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How servicescape and service experience affect loyalty: evidence from attendees at the Taipei International Travel Fair

Abstract This study aims to develop a structural model to examine the relationships among servicescape, service experience, and loyalty for attendees of the Taipei International Travel Fair. The analytical results indicated that the servicescape (e.g., ambient conditions, spatial layout and signs, and functionality of equipment) positively affected attendees’ service experience and that the service experience positively affected attendees’ loyalty. This study provides insightful implications for academic research and the practical application of exhibitions; thus, it significantly expands our understanding of an attendee behavioral model of exhibitions, which has typically been ignored in previous studies.