A Study on the Functional and Decorative Design Characteristics of Coastal Building Facades Based on Kansei Engineering: Centered on a Case Analysis of Dining Spaces at Gwangalli Beach

Catering activities are vital in tourism and leisure, particularly in coastal tourist destinations where coastal dining spaces exhibit unique exterior characteristics.This study focuses on the faade design of coastal dining spaces from the perspective of spatial marketing.By analyzing theories of spatial marketing design, key design elements within the space are summarized.The research emphasizes the importance of architectural facade design in spatial marketing and evaluates the relationship between facade design and consumer behavior through surveys and interviews.Using the coastal dining spaces at Gwangalli Beach, a renowned tourist site in Busan, as a case study, the research employs methodologies such as Kansei engineering, semantic differential Semantic Differential analysis, and principal component analysis.Through questionnaires, descriptive sensory terms such as "affordable and casual," "practical," and "lively" were identified as key characteristics associated with consumer perceptions, spatial decor features, and emotional experiences.By comparing case studies, the study identifies prominent design features of coastal dining facades, including single-story layout forms, minimalist yet effective decorative elements, open and transparent faade designs, and thematic decorative atmospheres.The research concludes with recommendations for optimizing the facade design of coastal dining spaces to enhance both aesthetic appeal and marketing effectiveness.