Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
KJCKorea
Journal Central
The Impact of Servicescape of Non-Gaming Facilities in the Integrated Resort on Customers‘ Emotional Responses and Behavioral Reactions Over Casino
- Journal of Tourism Sciences
- Abbr : JTS
- 2020, 44(4), pp.9-30
- DOI : 10.17086/JTS.2020.44.4.9.30
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
- Received : March 3, 2020
- Accepted : March 30, 2020
- Published : June 1, 2020
CHUNG KWANGKYUN 1, Kim, Nam Jo 1
1한양대학교
Excellent Accredited
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.’
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