복합리조트 서비스스케이프가 고객의 감성적 소비 경험에 미치는 영향에 관한 연구

[Research purpose] This research seeks to understand how servicescape influences customers' emotional experiences in integrated resorts and to identify customer preferences for servicescape design, offering practical implications for service design. [Research Method] The study used factor and regression analyses to investigate the relationships between restorative servicescape, perceived consumer emotions, and customer engagement behavior. Data was collected from 303 resort complex users via a survey. Cronbach's alpha, KMO, and Bartlett's test were used for reliability and validity checks. Factors were extracted using varimax rotation and their effects were analyzed. [Results] The results showed that restorative servicescape had a significant impact on perceived consumer emotions and customer engagement behaviors. Higher levels of restorative servicescape led to more positive consumer emotions and higher levels of customer engagement. In particular, psychological rest and environmental fit had a strong influence on both consumer emotions and engagement behaviors. The regression coefficients, t-values, and p-values of each factor were statistically significant. [Conclusion] This study confirmed that restorative servicescape is a critical factor in promoting positive consumer emotions and engagement behaviors. Restorative servicescape has a significant positive impact on perceived consumer emotions and customer engagement behaviors, contributing to increased customer satisfaction. The findings suggest that service providers can leverage restorative servicescape to enhance customer engagement.