earticle

영어

The objective of this study was to investigate the relationship between servicescape, hotel trust, and intention to co-creation, focusing on restaurant users of 5 star hotels in Seoul. To achieve the objective, an online survey was conducted for approximately 45days from February 15, 2020 to March 31, 2020. A total of 249 copies were collected, but 224 copies were used for the final analysis, excluding 25 copies with unstable responses. The hypotheses were tested using SPSS v.21 and AMOS v.21 programs. The analysis results are as follows. First, the cleanliness, comfort, convenience, and aesthetics of servicescape were found to have a significant positive effect on hotel trust. Second, the cleanliness, convenience, and aesthetics of servicescape were found to have a significant positive effect on the intention to co-creation. Third, hotel trust was found to have a significant positive effect on the intention to co-creation. It is expected that the results of this study will be used as the basic data for establishing a strategy on which factors should be focused on in order to improve the intention to co-creation.