Adaptation of the e-servicescape model to the online exhibition industry
Consumer Behavior in Tourism and Hospitality
ISSN: 2752-6666
Article publication date: 27 February 2023
Issue publication date: 15 August 2023
Abstract
Purpose
The servicescape model has been widely adapted in various service industries, but this model may not be applicable if the exhibition is transformed from physical to online. Moreover, there is only a handful of research on online exhibitions; studies focusing on visitor behaviors from various types of online exhibitions and the differences between genders are still lacking. This study aims to examine the different variables in the e-servicescape model and discuss how e-servicescape affects visitor behavior based on the exhibition types and gender differences.
Design/methodology/approach
The e-servicescape model is adapted in this study. Qualitative interviews were conducted prior to a quantitative online survey to examine by regression analysis the relationships among the dimensions in e-servicescape and how it affects visitor subsequent behavior. Data analyses are based on the differences between exhibition types and gender differences in response to the three environmental dimensions, namely, aesthetic appeal, layout and functionality, and security concern.
Findings
The findings show that visitors pay more attention to artistic enjoyment in art-related exhibitions and focus on informative issues in other types of exhibitions. “Aesthetic appeal” and “layout and functionality” are important to both genders, but little concern is shown to computer security issues. Female visitors are concerned with aesthetic design and male visitors stress layout and functionality elements. In terms of the security concerns, females have no concern about cookies function, while males have no concern on leaving search history on the website.
Originality/value
There is no previous relevant research on the relationships and influence between e-servicescape and online exhibition; this study focuses on the application of e-servicescape to the online exhibition industry and helps fill this research gap.
Keywords
Acknowledgements
This paper forms part of a special section “Changing dynamics of hospitality and tourism experiences and servicescapes in the ‘new normal’”, guest edited by Saurabh Kumar Dixit, Xiang Ying Mei and Sandhiya Goolaup.
Citation
Leung, W.K., Ho, G. and Leung, R. (2023), "Adaptation of the e-servicescape model to the online exhibition industry", Consumer Behavior in Tourism and Hospitality, Vol. 18 No. 3, pp. 373-385. https://doi.org/10.1108/CBTH-04-2022-0100
Publisher
:Emerald Publishing Limited
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