BIBLIOMETRIC INSIGHTS AND AN INTEGRATED MODEL OF SERVICESCAPES IN VIETNAM’S SMART AMUSEMENT PARKS
Main Article Content
Abstract
In immersive, technology-driven service environments, gaining insight into how physical, social, and intelligent design elements collectively shape customer behavior is crucial for tourism research. Focusing on smart amusement parks in Vietnam—digital leisure spaces that integrate spatial design, social interaction, and intelligent systems—this study examines how these multidimensional servicescape factors interact to influence customer perception, satisfaction, and loyalty. A bibliometric analysis identified key themes and gaps in servicescape literature. Using the stimulus–organism–response (S–O–R) framework, a conceptual model was tested using partial least squares structural equation modeling (PLS-SEM) with 399 valid survey responses. Findings reveal that physical, social, and intelligent servicescapes significantly shape customer perception, which mediates the relationships with satisfaction and loyalty. Additionally, the intelligent servicescape indirectly influences behavior through social pathways. This study advances research into digital service environments. For practitioners, it underscores the need to balance aesthetics, social dynamics, and technology to create engaging, loyalty-enhancing experiences.
Keywords
intelligent servicescape, smart amusement parks, S–O–R
Article Details
References
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Anderson, E. W., & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-143. https://doi.org/10.1287/mksc.12.2.125
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Bonfanti, A., Vigolo, V., Gonzo, E., & Genuardi, I. (2023). Customer experience management in themed amusement parks: The impact of safety measures on the physical, social and digital servicescape of Gardaland Park. Consumer Behavior in Tourism and Hospitality, 18(3), 386-406. https://doi.org/10.1108/CBTH-04-2022-0099
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Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
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Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
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Sarstedt, M., Ringle, C. M., Smith, D., Reams, R., & Hair, J. F. (2014). Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers. Journal of Family Business Strategy, 5(1), 105-115. https://doi.org/10.1016/j.jfbs.2014.01.002
Tombs, A., & McColl-Kennedy, J. R. (2003). Social-Servicescape Conceptual Model. Marketing Theory, 3(4), 447–475. https://doi.org/10.1177/1470593103040785
Valente-Pedro, C., De Matos, N., & Pinto, P. (2023). Holisticscape – the extended servicescape to influence tourists’ holistic health. From a systematic literature review to a research agenda. Tourism and Hospitality Research, 14673584231210111. https://doi.org/10.1177/14673584231210111
Van Eck, N. J., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523-538. https://doi.org/10.1007/s11192-009-0146-3
Wakefield, K. L., & Blodgett, J. G. (1996). The effect of the servicescape on customers’ behavioral intentions in leisure service settings. Journal of Services Marketing, 10(6), 45-61. https://doi.org/10.1108/08876049610148594
Wu, H.-C., Li, M.-Y., & Li, T. (2018). A Study of Experiential Quality, Experiential Value, Experiential Satisfaction, Theme Park Image, and Revisit Intention. Journal of Hospitality & Tourism Research, 42(1), 26–73. https://doi.org/10.1177/1096348014563396
Yin, D., Li, M., Qiu, H., Bai, B., & Zhou, L. (2023). When the servicescape becomes intelligent: Conceptualization, assessment, and implications for hospitableness. Journal of Hospitality and Tourism Management, 54, 290–299. https://doi.org/10.1016/j.jhtm.2023.01.001
Zupic, I., & Čater, T. (2015). Bibliometric Methods in Management and Organization. Organizational Research Methods, 18(3), 429-472. https://doi.org/10.1177/1094428114562629
Al Halbusi, H., Jimenez Estevez, P., Eleen, T., Ramayah, T., & Hossain Uzir, M. U. (2020). The Roles of The Physical Environment, Social Servicescape, Co-Created Value, and Customer Satisfaction in Determining Tourists’ Citizenship Behavior: Malaysian Cultural and Creative Industries. Sustainability, 12(8), 3229. https://doi.org/10.3390/su12083229
Ali, M. A., Ting, D. H., Abbasi, A. Z., & Waheed, A. (2024). Physical and Social Servicescape: Impact on Customer Affection and Behavior at Full-Service Restaurants. Journal of Quality Assurance in Hospitality & Tourism, 1-28. https://doi.org/10.1080/1528008X.2024.2397408
Anderson, E. W., & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-143. https://doi.org/10.1287/mksc.12.2.125
Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. 56, 57-71.
Bonfanti, A., Vigolo, V., Gonzo, E., & Genuardi, I. (2023). Customer experience management in themed amusement parks: The impact of safety measures on the physical, social and digital servicescape of Gardaland Park. Consumer Behavior in Tourism and Hospitality, 18(3), 386-406. https://doi.org/10.1108/CBTH-04-2022-0099
Durna, U., Dedeoglu, B. B., & Balikçioglu, S. (2015). The role of servicescape and image perceptions of customers on behavioral intentions in the hotel industry. International Journal of Contemporary Hospitality Management, 27(7), 1728–1748. https://doi.org/10.1108/IJCHM-04-2014-0173
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
Gulzar, A. (2023). Evaluating the Impact of Servicescape on Customer Experience in the Hospitality Sector: A Comprehensive Review. RESEARCH HUB International Multidisciplinary Research Journal, 10(9), 19–26. https://doi.org/10.53573/rhimrj.2023.v10n09.004
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (Third edition). Thousand Oaks: SAGE Publications, Incorporated.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Hopkins, C. D., Grove, S. J., Raymond, M. A., & LaForge, M. C. (2009). Designing the e-Servicescape: Implications for Online Retailers. Journal of Internet Commerce, 8(1-2), 23-43. https://doi.org/10.1080/15332860903182487
Kandampully, J., Bilgihan, A., & Amer, S. M. (2023). Linking servicescape and experiencescape: Creating a collective focus for the service industry. Journal of Service Management, 34(2), 316–340. https://doi.org/10.1108/JOSM-08-2021-0301
Kang, H., Kim, B., & Kwon, G. H. (2019). The Smart Servicescape Framework in Smart Home Healthcare Service Experience. Design Management Journal, 14(1), 50-59. https://doi.org/10.1111/dmj.12051
Larasati, A., Sudrajat, D., Patriazka, A., Caesar, L. A. Y., & Sudjatmoko, A. (2022). Does E-Servicescape and Perceived Value Matter for Generation Z in Online Apps? In J. L. Reis, M. K. Peter, R. Cayolla, & Z. Bogdanović (Eds.), Marketing and Smart Technologies (pp. 227-236). Singapore: Springer Nature Singapore. https://doi.org/10.1007/978-981-16-9272-7_19
Lyu, J., Hu, L., Hung, K., & Mao, Z. (2017). Assessing servicescape of cruise tourism: The perception of Chinese tourists. International Journal of Contemporary Hospitality Management, 29(10), 2556–2572. https://doi.org/10.1108/IJCHM-04-2016-0216
Morkunas, M., Rudienė, E., & Valiauga, N. (2024). The effect of the physical and social servicescape elements on the customer satisfaction and the intention to recommend the service. Evidence from the nightclub sector during COVID-19 pandemic. Cogent Business & Management, 11(1), 2321866. https://doi.org/10.1080/23311975.2024.2321866
Roy, S. K., Singh, G., Hope, M., Nguyen, B., & Harrigan, P. (2019). The rise of smart consumers: Role of smart servicescape and smart consumer experience co-creation. Journal of Marketing Management, 35(15–16), 1480–1513. https://doi.org/10.1080/0267257X.2019.1680569
Sarstedt, M., Ringle, C. M., Smith, D., Reams, R., & Hair, J. F. (2014). Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers. Journal of Family Business Strategy, 5(1), 105-115. https://doi.org/10.1016/j.jfbs.2014.01.002
Tombs, A., & McColl-Kennedy, J. R. (2003). Social-Servicescape Conceptual Model. Marketing Theory, 3(4), 447–475. https://doi.org/10.1177/1470593103040785
Valente-Pedro, C., De Matos, N., & Pinto, P. (2023). Holisticscape – the extended servicescape to influence tourists’ holistic health. From a systematic literature review to a research agenda. Tourism and Hospitality Research, 14673584231210111. https://doi.org/10.1177/14673584231210111
Van Eck, N. J., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523-538. https://doi.org/10.1007/s11192-009-0146-3
Wakefield, K. L., & Blodgett, J. G. (1996). The effect of the servicescape on customers’ behavioral intentions in leisure service settings. Journal of Services Marketing, 10(6), 45-61. https://doi.org/10.1108/08876049610148594
Wu, H.-C., Li, M.-Y., & Li, T. (2018). A Study of Experiential Quality, Experiential Value, Experiential Satisfaction, Theme Park Image, and Revisit Intention. Journal of Hospitality & Tourism Research, 42(1), 26–73. https://doi.org/10.1177/1096348014563396
Yin, D., Li, M., Qiu, H., Bai, B., & Zhou, L. (2023). When the servicescape becomes intelligent: Conceptualization, assessment, and implications for hospitableness. Journal of Hospitality and Tourism Management, 54, 290–299. https://doi.org/10.1016/j.jhtm.2023.01.001
Zupic, I., & Čater, T. (2015). Bibliometric Methods in Management and Organization. Organizational Research Methods, 18(3), 429-472. https://doi.org/10.1177/1094428114562629