A fashion creation of uniform identity for hotels in thailand
Abstract
A creation of fashion identity for hotel uniforms in Thailand was aimed to provide a manual of uniform creation and design for large 4 to 5-star hotels in Thailand. Qualitative and quantitative research, along with fine arts design were applied. The research implementation was divided into 4 phases. Phase 1 was the interview with the experts (Focus Group) in 3 groups, i.e., 1) Marketing communications experts of high-end hotels, 2) business entrepreneurs of large-hotel uniforms, and 3) experts of hotel architecture and interior design. Phase 2 was the data collection through 400 set of the questionnaire from hotel staff about the functions of hotel uniforms. Phase 3 was the collection of uniform photos from front-office staff. 6 groups of hotels were classified based on their identities, totally 18 hotels. Phase 4 was the analysis of elements and identity of fashion uniforms was divided into 3 parts. Part 1: Style analysis from the architecture and interior design of each group of hotels. Part 2: Analysis of elements and identity of hotels found in the uniform. Parts 3: Additional analysis of hotel identity in case of study Sala Rattanakosin Bangkok Hotel. The findings revealed that hotel uniforms in Thailand could be classified into 6 styles based on architectural and interior design identities, i.e., 1) urban luxury, 2) leisure, 3) business, 4) Thai culture, 5) beach sea, and 6) tropical nature. The signs were presented through uniforms in the structure of colors, emotions, and organizations to support uniform design. The hotels brought their identities from temples, the cultural tourist attractions on the hotel sites. The components and identity from each particular group were applied with fashion trends to create the fashion uniform models for hotels in Thailand. In this research, the case study was used at Sala Rattanakosin Bangkok Hotel which was a hotel in urban luxury style of the research, found that the identity of the hotel from the temple, cultural attractions were Wat Arun Ratchawaramahawihan Temple. Therefore, the summary of the specific pattern obtained from the temple was used in designing with the trend of fashion trends and creating a prototype of the fashion uniform of the research.
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