An Approach to Sensory Branding on Guest Journey Mapping in A Blended Residential Environment of Co-working Space and Co-living
- 10.2991/assehr.k.201202.088How to use a DOI?
- hotel, hospitality, community, co-working space, co-living, guest journey mapping, sensory branding
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.
- © 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/).
Cite this article
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 -