PURPOSE The outdoor camping market size is expected to hit a new high in 2021 as the popularity of outdoor activities surges due to the COVID-19 pandemic. The purpose of this study was to investigate the structural relationships among servicescape, perceived value, flow and behavioral intention, focusing on participants of international outdoor camping exhibition. METHODS Demographic analysis, confirmatory factor analysis, and structural equation modeling analysis were perfomed. RESULTS The findings suggest that (1) all servicescape factors (attractiveness, cleanliness, accessibility and responsiveness) have a positive effect on perceived value, (2) attractiveness, cleanliness and responsiveness are significant predictors of flow, (3) perceived value affects both flow and behavioral intention, and (4) flow also significantly impacts behavioral intention. CONCLUSIONS These findings highlight that high quality servicescape can result in enhancing a positive perceived value and flow, and in turn leading to behavioral intention of consumers. Hence, it is recommended for practitioners and staff of the exhibitions to considering the strategies for improving servicescape factors in order to achieve their goal.
