The Effect of Restorative Servicescape Perceived by Casino Integrated Resort Visitors on Place Attachment and Place Loyalty

Abstract

This study examined the Impact of restorative servicescape perceived by casino integrated resort visitors on place attachment and place loyalty, and the effect of place attachment in the relationship between restorative servicescape and place loyalty. Through this research, the aim is to explore ways to effectively create a service environment for casino businesses and to establish efficient place marketing strategies that can provide a differentiated and competitive advantage. First, a preliminary investigation was conducted to examine the concepts and characteristics of the study subjects, and a questionnaire based on these findings was used. To increase the validity of the questionnaire in this study and to select a sample with a high understanding of the concept of casino integrated resorts, face-to-face offline research was conducted targeting employees in the management sector of Paradise City Casino Integrated Resort in Yeongjongdo, Incheon. Among them, visitors who were over 20 years old and had visited overseas casino integrated resorts such as Macao, Philippines, Singapore, Vietnam, and Las Vegas within the past two years were selected as the sample. A total of 410 questionnaires were distributed and collected from July 3, 2020, to August 11, 2020. Out of the 410 collected questionnaires, only 374 valid questionnaires were used, excluding 36 that showed inaccurate or insincere tendencies. Empirical analysis was conducted using SPSS 23.0, AMOS 23.0, structural equation modeling, and Sobel’s Z test. The study results revealed that the restorative servicescape perceived by casino integrated resort visitors significantly influenced both place attachment and place loyalty. Visitors’ place attachment had a positive and significant impact on place loyalty, and place attachment was found to serve as a partial mediator in the relationship between restorative servicescape and place loyalty. Based on the research findings, the academic and practical implications of this study were presented, along with the study’s limitations and suggestions for future research.