Lesson 1

• Servicescape


  The actual, physical environment where the act of service is performed, delivered, and consumed
• Rutledge's Principles of Design for Tourism and Leisure-Related Establishments


  Principles introduced by Albert J. Rutledge on how to effectively design establishments for the purpose of both the guests and the employees
• Rutledge's Principles


  • Everything should have a purpose
  • Design should be for both employees and guests
  • Function and aesthetics should be present
  • Set up a substantial experience for the guests and employees
  • Set up an appropriate experience for guest and employees
  • Adhere to technical requirements
  • Comply with needs in the lowest possible cost
  • Establish design with less supervision
• Elements of the "Everything should have a purpose" principle

  • Natural Elements
  • Use Areas
  • Major Structures
  • Minor Structures
  • Forces of Nature
• Natural Elements


  Areas including the land itself, water areas, and plants
• Use Areas


  Areas including dining room, parking area, and game rooms
• Major Structures


  In large complexes, these pertain to buildings and dams
• Minor Structures


  Utility areas, benches for guests, walkways, and pathways
• Forces of Nature


  Wind, sun and rain effects
• Function


  The technical aspects of the operation, such as the height of a chair in relation to the table, the quality of material used in making that chair and the comfort it gives to the guest or employee
• Aesthetics


  The visual appeal of design elements
• Theming


  The use of an overarching concept to create a holistic and integrated organization of guest experience
• Importance of Servicescape


  • Expectations
  • Mood and Emotion
  • Employee Satisfaction
  • Service Production Factory
  • Function Value
• Expectations


  The environment largely influences guest expectations, even before the service process
• Mood and Emotion


  The mix of different elements will considerably affect the guest's mood even before he/she enters an establishment
• Employee Satisfaction


  The service setting has an impact on the workforce-the employees or also known as the team-who do not even use the service but are affected by it
• Service Production Factory


  The setting where the guest co-produces the experience with the different aspects of the service product
• Function Value


  The establishment's focal reason for existence is to provide safety and easy to use and understand place