물리적 환경이 고객의 감정반응과 체류기간 및 행동의도에 미치는 영향 - 하이원 복합리조트 카지노를 중심으로 -

초록

This study aims to analyze the impacts of physical environment of a Casino in an Integrated Resort on customer’s emotional responses, staying duration, and behavioral intentions. The measurement scales for this study were extracted from the existing literature, and the hypothesis was formulated utilizing the Model of Mehrabian-Russell(1974), which is based on the Environmental Psychology. A survey was conducted on customers visiting the Casino in High 1 Resort, located in Gang-Won Province. The results of the analysis were as follows. Firstly, ambient design and social factors were verified to have significant effects on customer’s positive emotional responses, which had significant effects on their staying duration, such as gambling longer at the Casino, visiting the Casino more often, and extending their stay at the Integrated Resort, etc. Also, behavioral intentions were also examined to be significantly influenced, such as revisiting, making recommendations and spreading favorable words of mouths about the Casino. Secondly, while entertainment attributes of physical environment had significant effects on customer’s positive emotional responses, security attributes were not supported to have significant effects on customer’s staying duration and behavioral intentions. Thirdly, customer’s arousal had significant effects on staying duration and behavioral intentions, however, negative emotional responses had significant effects on staying duration, but not on behavioral intentions. Theoretically, with utilizing the Model of Mehrabian-Russell, this study verified that physical environments of a Casino in an Integrated Resort have influential relations with customer’s emotional responses, staying duration, and behavioral intentions. Practically, the results of this study suggest that marketers are requested to make continuous efforts to improve the competitiveness of physical environment, which could influence on the revenue of the Casino and success of the Integrated Resort as well.

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