Servicescapes

Servicescape design of leisure spaces such as theme parks influence the level of visitor satisfaction and the re-visitation rate. However, only a few large theme park operators have a separate theme of specialists with heuristic knowledge for servicescaping. In response, small companies turn to the specialists paying high fees and royalties usually leading to outdated servicescape designs. In order to help small companies to design servicescape that provide satisfying experience to the visitors, a systematical understanding of the multi-layered and complex service environment of theme parks is necessary. The purpose of this research is to integrate the concept of precedent-based design into a rule-based system by identifying and organizing the design patterns of servicescape into reusable knowledge, propose a ser-vicescape design support system, and confirm whether if the system helps to increase designers' credence regarding their design in terms of its market success. To accomplish these research aims, six steps were carried out: (1) selection of globally accepted facilities for being successful, (2) analysis of precedents for the discovery of repeating servicescape design patterns, (3) knowledge acquisition and organization for each design patterns, (4) formulation of servicescape rules using the acquired and organized knowledge, (5) integration of the rules into a general design process of a facility as a system, and (6) application of the system in practice. The resulting system was presented to an expert in the field of theme park designs to confirm whether the design process is applicable and how it will perform in practice. From this interview, we received positive feedbacks and well as feedbacks for improvements in the aspects of the system's applicability in practice, its functionality, and usability. After confirming the applicability of the overall process of the system, we conducted an experiment to experts in practice from various design and planning fields and asked to go through two sets of scenarios in which the first is to design a given site without the system and the second is to design the same site with the system. After each scenario, the subjects were asked to fill out a revised After-Scenario Questionnaire (ASQ). From this experiment, the results indicate that the subjects felt an increase in their credence toward their designs in terms of its market success while the satisfaction with the easiness and the time it took decreased. If our system is revised in the aspects of usability and functionality, our system which uses precedent design patterns could be used to help small company designers to produce servicescape concept designs with more design credence.

—The purpose of this paper is to provide a 3D servicescape conceptual model which explores the potential effect of 3D virtual reality retail stores' environment on shoppers' behaviour. Extensive review of literature within two different domains, namely: servicescape models, and retail atmospherics, was carried out in order to propose a conceptual model. Further, eight detailed interviews were conducted to confirm the stimulus dimension of the conceptual model. A 3D servicescape conceptual model is offered on the basis of stimulus-organism-dimension, which proposes that a 3D virtual reality retail (VRR) store environment consists of physical, social, socially symbolic and natural dimensions. These dimensions are proposed to affect shoppers' behaviour through the mediating variables of emotions (pleasure and arousal). An interrelationship between pleasure and arousal, as mediating variables, is also proposed. This research opens a number of new avenues for further research through the proposed model of shoppers' behaviour in a VRR store environment. Further, a systematic taxonomy development of VRR store environment is attempted through this proposed model that may prove to be an important step in theory building. A comprehensive 3D service scape model along with a large number of propositions is made to define a 3D VRR store environment.

Physical environments are designed to provide experiences. There is an attempt to boost cities and regions in development strategies’ investment in cultural events and institutions while multinational firms construct dazzling
brandscapes to provide an entertaining and seductive environment for selling their
products. The touristic gaze is no longer reserved for spectacular or extraordinary space-times, but has become part of an experience-seeking
everyday life. Place is a commodity for consumption and it is designed to stimulate growth (Urry, 1995).

Indeed, the central arguments for an economy of experiences were prefigured by Lash and Urry (1994, p. 259) who almost 20 years ago argued that in post-Fordist capitalism, touristic forms of cultural consumption disseminate into the spheres of everyday life. Towns, cities and municipalities, challenged by population decrease and lack of commercial production, look to ‘the experience economy’ for revenue and potential attraction of citizens and visitors. The reinvention, rebuilding and rebranding of
places (Nyseth, 2009) has become a (perceived) necessity in culturally driven urban
and regional development. Florida’s work (2002, 2005) on creative labour and urban
competition has been particularly influential. Places are articulated as being in competition with each other for visitors, financial investment, residency and tourists.
Throughout the first decade of the new millennium, the idea of the experience economy
has spread into a broad range of commercial fields (Landry, 2006; Bell, 2007), and furthermore forms part of a wider policy interest in developing a new ‘cultural economy’
(Löfgren, 2003; Gibson and Kong, 2005; O’Dell and Billing, 2005). When seeking to
revitalize decaying places and commercialize cultural institutions (such as theatres and
museums), policy makers, urban planners and architects attempt to create attractive
‘experiencescapes’ (Hayes and MacLeod, 2007). Cities and regions compete with one
another to attract tourists and they are evaluated for their ‘experiental’ qualities as
tourist destinations and as interesting places to live, work and locate businesses. So
places may stage events and performances and invest in new eye-catching
buildings for cultural consumption.
Given all this energy put into designing spaces for experiences, a crucial question
becomes one of how such places work in practice. This chapter is concerned with discussing how physical environments are designed to provide experiences and not least
how visitors in practice experience them.

Bu çalışma kapsamında, otel işletmelerinde hizmet alanına ilişkin algılamaların turistlerin milliyetlerine göre değişip değişmediğini tespit etmek amaçlanmıştır. Çalışmaya ilişkin veriler anket formu yolu ile toplanmıştır. Çalışmanın kapsamı, Rus ve Alman turistler ile sınırlı tutulmuştur Toplamda 316 adet geçerli anket elde edilmiştir. Geçerlik ve güvenirlik için, doğrulayıcı faktör analizi yapılmıştır. Ayrıca ikinci düzey faktör analizi sonucunda, hizmet alanını açıklamada en güçlü boyutun düzen olduğu görülmüştür. MANOVA sonuçlarına göre, milliyetlere hizmet alanının algılanmasında anlamlı bir farklılık tespit edilmemiştir. Son olarak, bu tespitlere ilişkin değerlendirmeler yapılmıştır.

ÖZ
Fiziksel çevre, müşterilerin restoranlara ilişkin verecekleri tepkilerinde belirleyici bir unsurdur. Bu yüzden,
bu çalışmada fast food restoranlar kapsamında fiziksel çevre unsurlarının fiyat algılamasına, fiyat
algılamasının da tekrar satın alma niyetine olan etkisinin belirlenmesi amaçlanmıştır. Çalışmanın araştırma
alanı İzmir ile sınırlandırılmıştır. Belirtilen amaçlarla İzmir ilinde ikamet eden kişilerden 468 adet
kullanılabilir anket elde edilmiştir. Elde edilen veriler yapısal eşitlik modeli ile analize tabi
tutulmuştur. Fiziki çevrenin bir boyutu olan dekorasyonun fiyat algısı üzerindeki etkisi anlamsız
olarak gözlemlenmişken, fiziki çevrenin diğer iki boyutunu oluşturan düzenin ve ambiyansın fiyat algısı
üzerindeki etkisi olumlu yönde ve anlamlı çıkmıştır. Ayrıca fiyat algısının tekrar satın alma niyeti üzerindeki
etkisinin olumlu yönde ve anlamlı olduğu tespit edilmiştir. Son olarak çalışmanın bulguları literatürdeki
bulgular ile karşılaştırılmış ve bu konuda çeşitli önerilerde bulunulmuştur.

ABSTRACT
The Servicescape is a determining factor for customers when they need to make a decision on selecting a
restaurant. Therefore, in this study, the effect of the Servicescape factor on price perception and then the
effect of the price perception on repurchase intention were tested in the scope of the fast food restaurants.
The domain of the research is limited to the province of Izmir. For this research, total of 468 usable surveys
returned from the people living in the province of Izmir. The data obtained were analyzed with Structural
Equation Modeling technique. While the effect of decoration which is one of the dimensions of the
Servicescape was found insignificant on price perception, the other dimensions of the Servicescape, the
layout and the ambience has positive and significant effect on price perception. Moreover, the effect of price
perception on the repurchase intention was found to be positive and significant. Finally, the study findings
were compared with findings in the literature, and various suggestions were made.

Servicescapes are the manmade environments where hospitality activities, such as dining and lodging, occur. For
more than two decades tourism and hospitality research has sought to understand the impact of hospitality
servicescapes, primarily on hospitality customers and, to a lesser degree, on hospitality customer-contact employees. So far no empirical study has investigated, however, how servicescapes affect the interactions of customers with employees; there is therefore no empirical evidence that hospitality servicescapes can contribute to
mutually satisfying encounters between customers and employees. We explore this question within the context
of full-service restaurants by measuring the perceptions and attitudes of both customers and the waiters/waitresses who served them within the same restaurant servicescape. Results from our multilevel analytical approach
demonstrate that servicescapes signifcantly and systematically affect interactions between restaurant customers
and the waiters/waitresses interacted with them. The implications of these fndings for theory and practice
within tourism and hospitality are discussed.