축제행사장 서비스스케이프가 방문객의 만족과 행동의도에 미치는 영향에 관한 연구

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

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.