Chapter 4 discusses the significance of service settings, focusing on how the environment influences both guest and employee experiences. It outlines principles of design for hospitality and leisure establishments, emphasizing the need for a practical and aesthetically pleasing servicescape that fosters positive interactions and meets both operational and emotional needs. Key topics include the importance of adherence to technical requirements, cost efficiency, and the role of ambience in shaping guest expectations and satisfaction.

1. CHAPTER 4: THE
GUEST AND THE
SERVICE SETTING

2. LEARNING OBJECTIVES
At the end of this chapter, the students should be able to:
•understand the importance of service settings or
environments:
•determine how the service environment affects guests and
employees: and
•identify the reasons why providing a safe and secure
service environment ' important for the guests.

3. REALITY BITES
• A famous Chinese restaurant in the metro is known for its dim sum and
noodles. This restaurant was built in the 1950s and it is still operated by the
same family, still utilizing the same ingredients. Upon eating. a person can see
the steam equipment where there are fresh buns in the dining room. The
entryway has no doors, but a curtain made of beads serves as its opening. The
scent of eggs and oil cooked together emanates within the restaurant's
premises. That is why when dining. a person can get a rustic feeling while
eating the sumptuous dim sum.
• Do you think the atmosphere of the dining room affects the dining
experience of the guest here?

4. WHAT IS A SERVICESCAPE?

5. •The service escape is the actual, physical environment
where the act of service is performed, delivered, and
consumed. It is very important because it is the area
where the service team and the guest interact with
each other.

6. RUTLEDGE'S PRINCIPLES OF DESIGN FOR TOURISM AND LEISURE-RELATED
ESTABLISHMENTS
1. Everything should have a purpose. There should be a good relationship between the different parts
of an establishment or, in a bigger scale, a complex. The parts are as follows:
a. Natural Elements -These areas include the land itself, water areas, and plants.
b. Use Areas — These are areas where there is an interaction between the guests and the service
staff most of the time, such as the dining room floor, parking area, and game rooms. In these areas,
it is important to check for certain technical requirements.
c. Major Structures — In large complexes, these pertain to buildings and dams.
d. Minor Structures —These include utility areas, benches for guests, walkways, and pathways.
For large outdoor complexes, it is important to establish a good street system and internal road
network so that guests would not be lost and to ensure quality of experience.
e. Forces of Nature -These include wind, sun. and rain effects.

7. 2. Design should be for both employees and guests.
-consider the physical strengths and weaknesses of the site.
-design for guest wants, guest needs
-there should be a balance in all areas-personal(guest) and
impersonal(establishment))
3.Function and aesthetics should be present.
Function pertains to the technical aspects of the operation.
-the height of a chair in relation to the table,
-the quality of material used in making that chair
- the comfort it gives to the guest or employee.
The functionality of the equipment and its beauty and appeal
should all be considered at the same time.

8. 4. Set up a substantial experience for the guests and employees. It is important that
when a guest or an employee comes in contact with the servicescape, he/she can
immediately answer the question, "What is."
• "What is in store for me?" Or,
• "What is the reason that I am here?"
• A service setting should have a holistic view on what it is that we want a guest to experience.
• Theming refers to the use of an overarching concept to create a holistic and
integrated organization of the guest experience. Planners usually use one concept or
one group of concepts in designing the tangible aspects of the service setting.
 paints used in walls,
 sounds played
 the foods served.
 different design elements introduced in a setting such as the lines, textures, forms, and colors
used.
 Dominance is observed to highlight the concept of the theme.

9. 5. Set up an appropriate experience for guests and employees. This principle will now answer the question, "Why
it is." Why is it there? Are the elements of the site supposed to be in such fashion? To aid in delivering a holistic
experience, it is important that elements of design are appropriately placed in reference to the type of the place,
whether it will be a resort, restaurant, or leisure-linked facility.
How to establish this?
 checking the physical characteristics of the site is important. An inventory of the site is important to see whether
the elements fit where they are designed, or that they are appropriately located.
 One thing most important for outdoor recreational sites is if the natural resources are intensified in a setting.
 The personality of the user and the ambiance are also considered when checking the appropriateness of a site.
 The users pertain to both guests and employees and how they are comfortable in the design of the site elements
 scaling will also take a big part in the concept. Scaling pertains to the proportion of the sizes of the design pieces
used in the concept. There are two scales that are commonly used for these settings: the human scale and the
speed scale. The human scale determines the appropriateness in size of an element with respect to the average
size of a human himself/herself. Anything larger than a human size would not be fit for the human eyes; hence,
he/she will be afraid of looking at it. On the other hand, the speed scale refers to the proportion of the sizes used
for design in reference to the nature of the activities done in the area. Is the activity stationary or moving? This
question is very important. As per rule, sizes of figures utilized in a setting for stationary activities should be small
or average size; while if a design would be placed in a moving facility, such as a zip line or roller coaster ride, for it to
be clearly seen (specifically for the advertisement materials), the design should be huge.

10. 6. Adhere to technical requirements. For a facility to function properly
and serve its guests and employees, it is required for the owner and the
management to follow and procure necessary procedures for proper
implementation of design.
• -business permit to operate and other related permits.
• -Protected Area Management Board (PAMB) is in charge for
monitoring the activities and facilities in a designated protected site.
• It is very important, however, to have a "make-or-buy" decision to
check on the overall expenditures that it may incur.

11. 7. Comply with needs in the lowest possible cost.
For developers of hospitality and tourism
establishments. it is very important that the lowest
possible cost be utilized for maximum profitability. To
others. this would be getting the lowest price for a
certain amenity or facility bought but for technical
designers of a site, this would mean considering
development as well as maintenance costs

12. 8.Establish design with less supervision. A concept that was
introduced to minimize supervision and costs that goes with it states that
proper design can encourage "good behavior" while discouraging "bad." It
means that when designing, it is important not only to clean up a space
and implement a design, but also to put in concepts that would
discourage users (guests and employees) of doing bad or untoward
things.

13. IMPORTANCE OF SERVICESCAPE
• It makes it easy for the owners, management team,
and staff to deliver the image they would want to
project to their guests.

14. EXPECTATIONS
• The environment largely influences guest
expectations, even before the service process.
• This can be reflected as the guest would
expect cleanliness as a primary concern in most
cases.

15. • ASEAN Green Hotel Standard The Association of Southeast Asian Nations (ASEAN) Green
Hotel Standard awards hotels with certification process that increases environment-friendly and
energy conservation in the ASEAN lodging sector.

16. MOOD AND EMOTION
•Another importance of the servicescape is that
it sets the mood for the guest and somehow
evokes their emotion along their experience.
•Consistency is the key

17. MOOD AND EMOTION
• Ellis (2008) highlighted in his study that experience staging is
very important, most especially in recreation establishments.
This concept includes traditional organized programs which
extends to guest interactions, activities, programs, events
services, and ultimately, the venue (servicescape) itself.

18. EMPLOYEE SATISFACTION
• It is a very significant part of the employees' daily routine because they
work in these places most of the time, hence the exposure. Naturally,
the service setting should be clean and orderly, conducive to work in,
and well-designed to harness employee satisfaction, which somehow
relates to guest satisfaction. Special attention to details in the service
setting motivates the employees to work as they know they can be
productive in a safe and orderly place.

19. • A study made in the banks of Turkey (Leblebici, 2012) shows that workplace environment in
terms of physical as well as behavioral components is a part and parcel to achieve work
productivity of the employees. For the work setting, areas that are deemed important to them
include furniture and furnishings, office space, interior surface, and storage of materials. While
behaviorally, interpersonal relationships, emotional factors, job assignment, overtime duty, and
extended work contribute to the employees' positive environment.

20. SERVICE PRODUCTION FACTORY
• Under the service production factory, the guest undergoes and co-
produces the service experience and the service setting has a big
role in the guest’s satisfaction and, eventually, loyalty.
• Heide (2007) emphasized the role of architecture in shaping the
guests' experience and how they react on it. Hotel managers, as
part of the planning process of the service setting, regarded
ambience as a very important aspect in the operations, nourished
by staff attitude through friendliness and care.

21. FUNCTION VALUE
• With the guest as its central concern, the establishment's focal reason for
existence is to provide safe and easy to use and understand place.
• Hilliard (2008) The paper involved exploring attitudes of the different planners
regarding the concept of safety and security and checking how these attributes
affect the site inspection process of the planners while influencing the
decision-making process of the planners in selecting the hotel as a probable
venue. Consistent with previous studies, the respondents clearly indicated that
safety is a usual and significant factor in selecting a hotel as venue, and most of
them asked about safety and security factors.

22. THANK YOU!
BY: MYLA C. OROLAZA, LPT