ABSTRACT
In this chapter, the author and J. G. Blodgett examine the effects of layout, aesthetics, seating, electronic displays and cleanliness on individuals' overall perceptions of facility quality and subsequent satisfaction and behavioural intentions in football, baseball stadiums and casinos. The economic models did little to explain why small town markets or perennial losers could continue to attract millions of fans. The author and S. D. Strombeck find that individuals evaluated the physical environment and service quality differently dependent upon the stage in the service delivery. He and J. Baker investigate the effects of the layout, interior design and decor, but also examine ambient effects of music, lighting and temperature on individual's response to the environment. The foundation for studying service environments, sport or otherwise, lies within the approach-avoidance framework of J. A. Russell and A. Mehrabian. As with any meaningful research stream, the contribution of the servicescape and sportscape studies is threefold in terms of theory, method and practice.
