The Effects of Restorative Servicescape on Customer Participation Behavior and Customer Citizenship Behavior in Integrated Resorts

This study investigates the impact of restorative servicescape on customer participation behavior and customer citizenship behavior in integrated resorts. Drawing on attention restoration theory, restorative servicescape is conceptualized through four dimensions: being-away, fascination, coherence, and compatibility. A survey was conducted with 271 visitors to a Korean integrated resort, and the data were analyzed using multiple regression. Results show that restorative servicescape significantly influences both customer participation (communication, empathy, compliance) and citizenship behaviors (word-of-mouth, feedback, helping), with being-away and fascination showing the strongest effects. These findings highlight the role of emotionally supportive environments in encouraging both active service engagement and voluntary pro-social actions. These results suggest that emotionally restorative and supportive environments encourage not only active engagement but also voluntary pro-social actions among guests. The study extends the theoretical understanding of servicescape by linking psychological restoration to practical customer behavior, and offers valuable managerial implications for resort operators aiming to create differentiated guest experiences and strengthen sustainable competitiveness.