인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
개인구독
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지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
This study aimed to provide basic data for maximizing sports tourism facilities" development effects by analyzing the relationship between servicescape, brand image, perceived value and customer satisfaction of sports tourism facilities.
Toward this end, 430 adults living in Seoul and the six major South Korean metropolitan cities were surveyed, and 401 people were evaluated regarding their relationship with servicescape, brand image, perceived value and customer satisfaction; 29 survey copies with inappropriate answers were excluded.
Data processing was analyzed using SPSS 24.0 Program.
The analyses produced the following conclusions:
First, the results showed that the servicescape of sports and tourism facilities significantly affected brand image. As servicescape grew larger, brand image improved. Second, servicescape had a partially significant effect on perceived values. As servicescape grew larger, perceived value increased. Third, servicescape significantly affected customer satisfaction. As servicescape grew larger, customer satisfaction increased. Fourth, brand image significantly affected perceived values in general. As brand image improved, perceived value increased. Fifth, brand image significantly affected customer satisfaction. As brand image improved, customer satisfaction increased. Sixth, perceived values significantly affected customer satisfaction. As perceived value increased, customer satisfaction also increased.
Therefore, the correlations between servicescape, brand image, perceived value and customer satisfaction of sports tourism facilities were found to be significant. It is thus necessary to find ways to increase servicescape’s value of sports tourism facilities more efficiently so that they can be used as strategic consumer marketing tools.
Toward this end, 430 adults living in Seoul and the six major South Korean metropolitan cities were surveyed, and 401 people were evaluated regarding their relationship with servicescape, brand image, perceived value and customer satisfaction; 29 survey copies with inappropriate answers were excluded.
Data processing was analyzed using SPSS 24.0 Program.
The analyses produced the following conclusions:
First, the results showed that the servicescape of sports and tourism facilities significantly affected brand image. As servicescape grew larger, brand image improved. Second, servicescape had a partially significant effect on perceived values. As servicescape grew larger, perceived value increased. Third, servicescape significantly affected customer satisfaction. As servicescape grew larger, customer satisfaction increased. Fourth, brand image significantly affected perceived values in general. As brand image improved, perceived value increased. Fifth, brand image significantly affected customer satisfaction. As brand image improved, customer satisfaction increased. Sixth, perceived values significantly affected customer satisfaction. As perceived value increased, customer satisfaction also increased.
Therefore, the correlations between servicescape, brand image, perceived value and customer satisfaction of sports tourism facilities were found to be significant. It is thus necessary to find ways to increase servicescape’s value of sports tourism facilities more efficiently so that they can be used as strategic consumer marketing tools.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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UCI(KEPA) : I410-ECN-0101-2022-692-000142765
