웰니스관광지의 서비스스케이프가 감정반응, 지각된 가치, 충성도에 미치는 영향

Abstract

Today, wellness tourism is rapidly expanding as people seek destinations that offer experiences of relaxation, health enhancement, and healing beyond ordinary travel. In this context, the servicescape of a wellness tourism destination plays a crucial role in shaping tourists' perceptions and behaviors. Therefore, this study aims to provide meaningful implications for enhancing visitor satisfaction and long-term loyalty by investigating the impact of the servicescape of wellness tourism destinations on emotional responses, perceived value, and loyalty. This study applied servicescape theory to wellness tourism, analyzing how the factors of aesthetics and cleanliness in a wellness destination influence tourists' positive and negative emotional responses, perceived value, and subsequent loyalty.The results of the analysis are as follows: First, the servicescape of the wellness tourism destination was found to affect emotional responses. Second, emotional responses were found to affect perceived value. Third, perceived value was found to affect loyalty. These findings suggest that operators of wellness tourism destinations should strategically design the service environment to elicit positive emotions from visitors, demonstrating that this can be a key factor in securing customers' value perception and long-term loyalty.