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The Impact of Service scape at Resort on Perceived Value, Satisfaction and Action Intention: As A Case of Sanya Atlantis in China

  • Industry Promotion Research
  • Abbr : IPR
  • 2024, 9(3), pp.27-39
  • DOI : 10.21186/IPR.2024.9.3.027
  • Publisher : Industrial Promotion Institute
  • Research Area : Interdisciplinary Studies > Interdisciplinary Research
  • Received : June 11, 2024
  • Accepted : July 15, 2024
  • Published : July 31, 2024

Qiongao Mei 1 Giyoung Chung 1

1세한대학교

Accredited

ABSTRACT

Modern tourists prefer resorts with various facilities for health, leisure, sports, and cultural activities. The tourism industry strives to diversify entertainment programs to meet consumer needs. This study identifies servicescape as a primary competitive advantage and aims to propose effective marketing strategies and strategic insights to maximize tourists' perceived value and enhance satisfaction. To achieve this research objective, an online questionnaire survey was administered to customers with prior experience at the Atlantis Resort in Sanya, China, followed by statistical analysis using the SPSS 23.0 software. The findings indicate that servicescape, by providing optimal value to customers within the service industry, exhibits a positive correlation with customer satisfaction and constitutes a critical factor for the success of tourism enterprises.

Citation status

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