서비스케이프, 이용밀도 및 방문객 만족간의 관계분석

Abstract

This study is to analyze the effect of servicescape on the satisfaction of visitors to water park and role of the density as a moderating variable. The hypotheses were formulated for the study and the in-depth empirical analysis was made on the Wongjin Playdoci Water Park. The analysis results showed that the Water Park's servicescape is composed of four factors such as 'attractiveness', 'comfort', 'convenience and safety‘ and ’facility's diversity‘. It looks like that the elements of 'attractiveness', 'comfort', 'safety' and 'facility's diversity’ reflect the physical environment of the water park. On the other hand, the verification of the hypotheses showed the followings. The hypothesis 1 stating that the components of the service scape affects the satisfaction of visitors was supported and it was found that the factors are affecting the satisfaction of visitors in the order of 'attractiveness', 'facility's diversity', 'convenience and safety' and 'comfort'. In addition, the hypothesis 2 stating that the effect of factors of the servicescape on the satisfaction of visitor depends on the use density was also supported. The study results have the implications that in case of water park, the attractiveness shall be put priority for the enhanced satisfaction of visitors in the same as the general theme parks and that the detailed consideration shall be given to the 'comfort' and 'convenience and safety' as they show the big difference in the satisfaction depending on the use density, which is the moderating variable. This study has meaning that it has derived the factors of servicescape in the water park and that the role of use density has been verified in the relation between servicescape and the satisfaction.