Cultural identity on a hotel website : case: South Korean hotel The Plaza Seoul, Autograph Collection’s traditional aspects
Niemi, Mirka (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052817169
https://urn.fi/URN:NBN:fi:amk-2025052817169
Tiivistelmä
This thesis is an analysis of The Plaza Seoul, Autograph Collection hotel’s website. The analysis focuses on the presence and portrayal of traditional South Korean cultural elements and delves into customer impact point of view within the digital platform of a globally branded hotel.
The study examines how local identity is expressed in an environment shaped by international hospitality standards. As part of the Marriott hotel chain, The Plaza Seoul adheres to the Autograph Collection’s global branding guidelines, which prioritize uniqueness while being tied to brand standards. The findings contribute to a broader understanding of cultural representation in digital hospitality marketing and the dynamics of globalization in the hotel industry.
The study examines how local identity is expressed in an environment shaped by international hospitality standards. As part of the Marriott hotel chain, The Plaza Seoul adheres to the Autograph Collection’s global branding guidelines, which prioritize uniqueness while being tied to brand standards. The findings contribute to a broader understanding of cultural representation in digital hospitality marketing and the dynamics of globalization in the hotel industry.