KTRA http://www.ktra.or.kr Korea Journal of Tourism and Hospitality Research Korea Tourism Research Association 관광연구저널 25(4): 177-189, 2011 ISSN: 1738-3005 http://kiss.kstudy.com http://scholar.dkyobobook.co.kr The Effect of Physical Environments of Leisure Complexes on the Emotional Reaction and Satisfaction of Customers: Focused on the Jjimjilbang in Seoul 복합여가공간의 물리적 환경이 감정반응과 만족에 미치는 영향 연구: 찜질방 중심으로 Kim, Heung-Ryel* 김 흥 렬 Abstract 본 연구는 고유의 공간적 특성화, 다양화로 웰빙과 친건강을 표방하는 복합 여가공간인 찜질방의 물리적 환경, 고객감정 그리고 만족 간에 어떠한 영향관계가 있는지에 대한 실 증연구를 통하여 현재 중요시되고 있는 찜질방 여가활동의 중요성과 향후 효율적 운영과 나아가야 할 방향성을 제시하고자 하는데 연구의 목적을 두고 있다. 연구 결과는 다음과 같다. 첫째, 복합 여가공간으로서 찜질방의 물리적 환경을 구성하는 요소는 5가지 차원으 로 조사되었으며, 찜질방의 물리적 환경은 고객이 느끼는 긍정적 감정과 부정적 감정에 직접적으로 영향을 미치는 것으로 나타났다. 둘째, 고객의 찜질방에 대한 긍정적 감정과 부정적 감정은 고객만족에 긍정적 영향과 부정적 영향을 미친다. 이와 같은 사실은 물리 적 환경에 의해 발생된 감정 반응은 고객만족에 영향을 준다는 것을 의미한다. 주제어: 찜질방, 물리적 환경, 감정반응, 만족 * 목원대학교 서비스경영학부 교수. e-mail: hrkim@mokwon.ac.kr 178 The Effect of Physical Environments of Leisure Complexes on the Emotional Reaction and Satisfaction of Customers Ⅰ. Introduction Today’s society sees the expanded recognition that, in high-tech industrial society, such factors as development of science and technology, reduced working hours, enhanced living standards, and leisure enhancement have quality of life efficiently accomplished both in work and leisure sectors. All of leisure activities are designed for better quality of life including improved health, spiritual steadiness and relaxation, fun and pleasure, interpersonal relations and acquaintances, self-development and capacity development, self-realization, simple pastime, etc. However, increased leisure time with reduced working hours does not always lead to the varied choice in leisure activities. Like other countries, we here in Korea spend our leisure time watching TV, or else going to bath or sauna. A Jjimjilbang, emerged firstly in Busan area, rapidly spread nationwide with introduction in Seoul area. The leisure complex combining all the activities of sauna, health, and culture, can be seen as one of cultural phenomena like Well-Being trends, and is employed to recover from physical exhaustion, disease, or stress, and to manage healthful lifes. A small-scale Jjimjilbang in earlier days is used by middle-aged housewifes for fomentation effect similar to that of an Ondol(a hot floor), expanding its customer reach to all age groups. Some 24-hour Jjimjilbangs are used for temporary lodging facilities. Both recent developments of Jjimjilbangs into larger-sized facilities with a fitness center, PC rooms, and/or DVD theaters and the customer diversification directly lead to the renovation of their existing functions like fatigue relief and healthcare into the combined restoration place. Especially, the recent survey conducted by Seoul City and the Seoul Tourism Organization shows the most strong preference for Jjimjilbangs in the healthcare & wellness sector. This means typical Korean tourism products distinguish itself in 21st century of the compound leisure & tourism period. The pursuit of cultural experience increasingly needs a variety of experiences that competitive leisure facilities can provide, which make physical environments more crucial factors in the facilities. Physical environments for customer emotions during the visit can directly control customer satisfaction as well as customer’s purchase decisions, and play a important role in encouraging customers to revisit the facilities. While said importance of physical environments makes prior works focused on the relation between the physical environment and the customer satisfaction (Choi, 2004; Kim, 2005; Kim, Kim, & Cheon, 2007; Kim⋅Kwock, 2008), recent trends still needs further research on Jjimjilbangs as a combination of healthcare, cultural activities, and convenient places. In summary, the primary purpose of this study is systematize the composition of physical environments for enhanced competitiveness through efficient operations and stimulation of the Jjimjilbang, and to examine the direct effect of physical environments on customer emotion and satisfaction.