How emotional response mediates servicescape impact on post consumption outcomes: An application to opera events

• Published in: Tourism management perspectives 2020-04, Vol.34, p.100660, Article 100660
• Main Authors: Tubillejas-Andrés, Berta, Cervera-Taulet, Amparo, Calderón García, Haydee
• Format: Article
• Language: English
• Subjects: Emotions; Loyalty; Mediation; Perceived value; Performing arts; Satisfaction; Servicescape
• ISSN: 2211-9736; 2211-9744
• DOI: 10.1016/j.tmp.2020.100660

The purpose of this study is to examine how emotions mediate the impact of a holistic servicescape -physical and social- on post-consumption outcomes in the performing arts. Partial Least Square (PLS) was conducted to test the mediation hypothesized relationships on a sample of 867 opera goers. The proposed research model was largely supported by the evidence, and the mediating role of emotions was confirmed. Servicescape influences direct and indirectly attendees' post consumption in opera given that emotions play a partial mediating role which is greater in the case of positive emotions. Based on the results, this study offers specific theoretical and managerial implications concerning the importance of creating positive experiences through suitable servicescapes considering emotions. [Display omitted] •Emotions mediate servicescape impact on post consumption outcomes.•Creating positive servicescape experiences contributes to improving positive emotions.•Servicescape has to be considered also by its social dimension.•Findings suggest that mediation of positive emotions is greater than negative ones.•Emotions mediating effect is particularly relevant in value perceptions.