Analysis of space branding in hotels: the case of Antalya Barut hotels

Architecture, as an interdisciplinary field that addresses the aesthetic, functional, and psychological dimensions of spaces, has become a strategic tool in hotel design. The tourism sector, in addition to its economic significance, must effectively utilize architecture in the branding process by redefining user experiences through spatial designs. This approach has enabled tourism enterprises to develop product and service methods focused on potential consumers. Therefore, businesses aiming to establish spatial and brand perception among their consumers have gained priority. Today, hotels are positioned not only as accommodation spaces but also as venues that strengthen brand identity and user experience. This study aims to examine the spatial designs of Lara Barut Collection and Akra Barut Antalya hotels, which operate under the same brand in Antalya, and to evaluate the impact of hotel architecture on the branding process. By comparatively analyzing the facade, lobby, and room designs of these hotels, the study seeks to comprehensively assess the effects of spatial design on user perception and brand identity. The research aims to provide a unique contribution to the existing literature on spatial branding by thoroughly examining the institutional, visual, sensory, environmental, and spatial elements of design. This study aspires to offer approaches that integrate hotel designs with user experience and brand perception, thereby introducing a new perspective to the disciplines of tourism branding and architecture.