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The purpose of this study was to provide basic guidelines for the differentiation strategy of functional facilities according to the recent growth of the hotel culture. It was confirmed that the characteristics of various functional facilities contribute to the image formation and customers’ loyalty of the hotel. A wide variety of variables have been examined in the past literature. As a result, functional facilities were embodied as banquet and convention, shopping and duty free shop, casino and amusement facility, swimming pool and fitness center, shuttle bus and parking lot. A total of 246 samples were obtained from customers and potential customers who have recently used the hotel. The SPSS 25.0 and AMOS 22.0 were used to test the suitability of the sample, reliability and validity of the scale, and hypothesis test. The findings were as follows. First, the factors related to the cognitive perception of customers in the image formation of the hotel were found to be mainly caused by banquet and convention, swimming pool and fitness center, shuttle bus and parking lot. Second, the attractiveness of the swimming pool and fitness center was found to be significant in the emotional image of the customer about the hotel. Moreover, much research has been conducted on the emotional response of customer so importance of swimming pool and fitness facilities was explained when the emotional image response to the hotel. Lastly, building hotel image through functional facilities had a significant effect on customer loyalty, of which emotional image was significant. This study differed from previous studies since it has evaluated the importance of each facility in terms of building hotel image through functional facilities. However, major limitation of the study was not distinguished by hotels’ grade or operating characteristics and tourists’ segments.