Build It and They Will Come? The Impact of Servicescape on Chinese Millennials' Satisfaction and Behavioral Intentions toward Integrated Resorts

The rapidly global development of integrated resorts has led to increased competition in the marketplace. Among all, Chinese millennials are targeted because of their population size and strong spending power. This study aims to identify the effect of servicescape dimensions on satisfaction and behavioral intentions. Considering the environmental feature of the integrated resort and variety-seeking behavior of Chinese millennials, we add facility variety to the dimensions of servicescape. A major survey with 404 respondents was conducted and analyzed with structural equation modeling. The result shows that interior decor, ambience, equipment, signage and symbols, and facility variety are positively associated with customer satisfaction and behavioral intentions, while cleanliness and layout do not have any significant effect. These findings can have meaningful business implications for resort managers.