백화점 옥상정원의 이용현황에 대한 소비자 만족도

Abstract

Recently, modernization is progressing very rapidly, but the destruction of the ecosystem is becoming more severe. leading to the reduction in the number of green areas. Accordingly, active efforts are being exerted to supplement for the shortage of green areas. Additionally, the enhancement of life quality and cultural level is leading to the increase of the longing of humans to enjoy leisure and rest so this demands for a nature friendly space where stability can be experienced in the city in which green areas are not available. As a result, many parks and landscapes are being built these days in order for people to experience natural landscape in the city and by creating the natural landscapes in various forms, measures are being taken so that nature can be experienced inside and outside buildings as well as the rooftop space. Department stores, which are representative commercial spaces nowadays, have introduced rooftop gardens as an indirect marketing strategy where a new and comfortable landscape and rest space are provide for consumers in order to enhance their purchase desire. This study is targeted on a rooftop garden built in a department store in Seoul as the awareness and usage condition of consumers are analyzed to explore how users are using the space composition of rooftop gardens and to apply it for further developed and effective rooftop garden activation.