상하이 엑스포 한국관의 서비스스케이프, 만족, 방문후 태도의 영향 관계

The Relationships between Servicescape, Satisfaction, and Post-Visit Attitude among Chinese Visitors to Korea Pavilion at the 2010 Shanghai EXPO

This study was to investigate the relationships between servicescape, satisfaction, and post-visit attitude among Chinese visitor at 2010 Shanghai EXPO. Data were collected from 416 Chinese visitors at the Korean Pavilion on September 2010. Results of an exploratory factor analysis identified four underlying domains: ‘attractiveness’, ‘convenience’, ‘information service’, and ‘cleanliness’. Results of a structural equation model analysis indicated that attractiveness and cleanliness made significant positive direct effects on overall satisfaction. and significant positive indirect effects on post-visit attitude. Results also showed that overall satisfaction made a significant positive effect on post-visit attitude. Results from this study implies that large-scale exhibition events such as 2012 YeoSu Expo, should be prepared to improve their range of servicescape to satisfy visitors and positively change their attitudes toward a specific nation.