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Shortly discuss the key findings of the article and hereafter critically reflect on them. Particularly consider potential avenues for further research and relevant implications for the tourism/service sector in your reflection paper.

The article from Lin (2004), is an extensive review of previous literature that tries to sum up researchers’ findings in the field of servicescapes evaluation. The assessment of physical environments, here described as servicescapes, triggers our cognitive processes and emotions: but what comes first? This is still an unresolved dilemma, researchers argue from both stances. Due to the Gestalt approach and to Lazarus (1991), the cognitive activity would rather precede emotions, but these emotions will then affect the cognitive activity and individuals’ behaviors. It makes sense since for example, whenever I enter a new horel room I look all around first, and right after I start liking or not the accommodation. Generally, if I like the room and if it is sufficiently lighten up I may be more likely to have a positive attitude and wake up in a better mood. Understanding how the human sensory system works is also important from a managerial point of view, since service providers can then identify distance receptors and immediate receptors that people might perceive as relaxing, cheery or annoying, and thereafter choose which elements to keep in their servicescapes. For example, color psychology has been largely investigated in the last decades, and studies apply to different fields like marketing, architecture and interior design or even food. Ciotti (2016), defines what emotions should be triggered by brand colors. The table is reported below.

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Retrieved from https://www.entrepreneur.com/article/233843

Color is not the only distance receptor, light, music and scents can also play a fundamental role in influencing consumer behavior. A very good example of marketing through olfactory cues was given by Dunkin’ Donuts in 2012. They decided to spray coffee aroma in public buses in South Korea in order to bring commuters to buy Dunkin’ Donuts coffee before going to work. According to Annear (2012), the company was able to increase the sales of 29% during the campaign. The article by Lin (2004), identifies later the gaps in the knowledge and the needs for future research. First of all, the researcher finds out how poorly investigated was the cognitive process preceding emotion creation. It is important to consider it since before emotions start to get involved consumers are believed to create mental pictures and expectations of the good or service. Secondly, it might also be important to understand how the cognitive process influences emotions and behaviors. Finally, Lin (2004) suggests to take a deeper look on the roles of moderators and mediators. Examples can be how expectations shape our emotions or how the individual’s personality intervenes in our purchasing decisions. These answers could then give service providers the means to build pleasant servicescapes, since they would be able to understand customer overall evaluation process. It is relevant in tourism because destinations could really play with different colors, scents or sounds to attract more guests and make them feel at ease in their hotel room as well as in the queue waiting for the gondolas. For the same reason, for making guests’ staying a bit more pleasant, service providers should look at the 6 principles of Gestalt psychology describing how individuals group form together. For example, symmetry is very important, and usually it is a component of beauty. It can be applied to rooms or public spaces that need impressive design. In the marketing of destinations also colors, scents and sounds can be effective. Imagine the same strategy adopted by Dunkin’ Donuts applied to the promotion of the Scottish Highlands with the scent of cherry-wooden barrels spread out in shops or vehicles. Marketers in order to enhance the branding strategies, can also use colors very competitively. Marketers should first think at what do they want to represent with their brand, because colors seem to influence the perception an individual has about the “personality” of the brand itself (MG Group Italia, 2018). For example, the brand “Trentino” uses colors varying from green to blue. They reflect the feeling of calm and relaxation most of the tourists have when they go to the destination and they also recall the beauty of the lakes, the sky and the green fields. On the other side, if we think of the logo of “Colombia. Land of Sabrosura” the colors and the design are completely different. Brighter and more vibrant colors have been used and visitors can immediately connect them to the joy and hospitality of Colombian people. Studies may continue on this direction, getting some more insights in color psychology as well as in sound and scent efficiency on sales and purchases increase. Creating the perfect physical environment for tourists should be the goal of tourism providers, and I personally love when I can relate there is much attention to details in tourist accommodation and not only.

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