Leisure reimagined: mapping the enablers of restorative servicescapes

Abstract

ABSTRACT Servicescapes play a crucial role in the marketing strategies of contact-based service businesses, significantly influencing consumer experiences and well-being. Researchers have explored their potential impact on stress levels and attention restoration from various perspectives, including environmental psychology, perceived sensory dimensions and evidence-based design. This study builds upon existing knowledge by employing Interpretive Structural Modelling and MICMAC Analysis to identify the enablers that contribute to the restorative quality of a leisure servicescape. The current research reveals that enhancing servicescape restorativeness involves integrating elements such as refuge, culture, complexity, typicality, accessibility, familiarity, hygiene, space, calmness, legibility, biophilic designs and social dimension. Additionally, the investigation into the interrelationships among these factors highlights the pivotal roles of refuge and culture, influencing the efficacy of most other enablers. Servicescape typicality, however, relies heavily on the operationalization of other enablers. Notably, none of these enablers operates independently in promoting a restorative servicescape. Their interconnected associations underscore the importance for marketers in the leisure service industry to comprehend and leverage the interplay of these factors to achieve optimal results in enhancing the restorative property of their servicescapes. The study concludes by offering recommendations for marketers and policymakers to improve consumer and citizen well-being in a sustainable manner.