ABSTRACT
This study investigates a wilderness servicescape. One outcome of this investigation is a broadened conceptual framework of servicescapes. The data are drawn from a multi-year, multi-method investigation of service delivery in white water river rafting contexts. In the first part of the paper, we consider the commercial mediation of the natural environment. We show that the primary instrument for producing the wilderness servicescape is communicative staging. The second part of the paper develops four American cultural themes that frame interpretations of the wilderness servicescape. The themes evidenced in this wilderness servicescape yield new insights for servicescape design, interpretation, and management.
