The Impact of Servicescape on Customers’ Positive Emotions and Revisit Intention toward Restaurants in Sa Pa Ward

The restaurant servicescape understood as the physical and social environment that customers perceive while consuming a foodservice experience has long been regarded as a tangible marketing instrument, yet its role in mountainous tourism destinations remains insufficiently examined. Drawing on the Stimulus Organism–Response framework of Mehrabian and Russell [1] and the DINESCAPE instrument of Ryu and Jang [2], this study measures the effects of seven servicescape dimensions on customers’ positive emotions and revisit intention in restaurants located in Sa Pa Ward, Lao Cai Province, Viet Nam. The model is extended by adding the dimension of “natural scenic view and local authenticity”, an environmental stimulus specific to highland destinations. Data were collected through a structured questionnaire administered to diners who had just finished a meal at restaurants within the ward, using convenience sampling with quotas allocated across sub-areas and time slots; the analytical sample comprised 412 valid responses. The measurement and structural models were tested by means of confirmatory factor analysis and structural equation modelling. The results show that positive emotions are influenced most strongly by scenic view and local authenticity, followed by facility aesthetics, service staff, cleanliness and ambient conditions, whereas the effects of spatial layout and table settings are weaker but still statistically significant. Positive emotions partially mediate the relationship between servicescape and revisit intention. Multi-group analysis indicates that international visitors respond more strongly to local authenticity, while domestic visitors are more sensitive to facility aesthetics and thermal comfort. The study proposes managerial implications concerning restaurant design that is integrated with the surrounding landscape and local culture, thermal comfort management under cold and humid climatic conditions, and crowding management during peak seasons.