Tourists' Description of their Experiences of the Servicescape of Integrated Resorts: the Case of Macau.

This paper investigated customers' experiences of the servicescape of integrated resorts. It also examined how the customers' experiences affected their emotions, satisfaction and behavioral intention. Face-to-face qualitative interviews were conducted with 60 Mainland Chinese tourists in Macau. The results identified 12 dimensions of servicescape that formed the total customer experiences. Esthetic and entertainment experiences played a crucial role in creating the customers' total experiences and had the greatest effects on customers' emotions, satisfaction and behavioral intention in integrated resorts. This study contributes to the association of servicescape with customer experiences in the context of integrated resorts. Based on the results, insights and practical recommendations were offered to resort operators of ways to enhance their customer experiences through the improvement of the resorts' servicescape. [ABSTRACT FROM AUTHOR]