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중국 테마파크의 서비스 스케이프가 방문의도에 미치는 영향 연구: 항저우의 3대 테마파크를 중심으로
유학,이형택 한국유통경영학회 2022 유통경영학회지 Vol.25 No.6
Purpose: In this study, the concept and components of the servicescape identified through previous studies are clearly identified. And the effect of the servicescape components of the theme park on user’s visiting intention is examined. Based on the research results, we intend to improve the service conditions of the theme park and provide valuable implications for future marketing strategies. Research design, data, and methodology: In order to verify the established hypothesis, a survey was conducted on visitors to three theme parks in Hangzhou, China. The total number of respondents was 213. An Cronbach’s α analysis and factor analysis were performed to confirm reliability and validity. After conducting correlation analysis, we empirically tested 5 hypotheses. Results: First, It was confirmed that the overall elements constituting the servicescape of the theme park had a significant positive effect on the perceived service quality and emotional experience. Second, It was verified that t he p erceived service q uality of the visitors h ad a s ignificant p ositive effect on the emotional experience. Third, It was confirmed that the perceived service quality and emotional experience had a significant positive effect on the visitor’s behavioral intention(visiting intention). Implications: It was confirmed that a pleasant and comfortable atmosphere, safe and convenient facility equipment, and fascinating landscaping within the theme park can increase consumer awareness of service quality. In particular, in order to improve the perceived service quality, it is necessary to pay special attention to landscaping, a pleasant and comfortable atmosphere, and the role of employees who provide services. Visitors will experience various tangible and intangible experiences while staying at the theme park, and the stronger the intensity and frequency of positive experiences, the higher the satisfaction with the theme park in the future.