Branding heritage crafts in Sri Lanka: contribution of experiential architecture via strategies of experiential marketing

H. Karunarathne, J. Dharmasena
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Abstract

This paper investigates the relationship between heritage crafts store architecture and consumer experiences to brand heritage crafts through experiential architecture and marketing. The research establishes a theoretical framework to qualitatively measure consumer experiences in the context of heritage crafts branding, drawing upon Schmitt’s Experiential Marketing theory (1999), Klingmann’s Experiential Architecture theory (2010) and Lee’s characteristics of interior space (2022). To refine and validate the framework, the research explores three local heritage crafts stores, consults with professionals and experts and conduct a questionnaire survey with 50 respondents. The results indicates that architectural elements predominantly influence consumers’ emotional and intellectual responses, creating a distinctive atmosphere. Key architectural appeals include the use of rustic and weathered textural finishes, the integration of large volumes with multiple heights, spatial adaptability reminiscent of old traditional houses and providing sense of belonging through culturally and historically familiar elements. Moreover, the architectural program significantly impacts consumers’ engagement, retention and immersive experiences within the crafts store, such as incorporating complementary functions like a cultural centre, café, exhibition space in addition to crafts selling and providing visits to craft villages. In conclusion, the research contributes a set of architectural appeals that can be integrated into experiential architecture for heritage crafts.
斯里兰卡遗产工艺品的品牌化:通过体验式营销战略促进体验式建筑的发展
本文通过体验式建筑和营销,研究了遗产工艺品商店建筑与消费者体验之间的关系。研究借鉴 Schmitt 的体验式营销理论(1999 年)、Klingmann 的体验式建筑理论(2010 年)和 Lee 的室内空间特征(2022 年),建立了一个理论框架,用于定性衡量消费者在传统手工艺品品牌塑造过程中的体验。为完善和验证该框架,研究考察了三家本地文物工艺品商店,咨询了专业人士和专家,并对 50 名受访者进行了问卷调查。结果表明,建筑元素主要影响消费者的情感和理智反应,营造出与众不同的氛围。主要的建筑诉求包括使用乡村风格和风化纹理饰面、大体量与多高度的融合、空间适应性让人联想到传统老房子,以及通过文化和历史上熟悉的元素提供归属感。此外,建筑方案对消费者在手工艺品店内的参与度、留存率和沉浸式体验也有很大影响,例如,除了销售手工艺品和提供参观手工艺品村的机会外,还融入了文化中心、咖啡馆、展览空间等补充功能。总之,这项研究提出了一套建筑诉求,可将其融入遗产工艺品的体验式建筑中。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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