Abstract
Nowadays, people change travel patterns and destinations based on value rather than price. And recently, airlines are trying to maximize their customers" experience by providing them with a visible physical environment. This study focused on the relationship between airline service scapes, experiential values, attitude, and word of mouth. This study applied VAB model to explain the change in value-attitude-behavior intention. An online survey was conducted for analysis and the final results were used for analysis of 394 people. In order to conduct PLS-based structural equation modeling analysis, research was conducted using Smart PLS (3.0). As a result of the study, airline service scapes had a significant positive (+) effect on aesthetics, enjoyment, and service excellence, and enjoyment and service excellence had a significant positive (+) effect on attitude. Attitude had a significant positive (+) effect on word of mouth. These research results provide academic and practical implications for aviation service companies and workers.
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