An Approach to Sensory Branding on Guest Journey Mapping in A Blended Residential Environment of Co-working Space and Co-living

DOI

10.2991/assehr.k.201202.088How to use a DOI?

Keywords

hotel, hospitality, community, co-working space, co-living, guest journey mapping, sensory branding

Abstract

The concept of co-working space and co-living is a way to accommodate the needs of generation Y (millennial) to generation Z in terms of socializing through enrichment in a community environment filled with various potential for intellectual and creative collaboration, also a cost-effective alternative in the form of non-conventional office, as well as being a practical solution for independent workers and small to medium entrepreneurs (UMKM) which nowadays are increasingly emerging. This study will raise a topic regarding the process of line extension brand strategy for a thematic hotel residential brand that combines the concept of co-working space & co-living. The guest journey map method is used to define which facilities are suitable with the needs of each user type, while sensory branding framework is applied as a way to redefined effective and efficient supporting amenities so that brand value is correctly interpreted which makes it relevant to the above objectives within this developing era towards community-based society, specifically in the hospitality industry.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Frindhinia Medyasepti
PY  - 2020
DA  - 2020/12/03
TI  - An Approach to Sensory Branding on Guest Journey Mapping in A Blended Residential Environment of Co-working Space and Co-living
BT  - Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2020)
PB  - Atlantis Press
SP  - 274
EP  - 287
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201202.088
DO  - 10.2991/assehr.k.201202.088
ID  - Medyasepti2020
ER  -