目的在探討旅館的品牌形象與空間之間的關聯性,嘗試將品牌形象建構於空間設計中,選擇利用客房空間的設計來詮釋建構品牌形象的操作。研究方法採取文獻資料回顧,探究品牌旅館的發展過程、經營模式、品牌定位及品牌精神,以田野調查法,前往選定之IHG集團旗下二家品牌旅館現場實際進行調研,並歸納分析觀察的結果,提煉品牌形象表現元素,再以個案實踐設計將品牌元素於客房空間進行設計操作,研究結果完成二個品牌旅館的客房設計,就客房空間建構品牌形象的過程檢討,提出結論:品牌定位有助於競爭市場找到目標客戶群、品牌定位決定空間功能的配置、品牌精神導入空間設計有助於體現品牌形象、空間機能的安排會決定設計的品質與氛圍。
Before the outbreak of COVID-19, the world travel market was booming and international brand hotels were investing in the Asian market. Some hotel chains were introduced to Taiwan and incorporated brand image features into the exterior and interior spaces, especially public spaces and guest rooms. In a competitive market, how do we find our competitive advantage and market positioning, and what is the relationship between market positioning and the brand image of hotel space? Guest rooms are the main product sold by hotels and are one of the main sources of revenue for hotels. Most travelers stay in hotels for a short time in public spaces, while rooms are private spaces that travelers use for a longer period of time.The purpose of this study is to investigate the relationship between the brand image of hotels and the space, and to try to interpret the brand image by using the design of the room space to construct the brand image in the space design. The research methodology was based on a literature review to explore the development process, business model, brand positioning, and brand spirit of the branded hotels. As a result of the research, we completed the room design of the two branded hotels and reviewed the process of constructing the brand image in the room space, and concluded that: brand positioning helps to find the target customers in the competitive market; brand positioning determines the configuration of space functions; brand spirit is introduced into the space design to realize the brand image; and the arrangement of space functions determines the quality and atmosphere of the design.