본문 바로가기
  • Home

The Impact of Servicescape on the Satisfactionand Behavioral Intention of Visitors in Festival Settings

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2009, 33(3), pp.369-390
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Sangug Sim 1 KEUNSOO PARK 2

1전주대학교
2배재대학교

Accredited

ABSTRACT

The purpose of this article is to test the impact of servicescape on the satisfaction and behavioral intention of visitors in festival settings. Bitner's (1992) servicescape and Baker's(1987) physical environment frameworks serve as models for studying on how the visitors perceive physical and social environment in festival settings. The key findings of this article are as fallow. (1) The servicescape of festival settings consist of seven factors, two ambient factors, four design factors and one social factor. (2) The service people and the symbolic design of the festival have a strong impact on the perceived servicescape.(3) The perceived servicescape has an direct impact on the satisfaction of the festival visitors, but has a indirect impact on the behavioral intentions of them through satisfaction.

Citation status

* References for papers published after 2022 are currently being built.