earticle

영어

Today’s hotel market has been experiencing a rapid growth; and hotel lobby must be designed as a space that could stimulate desire for consumption. Accordingly, the function and the role of space marketing have been emphasized; and lobbies have been extensively utilized as a part of strategy management in hotels. In order to analyze design elements that effect visual attention and traits of visual fixation by gender in regards to homepage images of 6 Special First Class Hotel lobbies, eye-tracking studies and surveys were conducted on 24 subjects. Based on the outcome, AIDMA formula was applied to deduce results. First, male subjects observed various areas as a whole for a long time while female subjects tended to observe broadly by forming smaller sections of lobbies. Second, the element in a hotel lobby with the highest visual attention level was decoration. Second, durations of observation were longer while observing furnishings in a concourse-style lobby and decorations in a hall-style lobby. Fourth, desires for practicality and sensibility in design elements were higher in female subjects compared to male subjects. Fifth, a hall-style lobby received positive evaluation in preference according to survey results. This study is meaningful in that it substantiated marketing strategies by utilizing study criteria through experiment.