The popular press is replete with articles discussing the various remodeling efforts afoot in many of the prominent heritage attractions worldwide. Undoubtedly, museum curators have acknowledged the tremendous role external surroundings can play in the overall experience of the heritage visitor. This study investigates the effect of some basic environmental elements on visitors to heritage sites, illustrating that the heritage attraction’s physical environment plays an important role in determining both visitors’ attitude toward the heritage attraction and future repatronage intentions, as well as their willingness to recommend the experience to friends and relatives. The study findings indicate that environmental cues can be used as a differential tool to perpetuate brand meaning and uniqueness in the minds of the consumer, thereby creating a competitive advantage for the heritage attraction.

Purpose -This research aims to provide insight on the interactive effects of service quality and e-service quality on perceptions of retailer brand equity and also extend and test the efficacy of Baker's service environment typology in both offline and online service experiences. Design/methodology/approach -A within-subjects, simulated shopping experience immerses consumers in both offline and online shopping environments and, subsequently, consumers are surveyed regarding both offline and online quality as well as aggregated evaluations of retailer brand equity. Findings -Results demonstrate that consumer perceptions of offline and online service quality have a positive effect on retailer brand equity and service quality and e-service quality interact, such that e-service quality has a stronger effect on brand equity offline quality is low. The results also support the application of offline service environment frameworks for online retailing.Research limitations/implications -The results demonstrate the applicability of Baker's typology in both online and offline environments and reveal that customer perceptions of offline and online operations can interact to affect global attitudes toward the retailer. Practical implications -The results suggest that retailers can improve quality perceptions by enhancing both their offline and online service environments and that these quality improvements can result in enhanced consumer perceptions of brand equity. Originality/value -This study provides a first look at the applicability of offline frameworks for the service environment in an online context. Moreover, the results provide an initial assessment of how consumers update global attitudes toward a brand by consolidating perceptions across both offline and online interactions.

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this research is to examine the impact of atmospherics on consumer symbolic interpretations, and various psychological outcomes in a purely hedonic service environment.Design/methodology/approach -Field data were collected from 500 respondents in Florida across four hedonic service attraction sites and then analyzed using MANOVA in SPSS. A mediation method proposed by Baron and Kenny is utilized to determine the mediating role of consumer symbolic interpretations in the nomological network.Findings -There were four major findings. First, similar to other service sectors, environmental factors do play a critical role in determining behavioral intentions in hedonic services. Second, patrons conceptualize hedonic attractions/services in terms of both utilitarian and hedonic components. Third, consumer symbolic perceptions (meanings) do affect behavioral intentions. Finally, consumers do evaluate their service environments (ambient, design and layout and social factors) differently depending on the meanings they attach to a service environment.Research limitations/implications -Managers can tailor service environments to match the symbolic interpretations and behavioral outcomes they would like to foster in order to maximize monies spent on physical upgrades. Additional work is needed in the area of consumer meanings and symbolic interpretations.Originality/value -The study indicates that the service environment can be used as a differentiating tool to perpetuate brand meaning and uniqueness in the minds of the consumer, thereby creating a competitive advantage for the hedonic facilities and by extension ensuring repeat patronage.

Purpose -The purpose of this paper is to introduce the idea of green atmospherics and propose a conceptual framework for green service environment factors and a typology for green consumers.Design/methodology/approach -This paper takes the form of a conceptual piece. and offers a new approach to green consumerism. Green atmospherics goes beyond many of the typical factors explored in previous service environment studies. The paper examines how many terms commonplace in the design and architectural literature can be translated into the marketing arena. Factors such as daylighting, recycling, offgassing, insulation, optimal energy performance and design for the environment are discussed.Findings -The paper proposes that ''going green'' goes beyond having recyclable or even sustainable products, to an ideology that incorporates improving worker morale and retention, and giving back to the communities they are located in. Additionally, the paper makes a case for classifying green consumers based on a psychographic segmentation approach compared to the more traditional socioeconomic classification.Originality/value -This paper offers a conceptual framework for assessing green atmospherics within service environments and proposes a green consumer typology that references ''stimuli'' versus ''socio-demographics'' for categorization. A new categorization is proposed and the importance of this topic to consumers, practitioners and researchers are discussed.

PurposeThe purpose of this editorial is to introduce the reader to three papers discussing the role of atmospherics within predominantly hedonic service settings.Design/methodology/approachThis editorial introduces the papers in this special section.FindingsAtmospherics plays a significant role in determining how consumers and patrons perceive and interpret hedonic services.Originality/valueThe first study examines how atmospherics can impact the overall meanings patrons attach to visiting a hedonic facilities. The second study looks at the role of promotional materials on setting the tone for fringe festivals. The third study investigates the role of atmospherics in green consumerism.