The Role of the Physical Service Environment on Symbolic Meaning Evaluations in Hedonic Service Industries

ORCiD

0000-0003-4244-6767

Document Type

Article

Publication Title

International Journal of Culture, Tourism and Hospitality Research

ISSN

1750-6182

Volume

3

Issue

3

DOI

10.1108/17506180910980519

First Page

193

Last Page

210

Publication Date

8-1-2009

Abstract

Purpose: The purpose of this research is to examine the impact of atmospherics on consumer symbolic interpretations, and various psychological outcomes in a purely hedonic service environment.

Design/methodology/approach: Field data were collected from 500 respondents in Florida across four hedonic service attraction sites and then analyzed using MANOVA in SPSS. A mediation method proposed by Baron and Kenny is utilized to determine the mediating role of consumer symbolic interpretations in the nomological network.

Findings: There were four major findings. First, similar to other service sectors, environmental factors do play a critical role in determining behavioral intentions in hedonic services. Second, patrons conceptualize hedonic attractions/services in terms of both utilitarian and hedonic components. Third, consumer symbolic perceptions (meanings) do affect behavioral intentions. Finally, consumers do evaluate their service environments (ambient, design and layout and social factors) differently depending on the meanings they attach to a service environment.

Research limitations/implications: Managers can tailor service environments to match the symbolic interpretations and behavioral outcomes they would like to foster in order to maximize monies spent on physical upgrades. Additional work is needed in the area of consumer meanings and symbolic interpretations.

Originality/value: The study indicates that the service environment can be used as a differentiating tool to perpetuate brand meaning and uniqueness in the minds of the consumer, thereby creating a competitive advantage for the hedonic facilities and by extension ensuring repeat patronage.

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