A Effect of Restorativeness Servicescapes on the Value Co-creation of Hotel Customer: Focused on the Mediation Effect of Emotional Responses

This study tests the effects of restorativeness servicescapes at hotel customer(je-ju, bu-san) on value co-creation based on the mediating effects of the positive and negative emotional responses of customers. Data was collected for an empirical analysis through a survey with 303 consumers that used a hotel invited. The research hypotheses were tested in a structural equation modeling (SEM) analysis. The analysis results were as follows: restorativeness servicescapes had effects on positive and negative emotional responses; first, restorativeness servicescape had effects on emotional responses; second, positive emotional responses had impacts on value co-creation; and third, value co-creation played a mediating role between restorativenes servicescape and positive emotional responses. Negative emotional responses had no impacts on value co-creation, thus havig no mediating effects between restorativenes servicescape and value co-creation.