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Environmental Psychology studies the effects of:
- Environments affect on behaviour and mental processes
- Designs and layouts affect on human interactions and emotions
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Customers use ___(1)___ ____(1)___ and ____(2)___ ___(2)___ to make sense of tourism/event settings
- 1. Spatial Clues
- 2. Previous Experiences
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What can cause customers to become disorientated?
No spatial clues
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How can anxiety amoung tourists be reduced?
- Orientation aids
- Signage
- "you are here" maps
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What is the main idea of "Mehrabian & Russell's Stimulus-Response Model"?
Feelings are a key driver of customer responses to service environments
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Mehrabian & Russel's Stimulus-Response Model
Section One?
Environemtnal Stimuli & Cognitive Responses
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Mehrabian & Russel's Stimulus-Response Model
Section Two?
Affective Response: pleasure & arousal
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Mehrabian & Russel's Stimulus-Response Model
Section Three?
- Response Behaviour: approach/avoidance (inc. time & money spent)
- Cognitive Processes: inc. perceptions of quality & satisfaction
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Bitner's Servicescape Model
- Environmental dimensions
- Moderators - Hollistic Environment
- Internal Responses
- Behaviour
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Bittner's Servicescape Model
Main Environment Dimensions
- Ambient Conditions: background characteristics (noise level, music, lighting, temp, scent)
- Spatial Layout and Functionality: Spatial (floor plan, visual landscape, furnishings, counters, equipment) Functionality (circulation paths of employees and customers, focal points and ability to support delivery)
- Signs, Symbols & Artifacts: Objects (selection, orientaion, location and size) Explicit or implicit signals to (communicate image, help customers find way, convey rules of behaviour)
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Bittner's Servicescape Model
Roles of the servicescape
- Package
- Facilitator
- Socialiser
- Differentiator
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Roles of the serviscape
Package
Conveys expectations and influences perception
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Roles of the servicescape
Facilitator
facilitates the flow of the service delivery process
- - provides information (how to act?)
- - facilitates the ordering process (how does this work?)
- - facilitates service delivery
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Roles of the servicescape
Socialiser
faccilitates interaction between customers and employees; and customers and fellow customers
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Roles of the servicescape
Differentiator
Sets provider apart from competition in the mind of the customer
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Tourism Service Environments can help....
Tourism businesses and events to create a distinctive image and unique positiong
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Physical surroundings help shape...
...appropriate feelings and reactions in customers and employees
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Tourism service environments affect buyer behaviour in three ways:
- Message-creating medium: symbolic cues to communicate the distinctive nature and quality of the service experience
- Attention-creating medium: make servicescape stand out from competitionand attract target segments
- Effect-creating medium: Use colours, textures, sounds, scents & spatial design to enhance desired experience
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Tourism Service Environments
(Murphy, Benckendorff, Moscardo & Pearce, 2001)
- Environmental Setting
- Actors
- Responses
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Tourism Service Environments
Environmental Setting
- Landscape: destination image, environment amenity, scenery & attractions, way of life, urbanisation
- Streetscape: vegetation, layout, townscape, variety, street furniture, parking & transport
- Servicescape: social factors (crowding, congestion, host attributes) physical and design factors (window & street displays, product variety & authenticity) Ambient factors (visual & tactile, offactory, auditory, thermal comfort)
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Tourism Service Environments
Actors
- Visitor Characteristics: demographics, ethinicity, trip pattern, attitudes, motives
- Host Characteristics: resident attitudes, employee skills, quality of life
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Tourism Service Environments
Responses
- Visitor Responses: emotion, satisfaction, length of stay, WOM, expenditure
- Host Responses: mood, commitment, effort, support, friendliness, service quality
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What are the two main physical & design factors?
Servicescapes and Other tangibles
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Physical Design Factors
What falls under "Servicescapes"
- Facility exterior - exterior design, signage parking landscape, surrounding environment
- Facility interior - interior design, equipment, signage, layout, air quality/temp, sound/music/lighting/scent
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Physical Design Factors
What falls under "Other Tangibles"
- business cards
- stationery
- billing statements
- reports
- employee dress
- uniforms
- brochures
- web pages
- virtual servicescape
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Ambient Factors
Ambient envioronment is composed of...
...hundreds of design elements and details that must work together to create the experience
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Ambient Factors include:
- lighting and colour schemes
- size and shape perceptions
- sounds such as noise and music
- temperature
- scents
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Ambient Factors
Scents can be used to...
solicit emotional, physiological & behavioural responses
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Ambient Factors: Scent
Psychological effect of Eucalyptus
Stimulating and energising
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Ambient Factors: Scent
Psychological effect of Lavender
Relaxing and calming
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Ambient Factors: Scent
Psychological effect of Lemon
Soothing energy levels
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Ambient Factors: Scent
Psychological effect of Black Pepper
Balancing peoples emotions
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Signs Symbols Artifacts
What do these communicate?
- the business/events' image
- help customers find way
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Visitor Orientation
Techniques in assisting visitor orientation
- Handheld maps
- Fixed location maps
- Directional Signs
- Information Desks
- Roving Guides
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Visitor Orientation
What is cognitive mapping? What are the two ways in which the term is used?
"The mental processing of spatial information"
- - maps that people have in their heads (mental pictures)
- - A sketched map that people reproduce when asked to illustrate their mental picture of a place
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Visitor Orientation
Key components of cognitive maps:
- Landmarks
- Paths
- Nodes
- Districts
- Edges
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Visitor Orientation
Characteristics of successful cognitive maps:
- maps should highlight distinctive/key landmarks/key paths or routes
- align maps to match the users perspective
- maps should highlight important or comonly used features and facilities
- place text on map (opposed to legends)
- use colour
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Special Interactions
What are some positive views of other tourists?
- Potential close friend - friendly contact, learn about/from, learn other culture
- Travel Companion - partner for activities, socialise
- Helper - source of info, share costs, lend hand
- Security Guard - look after possessions, prevent unwanted contacts
- Stimulation - improve atmosphere, excitement
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Special Interactions
What is a neutral view of other tourists?
Background scenery - just there, no impact
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Special Interactions
What are some negative views of other tourists?
- Stranger - minor discomfort, something unfamiliar
- Disturber - noise source, invades privacy, causes conflict, culture shock contributor
- Competitor - for accommodation, tickets, space, access to ppl and setting
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Social interactions: Crowding
Factors effecting perceptions of overcrowding:
- Goal related dimensions
- Beahvioural dimensions
- Physical dimensions
- Expectations brought to the setting
- Extent of crowding that prevails at place of origin
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Social interactions: Crowding
Japanese and western preferrences in natural settings, why?
- Japanese: prefer presence of moderate to large number of others however are conscious of presence of other japanese as desire to escape cultural expectations
- Westerners: prefer fewer people in natural settings but no preference with respect to nationality of others
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Social Interactions Crowding
2 Aims of crowd management
- Enhance the on-site experience
- Protect resources
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Social interactions: Crowding
Techniques of crowd management
- Quotas, limit numbers
- Limit duration of visit
- Limit opening occasions
- Pulsing visitors through a facility
- Create zones with clear expectations about behaviour
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Social interactions Queues
Management issues related to queues
- Psychological information needs
- Time perceptions
- Physical needs
- Sociability of queues
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Social Interactions Queues
Management solutions to potential problems in queues:
- Keep people active & amused (incorporate into the action)
- Look after people's physical needs (shade/seating/water/toilets)
- Keep people informed (wait time)
- Queue width (facilitate conversation/childrens needs)
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Visitor Conflicts
Catalysts?
- Intensity of activity and focus of participants
- Contrasting user groups and expectation
- Status
- Relationship with site - sense of ownership/respect
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Visitor Conflicts
Manifestations of conflicts:
- Negative attitude toward others
- Vandalism
- Overcharging
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Visitor Conflicts
Can be managed through:
- Careful management of cueues
- Effective use of quota systems
- Availability of substitute experiences
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