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Setting The Scene for the Guest Experience

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by

Cherry Villalon

on 2 February 2016

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Transcript of Setting The Scene for the Guest Experience

theming

is a way to add value
to the
guest experience
The environment is
in effect the setting for a dramatic production or play in which the guest is a participant.
CREATING
THE “SHOW”
Setting the Scene for the
Guest Experience

the service itself
the service environment
the service delivery system
The lesson that Disney has taught everyone is that :
by

paying attention
to the details of creating a themed show, they can add quality and value to the guest experience
.
The
three component
elements
of the
guest experience:
. The details of the environment
and employees are carefully themed

. Organized and presented around a
unifying idea, often a fantasy idea

POSITIVE
Contributes
to
maintenance
of the
fantasy
Enhances
visual
stimulation
Helps to find
one’s way around
with the
visual cues
it
provides
It
gives guests something to talk about after they’ve gone home.
It reinforces their remembrance
of what they’ve done
Create
an
emotional connection
with the
experience
Provides
additional
confirmation
of the
experience’s value
Theming is an opportunity
for the organization to add WOW
to the experience, by providing more
than guests expect
The theming begins with:
the ship’s outward appearance
continues with the hallways
food
activities

NEGATIVE
NEGATIVE
Themed
environment
is not always appropriate
Theming
has its
risks
By definition,
theming places limits on what the organization can offer in terms of service, setting, and delivery system. Compared to an all-purpose non-themed restaurant, a themed restaurant will generally have a narrower range of menu offerings
Themed restaurant
will generally
have a narrower range
of menu offering.
Aspects
of the
physical setting
—building design
-layout of physical objects
-lighting
-colors
-equipment
-signs
-employee uniforms
-smells
-sounds
-materials
Control
and
Focus
Most attractions
are designed to control
the experience.
The
Architecture
“As in all good dramaturgy,
the most important ingredients
of Kalevala are the contrasts between
good and evil, and light and dark.
We therefore split the hotel into a light part
and a dark part and the dividing line runs
through the bar. On one side it’s completely
white where they serve clear spirits and
on the other side, where the bar is black
they serve just dark spirits.”

-Lena Mossberg
Sights
and
Sounds
Sound is often an
important service-setting
element.
Music is a particularly
potent environmental
factor.
The sounds (most often music) should complement the experience
that the organization is trying to
provide to its target guests.
The sounds of music can also affect
guest behavior.
Lighting
is an
important feature
of most
service settings
Lighting can focus the eye toward visual cues that emphasize the theme of the experience and away from things that detract from the theme.
The sounds and visual effects merge, with no sense of
overlap, to provide a smooth transition from one phase of the fantasy that makes the experience
to the next.
The
Entertainment
Control System
Designed to maximize each
guest’s experience by managing
the visual and auditory aspects
of the setting
Full transcript