크루즈 관광의 물리적 및 사회적 서비스 스케이프가 지각된 가치, 전반적 만족, 행동의도에 미치는 영향

초록

This study examines the impact of the physical and social servicescape on perceived value, overall satisfaction, and behavioral intention within the context of cruise tourism. A survey, comprising 316 valid samples, was conducted. The findings revealed that the physical servicescape, encompassing entertainment, facilities, and layout, exerts a positive influence on perceived value. The interaction within the social servicescape (tourist-employee), specifically employee services, has been identified as a positive determinant in shaping perceived value. Secondly, concerning overall satisfaction, both entertainment and facilities within the physical servicescape, as well as interaction and employee services within the social servicescape, emerged as pivotal factors. Thirdly, perceived value emerged as a crucial precursor to overall satisfaction and behavioral intention, with the latter being significantly impacted by overall satisfaction. These findings underscore the significance of fostering connections through interactions and highlight the potential influence of facility arrangements on behavioral intentions aboard a ship.

키워드