복합리조트 내 비게이밍 시설의 서비스스케이프가 고객의 감정반응과 카지노 이용 행동 반응에 미치는 영향

Abstract

The purpose of this study was to analyze the impact of servicescape of non-gaming facilities such as hotel, MICE facilities, theme park, shopping mall, and entertainment venues in integrated resorts on customers' emotional responses and behavioral reactions over casino. The hypotheses of this study were formulated utilizing the Mehrabian and Russell's (1974) model based on environmental psychology. Surveys were administered to customers visiting the High 1 Resort in Gang-Won Province in South Korea. The findings demonstrated that ambient factors have significant impact on customers' pleasure and arousal, excluding impact on sentiment of dominance. Special layout and functionality have significant impact on arousal, but not on pleasure and dominance. Facility design and attractiveness had significant impact on pleasure, arousal and dominance. Pleasure had significant impact on approach behavior over casino, while arousal had significant impact on both approach and avoidance behavior. In accordance with Mehrabian and Russell's model, the servicescape of non-gaming facilities in integrated resort have significant or partially significant impact on customers' emotional responses and behavioral reactions (approach or avoidance) over casino. The results of this study are expected to be practically utilized as a basis for strengthening the competitiveness of ‘Korean integrated resort.’