Successfully reported this slideshow.
@marketscapes©	  Copyright,	  Ela	  Veresiu	                      0	  
DisclaimerThese slides were designed by Ela Veresiu (everesiu@me.com) to illustrate thetheoretical insights from one part ...
2	  
Servicescapes Literature“    (Arnould and Thompson 2005, 874-75) 	                                                  •    B...
4	  
Multiplicity of Competing Meanings on the Hill                                                   Profitable Site          ...
The Politics of Spaces/Places                   Doreen Massey                   “[I]f as I have argued there are indeed mu...
Profitable Site                                                                                          Historical Site  ...
Given that a servicescapeis a locus of political contestation, what role does materiality play inthe sustenance of its com...
Association for Consumer Research Conference, Vancouver, BC	          StrategicServicescapingThe Materialization of Meanin...
Our PropositionWe define servicescaping as the strategic process ofmaterializing the commercially desired meaning of aspac...
Illustrating The Process of Strategic Servicescaping                       Analysis 1:             Trace the Genealogy of ...
Chapter 1: Rural Retreat (1877 – 1933)                                         12	  
Chapter 2: Hitler’s Retreat (1933 – 1945)                                            13	  
Chapter 3: U.S. Military Retreat (1945 – 1995)                                                 14	  
Chapter 4: Historical & Enjoyable Retreat (1996 – Present)                                                             15	  
Analysis 2: Data Collection                  12 international tourists                                                    ...
Empirical Findings: Three Servicescaping Strategies         Materializing (Channeled) History            Counteracts charg...
Servicescaping Strategy 1: Materializing (Channeled) History“                                             Hans            ...
Servicescaping Strategy 1: Materializing (Channeled) History“                                            Hans             ...
Servicescaping Strategy 1: Tourist Response“                                          Hans                                ...
Servicescaping Strategy 2: Materializing Responsible Enjoyment“                                           Peter           ...
Servicescaping Strategy 2: Materializing Responsible Enjoyment“                                           Peter           ...
Servicescaping Strategy 2: Tourist Response“                                                 Peter                        ...
Servicescaping Strategy 3: Materializing Permeable Boundaries“                                           Henry            ...
Servicescaping Strategy 3: Materializing Permeable Boundaries“                                           Henry            ...
Servicescaping Strategy 3: Tourist Response“                                           Henry                              ...
Anticipated Contributions                            27	  
Extending the Literature on Servicescapes1                                  •                                    •        ...
Extending the Literature on Market System Dynamics2                                  •                                    ...
Extending the Literature on Commercial Mythmaking3                                 •                                   •  ...
Thank you!             31	  
Upcoming SlideShare
Loading in …5
×

Veresiu and Giesler_Strategic Servicescaping_ACR 2012 Presentation

4,212 views

Published on

These slides were designed by Ela Veresiu (everesiu@me.com) to illustrate the theoretical insights from one part of her dissertation research. In her research, she investigates how market spaces are created and influence culture, society, and consumer behavior.

These slides were presented at the 2012 North American Conference of the Association for Consumer Research.

This is a PDF version. The PPT version is available by email.

Thank you!
Ela

Published in: Education
  • Be the first to comment

  • Be the first to like this

Veresiu and Giesler_Strategic Servicescaping_ACR 2012 Presentation

  1. 1. @marketscapes©  Copyright,  Ela  Veresiu   0  
  2. 2. DisclaimerThese slides were designed by Ela Veresiu (everesiu@me.com) to illustrate thetheoretical insights from one part of her dissertation research. In her research, sheinvestigates how market spaces are created and influence culture, society, andconsumer behavior.These slides were presented at the 2012 North American Conference of theAssociation for Consumer Research. This is a PDF version. The PPT version is available by email. Thank you!Ela VeresiuMarch 28, 2013 1  
  3. 3. 2  
  4. 4. Servicescapes Literature“ (Arnould and Thompson 2005, 874-75)   •  Bitner 1992 •  Borghini et al. 2009 •  Brown and Sherry 2003 These studies highlight how •  Maclaran and Brown 2005 servicescapes transform cultural •  Price and Arnould 1999 ideals into material realities and, •  Sherry 1998 furthermore, how treasured cultural •  Visconti et al. 2010 narratives, such as Wild West •  etc. mythologies, tales of athletic achievement, or romantic narratives of revitalization through nature, are reworked to serve commercial aims and to channel consumer experiences in certain trajectories. 3  
  5. 5. 4  
  6. 6. Multiplicity of Competing Meanings on the Hill Profitable Site Historical Site Commemorative Site Tourism Businesses Jewish Historians Assn. Wellness Site InterConti Tourists Entertaining Site Brand Local Neo-Nazis Farmers Politicians Pilgrimage Site Natural Site Democratic Site 5  
  7. 7. The Politics of Spaces/Places Doreen Massey “[I]f as I have argued there are indeed multiple meanings of places, held by different social groups for instance, then the question of which identity is dominant will be the result of social negotiation and conflict.” (Massey 1994, 141)   6  
  8. 8. Profitable Site Historical Site Commemorative Site Tourism Businesses Jewish Assn. HistoriansWellness Site InterConti Tourists Entertaining Site Brand Local Neo-Nazis Farmers Politicians Pilgrimage Site Natural Site Democratic Site 7  
  9. 9. Given that a servicescapeis a locus of political contestation, what role does materiality play inthe sustenance of its commercially desired meanings over time? 8  
  10. 10. Association for Consumer Research Conference, Vancouver, BC   StrategicServicescapingThe Materialization of Meaning in a Politically Contested Servicescape Ela Veresiu Markus Giesler Witten/Herdecke University Schulich School of Business @shapingmarkets 9  
  11. 11. Our PropositionWe define servicescaping as the strategic process ofmaterializing the commercially desired meaning of aspace while, at the same time, suppressingcompeting meanings that can undermine itscommercial viability. 10  
  12. 12. Illustrating The Process of Strategic Servicescaping Analysis 1: Trace the Genealogy of the Hill Analysis 2: Explore Material Strategies 11  
  13. 13. Chapter 1: Rural Retreat (1877 – 1933) 12  
  14. 14. Chapter 2: Hitler’s Retreat (1933 – 1945) 13  
  15. 15. Chapter 3: U.S. Military Retreat (1945 – 1995) 14  
  16. 16. Chapter 4: Historical & Enjoyable Retreat (1996 – Present) 15  
  17. 17. Analysis 2: Data Collection 12 international tourists 4 InterConti Hotel Staff volunteered for in-depth interviews volunteered for in-depth interviews between 2010 and 2012 between 2010 and 2012local business owners 6 3 politicians volunteered for in-depth interviews volunteered for in-depth interviews between 2010 and 2012 between 2010 and 2012 1120 pages Longitudinal Hermeneutics of online materials (e.g., news reports, forum (Thompson 1997; Giesler 2008) discussions) and historical data 16  
  18. 18. Empirical Findings: Three Servicescaping Strategies Materializing (Channeled) History Counteracts charge that history is ignored Materializing Responsible Enjoyment Counteracts charge that dark tourism is promoted Materializing Permeable Boundaries Counteracts charge that site is not managed responsibly 17  
  19. 19. Servicescaping Strategy 1: Materializing (Channeled) History“ Hans German politician, Leftwing party It’s too late now, but I still think its [the two-column model] wrong because Obersalzberg is famous in the world for being the idyllic place where Hitler tried to rule the world. The Bavarian government has tried to erase the physical memories and if you want the Nazi regime to be useful for our democracy now, you have to have the physical traces. You need the physical contact with the past. 18  
  20. 20. Servicescaping Strategy 1: Materializing (Channeled) History“ Hans German politician, Leftwing party The second pillar, about 200 yards away, is the Obersalzberg Documentation Center, a museum of the Nazi era […] . The museum is not huge, but its displays in no way Gunther shy away from the horrors of German historian Nazism. In fact, the Documentation Center has had some beneficial unforeseen consequences, not least that many Germans who would otherwise come to this area of the Bavarian Alps only for a holiday now spend some time getting a vivid reminder of savage plans and demented theories that were concocted in part right here. 19  
  21. 21. Servicescaping Strategy 1: Tourist Response“ Hans German politician, Leftwing party So our first day we headed up to Eagles nest. What a great location just 5-10 minutes walk from the hotel [InterContinental] and youre at the bus station for Eagles Nest. Gunther […] we then walked over to the German historian Documentation Centre that gave us a totally different view of life in Germany during the war and many facts that I was unaware of. From here a few minutes walk through the forest to Hotel Zum Turken to see the underground bunkers. Another Sonja amazing find and all within 10 Tourist from U.S.A minutes walk of the hotel. 20  
  22. 22. Servicescaping Strategy 2: Materializing Responsible Enjoyment“ Peter German journalist This continues to be an appalling situation. The bathroom shower- heads in the InterContinental hotel rooms are reminiscent of the false shower-heads in the gas-chambers of Auschwitz. […] And the apparent choice of beige uniforms for the staff are similar to the brown shirts of the Nazi era. 21  
  23. 23. Servicescaping Strategy 2: Materializing Responsible Enjoyment“ Peter German journalist These shower-heads were first used at the Savoy 104 years ago. Its a pathetic comparison. […] The ICH Group is aware that this hotel is built on sensitive ground, but we Ralf believe that the time is right to move InterContinental Hotel Manager on, touristically, and we do so with integrity and transparency. 22  
  24. 24. Servicescaping Strategy 2: Tourist Response“ Peter German journalist The IC Hotel is built very near the site of the Berghof, which was the mountain home of Adolf Hitler, part of a huge Nazi complex. […] With such associations, it was with some reservation that we stayed at this hotel. I had a voucher to Klaus Member of City Council stay at an IC hotel, and thought that this would be an opportunity to make use of it before it expired. However, it is such a wonderful area, with a very long history, with so much to see and experience, that our stay here proved to be the absolute highlight of a tour of Salzburgerland and Berchtesgaden. […] This hotel is not just a place to stay, it is Seth Tourist from U.K. an experience in itself. 23  
  25. 25. Servicescaping Strategy 3: Materializing Permeable Boundaries“ Henry International Journalist By neither clear-cutting and obliterating the ruins nor "managing" the site in a historically responsible manner, the Germans have inadvertently sanctioned a de facto shrine to their dead Nazi leader. […] the Hitlerpilger [Hitler pilgrims] come not just from Germany but from across Europe and the United States, in particular from France, Belgium, and the Netherlands.     24  
  26. 26. Servicescaping Strategy 3: Materializing Permeable Boundaries“ Henry International Journalist Far from rejecting the sites obvious connection with Germanys World War II history, we constantly confront it in our own way. For instance, we have decorated our rooms with the Wolfgang carefully chosen art of Nazi-banned InterContinental Hotel Staff painter, Otto Müller. […] The staff is available to answer questions on the history of the area and direct guests to the nearby Obersalzberg Documentation Center. 25  
  27. 27. Servicescaping Strategy 3: Tourist Response“ Henry International Journalist It is a nature lovers paradise with views of the famous Watzman, hiking treks starting right at the front door. […] The nearby documentation center "Obersalzberg" offers an Wolfgang impressive small exhibition about InterContinental Hotel Staff the darker side of the Obersalzber´s history. I would recommend the hotel to everyone looking for a nice break in stunning nature. Raji Tourist from Singapore 26  
  28. 28. Anticipated Contributions 27  
  29. 29. Extending the Literature on Servicescapes1 •  •  •  •  Booms and Bitner 1981 Sherry 1998 Brown and Sherry 2003 Maclaran and Brown 2005 In contrast to previous more •  Borghini et al. 2009 •  Visconti et al. 2010 social constructivist oriented •  etc. approaches, we develop the strategic process of servicescaping used to sustain a place’s desired meanings through its materiality, despite a multiplicity of competing meanings. 28  
  30. 30. Extending the Literature on Market System Dynamics2 •  •  •  •  Giesler 2008 Humphreys 2010 Karababa and Ger 2011 etc. Like Karababa and Ger (2011), we explore the historical shaping of consumption, but we highlight the important role of servicescaping in the commercially-mediated sustenance of a particular historical memory. 29  
  31. 31. Extending the Literature on Commercial Mythmaking3 •  •  •  Peñaloza 2000, 2001 Holt 2004 Thompson 2004 While previous studies have •  Thompson and Tian 2008 focused on the rhetorical •  Giesler 2012 •  etc. tactics used to enrich goods, services, and tourism regions with myths in order to add value to the consumer, they have omitted the material strategies also necessary to sustain these myths. 30  
  32. 32. Thank you! 31  

×