???????? ??? ????? ??? ??? ? ???? ??? ??: ?? ?? ??????? ??? ??? ????? ???? (The Influence of Servicescape on Positive Emotional Response, Brand Image, and Loyalty: Focusing on Foreign Tourists Who Visit Hanok Guesthouse in Bukchon)

This study was conducted to identify the influence of positive emotional response, brand image, and loyalty of the hanok guesthouse's servicescape. The study was carried out for foreign tourists who visited hanok guesthouse in bukchon by collecting 321 questionnaires.
The collected questionnaires were to conduct its reliability analysis and validity test using the SPSS 20.0 statistical package program. This research use a five factors of hanok guesthouse servicescape such as cleanliness, convenience, aesthetic quality, indoor environment, and accessibility. The results of the study showed that servicescape had a significant effect on the positive emotional response except accessibility. Positive emotional response was also significant effect on the customers brand image and loyalty.
This study suggests that the development of servicescape require for the activation of hanok guesthouse. The results of this study contribute academically and practically to advancing hanok guesthouse management.

This study was conducted to identify the influence of positive emotional response, brand image, and loyalty of the hanok guesthouse's servicescape. The study was carried out for foreign tourists who visited hanok guesthouse in bukchon by collecting 321 questionnaires.
The collected questionnaires were to conduct its reliability analysis and validity test using the SPSS 20.0 statistical package program. This research use a five factors of hanok guesthouse servicescape such as cleanliness, convenience, aesthetic quality, indoor environment, and accessibility. The results of the study showed that servicescape had a significant effect on the positive emotional response except accessibility. Positive emotional response was also significant effect on the customers brand image and loyalty.
This study suggests that the development of servicescape require for the activation of hanok guesthouse. The results of this study contribute academically and practically to advancing hanok guesthouse management.