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 chapter explores the various aspects that contribute to the construction of servicescapes utilizing Heston Blumenthal's Fat Duck in Melbourne, Australia as a case study. It is clear that there exists a direct correlation between the design of retail spaces such as restaurants and the impact of the design upon consumers' behavior. The servicescapes of tourism and hospitality often offer unique sensual experiences in which all of the senses are engaged during the experience. Atmospherics are also key to creating mood and supporting the multi-sensual sensescapes of the tourism and hospitality industry.
