Description
The purpose of this editorial is to introduce the reader to three papers discussing the role of
atmospherics within predominantly hedonic service settings
International Journal of Culture, Tourism and Hospitality Research
The service environment: functional or fun? Does it matter?
Sacha J oseph-Mathews Mark A. Bonn
Article information:
To cite this document:
Sacha J oseph-Mathews Mark A. Bonn, (2009),"The service environment: functional or fun? Does it matter?", International J ournal of
Culture, Tourism and Hospitality Research, Vol. 3 Iss 3 pp. 187 - 192
Permanent link to this document:http://dx.doi.org/10.1108/17506180910980500
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Sacha J oseph-Mathews, Mark A. Bonn, David Snepenger, (2009),"Atmospherics and consumers' symbolic interpretations
of hedonic services", International J ournal of Culture, Tourism and Hospitality Research, Vol. 3 Iss 3 pp. 193-210 http://
dx.doi.org/10.1108/17506180910980519
J iun-Sheng Chris Lin, Haw-Yi Liang, (2011),"The influence of service environments on customer emotion and service outcomes",
Managing Service Quality: An International J ournal, Vol. 21 Iss 4 pp. 350-372http://dx.doi.org/10.1108/09604521111146243
Kendra Fowler, Eileen Bridges, (2012),"Service environment, provider mood, and provider-customer interaction", Managing Service
Quality: An International J ournal, Vol. 22 Iss 2 pp. 165-183http://dx.doi.org/10.1108/09604521211218972
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Guest editorial
The service environment: functional or fun?
Does it matter?
Sacha Joseph-Mathews and Mark A. Bonn
Abstract
Purpose – The purpose of this editorial is to introduce the reader to three papers discussing the role of
atmospherics within predominantly hedonic service settings.
Design/methodology/approach – This editorial introduces the papers in this special section.
Findings – Atmospherics plays a signi?cant role in determining how consumers and patrons perceive
and interpret hedonic services.
Originality/value – The ?rst study examines how atmospherics can impact the overall meanings
patrons attach to visiting a hedonic facilities. The second study looks at the role of promotional materials
on setting the tone for fringe festivals. The third study investigates the role of atmospherics in green
consumerism.
Keywords Social environment, Service levels, Conservation, Service industries, Consumers, Perception
Paper type Literature review
R
esearchers point out the causal relationship between a service environment and the
behaviors of individuals within that environment (Baker, 1986; Bitner, 1992; Kotler,
1973; Mehrabian and Russell, 1974). Whether it be employees (Davis, 1984), retail
consumers (Baker et al., 2002; Bitner, 1992) or hotel visitors and tourists (Bonn et al., 2007;
Pine and Gilmore, 1999; Sherry et al., 2001; Wake?eld and Blodgett, 1994) engaging in a
speci?c activity or transaction, extant literature tells us that the environment in which a
speci?c transaction is being made is paramount to the actual success or failure of that
transaction. For the most part this research has focused on industries that have been
predominantly utilitarian in their orientation. Although the argument can be made that
retailing does contain a signi?cant hedonic component, there has been little or no research
on the role of the service environment on purely hedonic- and or novelty-oriented industries.
A movement is occurring to examine the role of environmental factors on predominantly
hedonic environments (Bonn et al., 2007; Hightower et al., 2002). The rationale here is that
service environmental factors have been examined across a number of pragmatic,
functional environments, but these factors may impact patrons differently in a purely
pleasurable scenario. However, to date, based on the limited existing research, there is little
empirical proof to say that this is, or is not the case. Although the work of Bonn et al. (2007)
suggests that there are very few differences in terms of impact, what may emerge in future
research is that certain environmental factors are more useful in one type of industry as
opposed to another.
This suggestion seems rational, as extant literature has pointed to the many differences
between utilitarian and hedonic products (Babin et al., 1994). Where utilitarian products
draw their users from functionality and usefulness, hedonic products are purchased
DOI 10.1108/17506180910980500 VOL. 3 NO. 3 2009, pp. 187-192, Q Emerald Group Publishing Limited, ISSN 1750-6182
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
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PAGE 187
Sacha Joseph-Mathews is
Assistant Professor,
Eberhardt School of
Business, University of the
Paci?c, Stockton,
California, USA.
Mark A. Bonn is Professor,
Dedman School of
Hospitality, College of
Business, Florida State
University, Tallahassee,
Florida, USA.
Received: June 2008
Revised: February 2008
Accepted: April 2009
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because of their association with fantasy and often because of the emotional bene?ts
derived (Hirschman and Holbrook, 1982). Just as the motivations differ across product
types, so too can the impact of various environmental factors on the different types of
consumer products.
For example, in the last decade both utilitarian- and hedonic-oriented industries have spent
millions on physical upgrades and enhancements. In retailing, the money has been spent
predominantly on areas such as ?ooring, point of purchase upgrades, lighting, aisle
formatting, shelving and design and layout. However, millions have also been spent by
amusement parks to enhance their physical environments. There, money has been spent on
signage, landscaping, parking, exhibit layout, seating, and enhancing traf?c ?ow. Although
there is some overlap, for example signage and layout are key areas for improvement across
both types of purchases, a solid argument can be made that utilitarian- and
hedonic-oriented industries focus on different enhancements to their physical
environment. Where one industry may be focusing on the interior, another may be more
inclined to upgrade the exterior, whereas point of sales kiosks may be critical in retailing,
parking and seating may be of greater signi?cance for ball parks and entertainment centers.
The reality is that all too often we generalize across industries, across product types, and
even across consumers. This is often done despite the fact that in many cases, these
generalizations are not very practical. For example, for years marketers used theories
applicable to products when marketing services, until someone really tested it and realized
while some existing theories applied, in other instances new theories were necessary to truly
take advantage of the unique characteristics services had to offer (i.e. heterogeneity,
spontaneity, intangible nature, inseparability, and variability). Similarly, for quite some time,
academic researchers looked at the applicability of of?ine theories to online environments.
Moreover, the question needs to be asked, can we treat utilitarian and hedonic products
similarly when looking at the impact of the servicescape on their respective consumer
populations?
One thing we do know is that while there have been several studies looking at the
relationship between speci?c factors and speci?c consequences in the retailing
environment and some other utilitarian-based service entities, similar studies are almost
non-existent in the hedonic realm. The ?rst paper by Joseph-Mathews et al. explores
whether or not there is a need to look speci?cally at the relationship between the
servicescape and increased patronage across utilitarian and hedonic based
products/industries. Speci?cally, the authors examine not only the role of the physical
environment on re-patronage and word of mouth intentions, but also how certain physical
improvements can affect a consumer’s ?nal take away or the overall meaning attached to
certain hedonic places, and experiences.
Extant literature has suggested that when consumers interact with a service/product or
experience they often attach a speci?c type of meaning to this interaction (Snepenger et al.
2004). These meanings often have emotional signi?cance to them and can take the form of
utilitarian, hedonic or novelty meaning. However, the meanings consumers attach to an
experience can represent the most salient part of their experience. Previous research
suggests that very few services/product are completely one type of product/service (Babin
et al., 1994; Mano and Oliver, 1993). That is, hedonic services often contain utilitarian
components and vice versa.
Accordingly, as almost all services/products can have multiple meanings attached to them,
the ?nal meaning a consumer leaves with, is dependent not only on how the product/service
is marketed and promoted, but also based on the physical components of the environment
in which the product/service is being consumed. Following on previous work by Bello and
Etzel (1985), Joseph-Mathews et al. include a new type of meaning which consumers can
attach to product/services, namely novelty meaning. Here the notion is that consumers often
attach a meaning that encompasses the uniqueness associated with certain activities
regardless of their utilitarian or hedonic characteristics.
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The study by Joseph-Mathews et al. seeks to expand the existing service environment
theory by connecting certain environmental stimuli with the ?nal meanings consumers attach
to that product/service or experience. The study demonstrated that consumers do in fact
attach speci?c types of meanings to consumption experiences and depending on the
meaning a consumer attaches to a particular environment some physical factors become
more or less relevant. For example, when utilitarian meaning is most relevant to a
patron/consumer, then the environmental factors that most highlight that type of meaning (for
example, the functionality component at the facility) are most bene?cial to the
consumer/patron. Similarly when a consumer focuses on the hedonic meaning in a
purchase experience, then the environmental factors that highlight the ‘‘fun and
pleasurable’’ components in an experience become most salient. For example, an
amusement park should have fun colors and a dynamic layout, in the same way that a store
should have good signage and suf?cient aisle space.
The ?rst article in this special section highlights not only the importance of environmental
stimuli in ensuring repeat purchase behavior and positive word of mouth, but it also affects
overall attitudes to a facility/service and it can impact the overall meanings that consumers
attach to an environment. The study demonstrates that the environment is just as important in
a hedonic setting as it is in a utilitarian good/service.
The second article also examines the overall atmosphere of a hedonic service, however,
here the focus is on the role of promotional materials in creating that atmosphere. Various
researchers have pointed to the role of atmospherics and the service environment in
creating a pleasing consumption environment (Baker et al., 2002; Mehrabian and Russell,
1974). The environment psychology literature has demonstrated that certain environmental
stimuli can encourage approach or avoidance behaviors (Mehrabian and Russell, 1974).
The authors in the second article demonstrate that, in addition to actual environmental stimuli
present at a location in?uencing the overall atmosphere, other things outside of the actual
environmental can also in?uence that atmosphere.
Speci?cally, the authors examine the role of promotional materials in in?uencing a particular
social climate at fringe festivals in Australia and the UK. Following on previous work by
Chebat and Michon (2003), Makins (1992) and Turley and Milliman (2000), Frew and
Ali-Knight suggest that social settings can be in?uenced by factors present as well as
factors encountered prior to actually visiting an event or facility. They suggest that social
atmospheres are in fact emotional responses to physical stimuli and that emotional response
includes stimuli encountered before, leading up to and during an actual event.
The authors discuss how words and images promoted to patrons prior to visiting an event or
consuming a particular service can impact that patron’s actual perception of the event and
by extension the overall social atmosphere at a particular event. The implications here for the
management of event tourism are quite signi?cant, as promotional materials play an
important role in framing customer expectations.
Previous work in the ?eld demonstrates the impact of physical stimuli on a patron’s mood and
social interaction (Mehrabian and Russell, 1974). However, the authors cite the work of
Echtner (2002), as the only previous study that speci?cally looks at the role of promotional
materials in atmosphere creation for tourist destinations and attractions. Building on this
study the authors demonstrate that promotional materials can set the tone for the visitor both
before and during an event.
Social atmospheres are paramount to the success of many events; festivals are no
exception. For festivals, the social atmosphere is paramount to the overall enjoyment of the
patron of the festival. The work by the second authors looks at fringe festivals in particular;
these fringe festivals are informal festivals that have evolved around the sites of more
traditional festivals. As is the case with other festivals, fringe festivals have become
signi?cant tourist attractions. As a result, tourism professionals are very concerned with the
various elements that can contribute to or enhance the patron’s experience at such a festival.
The authors use content analysis to examine the impact of promotional materials on overall
festival atmosphere for four fringe festivals in Melbourne, Australia and Edinburgh, UK.
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Images and words are investigated to explore the impact of this type of stimuli on the
creation of a speci?c social atmosphere in the minds of the potential patrons. Ultimately, the
authors conclude that the images and words used in the various promotional materials
convey what is to be expected at the four festivals. The words and pictures present in the
brochures for the four events suggest that the various fringe festivals are innovative,
creative, yet serious venues for experimental theatre. The brochures promise skilled actors
and unique experiences, which, in turn, in?uenced both expectations and overall
perceptions at the actual event. Ultimately, the authors purport that promotional materials
can not only affect patron expectations, but can also impact the actual climate and or
atmosphere at speci?c tourist events/attractions.
The third paper in this special section deals once again with the service environment and
physical stimuli. However, this research focuses speci?cally on how atmospherics are
perceived in the context of green consumerism. This paper is a conceptual piece that
explores how atmospherics could be examined from a green perspective. The paper offers
a conceptual framework based on previous work in environmental psychology (Mehrabian
and Russell, 1974) and marketing (Baker, 1986; Bitner, 1992).
Over the last decade more and more retailers and service providers have engaged in both
renovations and construction initiatives that focus on reducing waste, conserving energy
and limiting CO
2
emissions. Large corporations such as Walmart, IKEA, Nike, Interface are
focusing on retro?tting existing buildings or seeking Leadership in Energy and
Environmental Design (LEED) certi?cation for their new buildings. This come as no
surprise as the US Green Building Council states that LEED certi?ed buildings have a 8-9
percent decrease in operating costs, 7.5 percent increase in building values, 6.6 percent
increase in ROI, 3.5 percent increase in occupancy and a 3 percent increase in rent (Kreidler
and Mathews).
Based on these ?gures and the overwhelming effort to move toward greener environment the
authors of the third paper ask what is the resulting impact of these so-called green
environments on consumer behavior? The goal of the third paper is to ?rst, identify a
typology of the types of consumers that are most likely to utilize green products and by
extension green service environments and second, to offer a classi?cation for assessing
green environments within a service setting. The research takes a different approach to
examining green service environment factors referred to as green atmospherics where
literature from the architecture and interior design ?elds are merged with marketing. The end
result is an arguably more inclusive, more extensive classi?cation based on both a
practitioners’ and academic perspective. More importantly the article looks at green through
a different lens, one that may be very important moving forward in an area that has not been
extensively tested in the marketing arena.
In addition to the green atmospherics classi?cation, the third research paper offers a
psychographic segmentation typology for green consumers. Building on a consumer
classi?cation that the Natural Marketing Institute proposes, four groups are identi?ed: a
true-blue green consumer, a lean green consumer, a surface green and ?nally the craven
green consumer. The authors, Kreidler and Joseph-Mathews, argue that these categories
offer a spectrum for categorizing green consumers and by extension, an opportunity for
retailers and green service suppliers to tailor their various products to the level of green
consumer that best suits their product speci?cations. It is an improvement over previous
categorizations that only use socio-demographic segments or focused primarily on
consumers that were either extremely green or not green at all.
The second major contribution of the last paper is the proposed green classi?cation. Using
Baker’s SOR paradigm new ambient cues are proposed such as ?nishes or materials that
are low emitting (zero or low VOCs), rapidly renewable, recycled, reused, and
biodegradable, as well as factors such as day-lighting, low emitting light bulbs and
thermostats that conserve energy. For the design and layout component; green
atmospherics focus on furniture, equipment and accessories that are either totally or
partially recyclable or biodegradable. The last service environment component refers to
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green social cues which involves three levels that examines howservice providers interact in
a socially responsible way with their community, how employees deal with consumers and
fellow employees and how consumers are socially responsible with other consumers.
Although the last piece is not empirical it does offer some propositions for future testing that
speak to the potential role of green service environments in consumer perceptions of
retailers and service providers.
Overall, although each study is very different in terms of topics explored and conclusions
drawn, the consistent theme lies within the concept of the signi?cant impact of physical
stimuli on the hedonic experience of visitors and patrons to a particular event, facility,
destination or vacation product. Extant literature has extensively explored the role of the
service environment in partially hedonic environment and completely utilitarian
environments. These three studies attempt to apply this conventional wisdom to the
hedonic sector. The implications are extensive, for years practitioners have invested in
upgrades but very little empirical research has supported this behavior. These studies
represent ?rst steps towards that goal. The intention of this special section is to advance the
?eld of hospitality, culture and tourism research in terms of the impact of environmental cues
on purely hedonic services. Thus, whether we are talking about a day at work, a shopping
trip, a music festival or an on-sea adventure our physical surroundings not only impact how
we feel within the said environment, but also our ?nal takeaway and the overall meanings we
attach to that experience.
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shopping value’’, Journal of Consumer Research, Vol. 20 No. 4, pp. 644-56.
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employees’’, Journal of Marketing, Vol. 56, April, pp. 57-71.
Bonn, M.A., Joseph-Mathews, S.M., Dai, M., Hayes, S. and Cave, J. (2007), ‘‘Heritage/cultural attraction
atmospherics: creating the right environment for the heritage/cultural visitor’’, Journal of Travel
Research, Vol. 45, February, pp. 345-54.
Chebat, J.-C. and Michon, R. (2003), ‘‘Impact of ambient odors on mall shopper’s emotions, cognition,
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pp. 529-39.
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Echtner, C.M. (2002), ‘‘The content of third world tourism marketing: a 4A approach’’, International
Journal of Tourism Research, Vol. 4 No. 6, pp. 413-34.
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Further reading
Dickinson, B. and Vladimir, A. (1997), Selling the Sea: An Inside Look at the Cruise Industry, John Wiley &
Sons, New York, NY.
Garin, K.A. (2005), Devils on the Deep Blue Sea, Viking, New York, NY.
Ward, D. (2005), Berlitz Ocean Cruising and Cruise Ships 2005, Berlitz, London.
Yarnal, C.M. (2005), ‘‘Casting off: an exploration of cruise ship space, group tour behavior, and social
interaction’’, Journal of Travel Research, Vol. 43, May, pp. 368-79.
Corresponding author
Sacha Joseph-Mathews can be contacted at: sjoseph@paci?c.edu
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VOL. 3 NO. 3 2009
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doc_619695801.pdf
The purpose of this editorial is to introduce the reader to three papers discussing the role of
atmospherics within predominantly hedonic service settings
International Journal of Culture, Tourism and Hospitality Research
The service environment: functional or fun? Does it matter?
Sacha J oseph-Mathews Mark A. Bonn
Article information:
To cite this document:
Sacha J oseph-Mathews Mark A. Bonn, (2009),"The service environment: functional or fun? Does it matter?", International J ournal of
Culture, Tourism and Hospitality Research, Vol. 3 Iss 3 pp. 187 - 192
Permanent link to this document:http://dx.doi.org/10.1108/17506180910980500
Downloaded on: 24 January 2016, At: 22:07 (PT)
References: this document contains references to 24 other documents.
To copy this document: [email protected]
The fulltext of this document has been downloaded 1251 times since 2009*
Users who downloaded this article also downloaded:
Sacha J oseph-Mathews, Mark A. Bonn, David Snepenger, (2009),"Atmospherics and consumers' symbolic interpretations
of hedonic services", International J ournal of Culture, Tourism and Hospitality Research, Vol. 3 Iss 3 pp. 193-210 http://
dx.doi.org/10.1108/17506180910980519
J iun-Sheng Chris Lin, Haw-Yi Liang, (2011),"The influence of service environments on customer emotion and service outcomes",
Managing Service Quality: An International J ournal, Vol. 21 Iss 4 pp. 350-372http://dx.doi.org/10.1108/09604521111146243
Kendra Fowler, Eileen Bridges, (2012),"Service environment, provider mood, and provider-customer interaction", Managing Service
Quality: An International J ournal, Vol. 22 Iss 2 pp. 165-183http://dx.doi.org/10.1108/09604521211218972
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Guest editorial
The service environment: functional or fun?
Does it matter?
Sacha Joseph-Mathews and Mark A. Bonn
Abstract
Purpose – The purpose of this editorial is to introduce the reader to three papers discussing the role of
atmospherics within predominantly hedonic service settings.
Design/methodology/approach – This editorial introduces the papers in this special section.
Findings – Atmospherics plays a signi?cant role in determining how consumers and patrons perceive
and interpret hedonic services.
Originality/value – The ?rst study examines how atmospherics can impact the overall meanings
patrons attach to visiting a hedonic facilities. The second study looks at the role of promotional materials
on setting the tone for fringe festivals. The third study investigates the role of atmospherics in green
consumerism.
Keywords Social environment, Service levels, Conservation, Service industries, Consumers, Perception
Paper type Literature review
R
esearchers point out the causal relationship between a service environment and the
behaviors of individuals within that environment (Baker, 1986; Bitner, 1992; Kotler,
1973; Mehrabian and Russell, 1974). Whether it be employees (Davis, 1984), retail
consumers (Baker et al., 2002; Bitner, 1992) or hotel visitors and tourists (Bonn et al., 2007;
Pine and Gilmore, 1999; Sherry et al., 2001; Wake?eld and Blodgett, 1994) engaging in a
speci?c activity or transaction, extant literature tells us that the environment in which a
speci?c transaction is being made is paramount to the actual success or failure of that
transaction. For the most part this research has focused on industries that have been
predominantly utilitarian in their orientation. Although the argument can be made that
retailing does contain a signi?cant hedonic component, there has been little or no research
on the role of the service environment on purely hedonic- and or novelty-oriented industries.
A movement is occurring to examine the role of environmental factors on predominantly
hedonic environments (Bonn et al., 2007; Hightower et al., 2002). The rationale here is that
service environmental factors have been examined across a number of pragmatic,
functional environments, but these factors may impact patrons differently in a purely
pleasurable scenario. However, to date, based on the limited existing research, there is little
empirical proof to say that this is, or is not the case. Although the work of Bonn et al. (2007)
suggests that there are very few differences in terms of impact, what may emerge in future
research is that certain environmental factors are more useful in one type of industry as
opposed to another.
This suggestion seems rational, as extant literature has pointed to the many differences
between utilitarian and hedonic products (Babin et al., 1994). Where utilitarian products
draw their users from functionality and usefulness, hedonic products are purchased
DOI 10.1108/17506180910980500 VOL. 3 NO. 3 2009, pp. 187-192, Q Emerald Group Publishing Limited, ISSN 1750-6182
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PAGE 187
Sacha Joseph-Mathews is
Assistant Professor,
Eberhardt School of
Business, University of the
Paci?c, Stockton,
California, USA.
Mark A. Bonn is Professor,
Dedman School of
Hospitality, College of
Business, Florida State
University, Tallahassee,
Florida, USA.
Received: June 2008
Revised: February 2008
Accepted: April 2009
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because of their association with fantasy and often because of the emotional bene?ts
derived (Hirschman and Holbrook, 1982). Just as the motivations differ across product
types, so too can the impact of various environmental factors on the different types of
consumer products.
For example, in the last decade both utilitarian- and hedonic-oriented industries have spent
millions on physical upgrades and enhancements. In retailing, the money has been spent
predominantly on areas such as ?ooring, point of purchase upgrades, lighting, aisle
formatting, shelving and design and layout. However, millions have also been spent by
amusement parks to enhance their physical environments. There, money has been spent on
signage, landscaping, parking, exhibit layout, seating, and enhancing traf?c ?ow. Although
there is some overlap, for example signage and layout are key areas for improvement across
both types of purchases, a solid argument can be made that utilitarian- and
hedonic-oriented industries focus on different enhancements to their physical
environment. Where one industry may be focusing on the interior, another may be more
inclined to upgrade the exterior, whereas point of sales kiosks may be critical in retailing,
parking and seating may be of greater signi?cance for ball parks and entertainment centers.
The reality is that all too often we generalize across industries, across product types, and
even across consumers. This is often done despite the fact that in many cases, these
generalizations are not very practical. For example, for years marketers used theories
applicable to products when marketing services, until someone really tested it and realized
while some existing theories applied, in other instances new theories were necessary to truly
take advantage of the unique characteristics services had to offer (i.e. heterogeneity,
spontaneity, intangible nature, inseparability, and variability). Similarly, for quite some time,
academic researchers looked at the applicability of of?ine theories to online environments.
Moreover, the question needs to be asked, can we treat utilitarian and hedonic products
similarly when looking at the impact of the servicescape on their respective consumer
populations?
One thing we do know is that while there have been several studies looking at the
relationship between speci?c factors and speci?c consequences in the retailing
environment and some other utilitarian-based service entities, similar studies are almost
non-existent in the hedonic realm. The ?rst paper by Joseph-Mathews et al. explores
whether or not there is a need to look speci?cally at the relationship between the
servicescape and increased patronage across utilitarian and hedonic based
products/industries. Speci?cally, the authors examine not only the role of the physical
environment on re-patronage and word of mouth intentions, but also how certain physical
improvements can affect a consumer’s ?nal take away or the overall meaning attached to
certain hedonic places, and experiences.
Extant literature has suggested that when consumers interact with a service/product or
experience they often attach a speci?c type of meaning to this interaction (Snepenger et al.
2004). These meanings often have emotional signi?cance to them and can take the form of
utilitarian, hedonic or novelty meaning. However, the meanings consumers attach to an
experience can represent the most salient part of their experience. Previous research
suggests that very few services/product are completely one type of product/service (Babin
et al., 1994; Mano and Oliver, 1993). That is, hedonic services often contain utilitarian
components and vice versa.
Accordingly, as almost all services/products can have multiple meanings attached to them,
the ?nal meaning a consumer leaves with, is dependent not only on how the product/service
is marketed and promoted, but also based on the physical components of the environment
in which the product/service is being consumed. Following on previous work by Bello and
Etzel (1985), Joseph-Mathews et al. include a new type of meaning which consumers can
attach to product/services, namely novelty meaning. Here the notion is that consumers often
attach a meaning that encompasses the uniqueness associated with certain activities
regardless of their utilitarian or hedonic characteristics.
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The study by Joseph-Mathews et al. seeks to expand the existing service environment
theory by connecting certain environmental stimuli with the ?nal meanings consumers attach
to that product/service or experience. The study demonstrated that consumers do in fact
attach speci?c types of meanings to consumption experiences and depending on the
meaning a consumer attaches to a particular environment some physical factors become
more or less relevant. For example, when utilitarian meaning is most relevant to a
patron/consumer, then the environmental factors that most highlight that type of meaning (for
example, the functionality component at the facility) are most bene?cial to the
consumer/patron. Similarly when a consumer focuses on the hedonic meaning in a
purchase experience, then the environmental factors that highlight the ‘‘fun and
pleasurable’’ components in an experience become most salient. For example, an
amusement park should have fun colors and a dynamic layout, in the same way that a store
should have good signage and suf?cient aisle space.
The ?rst article in this special section highlights not only the importance of environmental
stimuli in ensuring repeat purchase behavior and positive word of mouth, but it also affects
overall attitudes to a facility/service and it can impact the overall meanings that consumers
attach to an environment. The study demonstrates that the environment is just as important in
a hedonic setting as it is in a utilitarian good/service.
The second article also examines the overall atmosphere of a hedonic service, however,
here the focus is on the role of promotional materials in creating that atmosphere. Various
researchers have pointed to the role of atmospherics and the service environment in
creating a pleasing consumption environment (Baker et al., 2002; Mehrabian and Russell,
1974). The environment psychology literature has demonstrated that certain environmental
stimuli can encourage approach or avoidance behaviors (Mehrabian and Russell, 1974).
The authors in the second article demonstrate that, in addition to actual environmental stimuli
present at a location in?uencing the overall atmosphere, other things outside of the actual
environmental can also in?uence that atmosphere.
Speci?cally, the authors examine the role of promotional materials in in?uencing a particular
social climate at fringe festivals in Australia and the UK. Following on previous work by
Chebat and Michon (2003), Makins (1992) and Turley and Milliman (2000), Frew and
Ali-Knight suggest that social settings can be in?uenced by factors present as well as
factors encountered prior to actually visiting an event or facility. They suggest that social
atmospheres are in fact emotional responses to physical stimuli and that emotional response
includes stimuli encountered before, leading up to and during an actual event.
The authors discuss how words and images promoted to patrons prior to visiting an event or
consuming a particular service can impact that patron’s actual perception of the event and
by extension the overall social atmosphere at a particular event. The implications here for the
management of event tourism are quite signi?cant, as promotional materials play an
important role in framing customer expectations.
Previous work in the ?eld demonstrates the impact of physical stimuli on a patron’s mood and
social interaction (Mehrabian and Russell, 1974). However, the authors cite the work of
Echtner (2002), as the only previous study that speci?cally looks at the role of promotional
materials in atmosphere creation for tourist destinations and attractions. Building on this
study the authors demonstrate that promotional materials can set the tone for the visitor both
before and during an event.
Social atmospheres are paramount to the success of many events; festivals are no
exception. For festivals, the social atmosphere is paramount to the overall enjoyment of the
patron of the festival. The work by the second authors looks at fringe festivals in particular;
these fringe festivals are informal festivals that have evolved around the sites of more
traditional festivals. As is the case with other festivals, fringe festivals have become
signi?cant tourist attractions. As a result, tourism professionals are very concerned with the
various elements that can contribute to or enhance the patron’s experience at such a festival.
The authors use content analysis to examine the impact of promotional materials on overall
festival atmosphere for four fringe festivals in Melbourne, Australia and Edinburgh, UK.
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Images and words are investigated to explore the impact of this type of stimuli on the
creation of a speci?c social atmosphere in the minds of the potential patrons. Ultimately, the
authors conclude that the images and words used in the various promotional materials
convey what is to be expected at the four festivals. The words and pictures present in the
brochures for the four events suggest that the various fringe festivals are innovative,
creative, yet serious venues for experimental theatre. The brochures promise skilled actors
and unique experiences, which, in turn, in?uenced both expectations and overall
perceptions at the actual event. Ultimately, the authors purport that promotional materials
can not only affect patron expectations, but can also impact the actual climate and or
atmosphere at speci?c tourist events/attractions.
The third paper in this special section deals once again with the service environment and
physical stimuli. However, this research focuses speci?cally on how atmospherics are
perceived in the context of green consumerism. This paper is a conceptual piece that
explores how atmospherics could be examined from a green perspective. The paper offers
a conceptual framework based on previous work in environmental psychology (Mehrabian
and Russell, 1974) and marketing (Baker, 1986; Bitner, 1992).
Over the last decade more and more retailers and service providers have engaged in both
renovations and construction initiatives that focus on reducing waste, conserving energy
and limiting CO
2
emissions. Large corporations such as Walmart, IKEA, Nike, Interface are
focusing on retro?tting existing buildings or seeking Leadership in Energy and
Environmental Design (LEED) certi?cation for their new buildings. This come as no
surprise as the US Green Building Council states that LEED certi?ed buildings have a 8-9
percent decrease in operating costs, 7.5 percent increase in building values, 6.6 percent
increase in ROI, 3.5 percent increase in occupancy and a 3 percent increase in rent (Kreidler
and Mathews).
Based on these ?gures and the overwhelming effort to move toward greener environment the
authors of the third paper ask what is the resulting impact of these so-called green
environments on consumer behavior? The goal of the third paper is to ?rst, identify a
typology of the types of consumers that are most likely to utilize green products and by
extension green service environments and second, to offer a classi?cation for assessing
green environments within a service setting. The research takes a different approach to
examining green service environment factors referred to as green atmospherics where
literature from the architecture and interior design ?elds are merged with marketing. The end
result is an arguably more inclusive, more extensive classi?cation based on both a
practitioners’ and academic perspective. More importantly the article looks at green through
a different lens, one that may be very important moving forward in an area that has not been
extensively tested in the marketing arena.
In addition to the green atmospherics classi?cation, the third research paper offers a
psychographic segmentation typology for green consumers. Building on a consumer
classi?cation that the Natural Marketing Institute proposes, four groups are identi?ed: a
true-blue green consumer, a lean green consumer, a surface green and ?nally the craven
green consumer. The authors, Kreidler and Joseph-Mathews, argue that these categories
offer a spectrum for categorizing green consumers and by extension, an opportunity for
retailers and green service suppliers to tailor their various products to the level of green
consumer that best suits their product speci?cations. It is an improvement over previous
categorizations that only use socio-demographic segments or focused primarily on
consumers that were either extremely green or not green at all.
The second major contribution of the last paper is the proposed green classi?cation. Using
Baker’s SOR paradigm new ambient cues are proposed such as ?nishes or materials that
are low emitting (zero or low VOCs), rapidly renewable, recycled, reused, and
biodegradable, as well as factors such as day-lighting, low emitting light bulbs and
thermostats that conserve energy. For the design and layout component; green
atmospherics focus on furniture, equipment and accessories that are either totally or
partially recyclable or biodegradable. The last service environment component refers to
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green social cues which involves three levels that examines howservice providers interact in
a socially responsible way with their community, how employees deal with consumers and
fellow employees and how consumers are socially responsible with other consumers.
Although the last piece is not empirical it does offer some propositions for future testing that
speak to the potential role of green service environments in consumer perceptions of
retailers and service providers.
Overall, although each study is very different in terms of topics explored and conclusions
drawn, the consistent theme lies within the concept of the signi?cant impact of physical
stimuli on the hedonic experience of visitors and patrons to a particular event, facility,
destination or vacation product. Extant literature has extensively explored the role of the
service environment in partially hedonic environment and completely utilitarian
environments. These three studies attempt to apply this conventional wisdom to the
hedonic sector. The implications are extensive, for years practitioners have invested in
upgrades but very little empirical research has supported this behavior. These studies
represent ?rst steps towards that goal. The intention of this special section is to advance the
?eld of hospitality, culture and tourism research in terms of the impact of environmental cues
on purely hedonic services. Thus, whether we are talking about a day at work, a shopping
trip, a music festival or an on-sea adventure our physical surroundings not only impact how
we feel within the said environment, but also our ?nal takeaway and the overall meanings we
attach to that experience.
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Further reading
Dickinson, B. and Vladimir, A. (1997), Selling the Sea: An Inside Look at the Cruise Industry, John Wiley &
Sons, New York, NY.
Garin, K.A. (2005), Devils on the Deep Blue Sea, Viking, New York, NY.
Ward, D. (2005), Berlitz Ocean Cruising and Cruise Ships 2005, Berlitz, London.
Yarnal, C.M. (2005), ‘‘Casting off: an exploration of cruise ship space, group tour behavior, and social
interaction’’, Journal of Travel Research, Vol. 43, May, pp. 368-79.
Corresponding author
Sacha Joseph-Mathews can be contacted at: sjoseph@paci?c.edu
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