ABSTRACT
The servicescape is a fundamental to analyze the relationship between environment and customers. The originality of the conceptual structure of the servicescape is to propose a holistic and interdependent view of several physical elements that may affect customers’ choices whenever they decide or not to return to a place of consumption. A strategic element of the servicescape is the architecture of the restaurant and of its interior decor. The original idea of the servicescape has been questioned or even rejected by some authors, especially because it does not take into account the human factor and the peculiarities of the places where it occurs. The idea of servicescape as a simple container of certain physical or intangible features begins to seem too narrow, lacking in interaction with the surrounding environment. The architecture of a place made to attract the tourist gaze could be classified broadly in a ‘consumerist postmodernism’ style or in a rediscovery of classical and traditional forms.
