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

Medyasepti, Frindhinia (2020) An Approach to Sensory Branding on Guest Journey Mapping in A Blended Residential Environment of Co-working Space and Co-living. International Conference of Innovation in Media and Visual Design (IMDES 2020).

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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.

Item Type: Article
Subjects: 000 Computer Science, Information and General Works > 000 Computer Science, Knowledge and Systems > 006 Special Computer Methods (Artificial Intelligence, Machine Learning, 3D Graphics, Digital Video, Data Mining, Augmented Reality)
300 Social Sciences > 380 Commerce, communications and transportation > 381 Commerce (Trade, Incl. Branding, Marketing and Warehousing)
900 History and Geography > 910 Geography and Travel > 910 Geography and Travel, Tourism
Divisions: Fakultas Seni dan Desain > Program Studi Desain Komunikasi Visual
Depositing User: mr admin umn
Date Deposited: 02 Nov 2021 04:30
Last Modified: 02 Nov 2021 04:30
URI: http://kc.umn.ac.id/id/eprint/18984

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