“…Hospitality servicescape research has mainly been conducted in the context of hotels (Heide et al, 2007), restaurants (Kim and Moon, 2009;Liu and Jang, 2009), bars (Lin, 2010), theaters (Stuart and Tax, 2004), festivals (Taylor and Shanka, 2002), casinos (Lam et al, 2011), or general leisure settings (Wakefield and Blodgett, 1994). The existing research on the servicescape related to the convention setting is more focused on areas such as the exhibition attributes which encourage repeat visits (Whitfield and Webber, 2010), safety and security concerns (Hilliard and Baloglu, 2008), the relationship between the design elements used and creating an emotional connection for event attendees (Nelson, 2009), site and venue selection criteria (DiPietro et al, 2008;Robinson and Callan, 2005), the perceived quality and competitiveness of convention center facilities by both event organizers and attendees in terms of their attributes and services (Breiter and Milman, 2006;Wu and Weber, 2005) or the successful factors of a convention (Hultsman, 2001). There is a paucity of studies investigating the role and impact of the servicescape on customers' cognitive, affective and behavioral responses in event settings.…”