MICE 베뉴로서의 복합리조트 공간적 가치에 관한 연구

Abstract

This study investigates how the servicescape of integrated resorts (IRs) functions as a MICE venue factor influencing organizers’ perceptions of spatial value, and how this perception, in turn, affects perceived performance and behavioral intention. Integrated resorts combine lodging, leisure, entertainment, and convention facilities into a single immersive venue. Among these, open environments and marine-related natural landscapes play a key role in enhancing participants’ emotional engagement and spatial satisfaction. A structured survey was conducted with experienced MICE organizers and PCO professionals, yielding 183 valid responses, which were analyzed using multiple regression. Results show that sub-dimensions of servicescape—natural landscape, emotional ambience, and human service—significantly affect perceived spatial value. Spatial value further has a positive effect on both perceived performance and behavioral intention. Notably, natural environmental factors (including marine views) and brand/place image emerged as consistent determinants across all structural paths. These findings suggest that integrated resort MICE venues operate not merely as physical facilities but as strategic experiential spaces that generate emotional value through affective and natural servicescape design. The study contributes theoretically by verifying the psychological and emotional mechanisms of spatial experience and offers practical implications for integrated resort planning and marine-city MICE development strategies.