ABSTRACT
This chapter explores the role of tourism and hospitality servicescapes in shaping and directing the experiences and subsequent behaviour of consumers. In simplistic terms, servicescapes are the material representations of the tourism or hospitality product; this includes: the design of the hotel, restaurant or tourist attraction, its décor, music, art; the clothing of staff and their behaviour; the level of formality of service; and the link to particular cultures, times or societies. What is also important to recognize is that servicescapes are also the material representations of a company’s or destination’s brand image and their values, etc. As such there is a direct link between product, consumer behaviour and brand; consequently, if the servicescape does not match these, then it may have a direct impact upon the brand equity of organizations, levels of customer satisfaction and loyalty. This chapter now explores the various aspects that contribute to the construction of servicescapes utilizing Heston Blumenthal’s Fat Duck in Melbourne, Australia as a case study.
