Prelims

Half Title

ATMOSPHERIC TURN IN CULTURE AND TOURISM

Series Page

ADVANCES IN CULTURE, TOURISM AND HOSPITALITY RESEARCH

Series Editor: Arch G. Woodside

Title Page

ADVANCES IN CULTURE, TOURISM AND HOSPITALITY RESEARCH VOLUME 16

ATMOSPHERIC TURN IN CULTURE AND TOURISM: PLACE, DESIGN AND PROCESS IMPACTS ON CUSTOMER BEHAVIOUR, MARKETING AND BRANDING

Edited by

MICHAEL VOLGGER

Curtin University, Australia

DIETER PFISTER

University of St Gallen, Switzerland

United Kingdom – North America – Japan – India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2020

Copyright © 2020 Emerald Publishing Limited

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British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-83867-071-9 (Print)

ISBN: 978-1-83867-070-2 (Online)

ISBN: 978-1-83867-072-6 (Epub)

ISSN: 1871-3173 (Series)

Contents

List of Contributors

About the Volume Editors

Lic. phil. Dieter Pfister is Head of the ‘Building Owner-Program’ at the University of St. Gallen in Switzerland. Since the 1990s, he is concerned with the connection between brand and space, strategy design and design strategy. Based on practical experience, he has developed theoretical models of holistic perception of space up to atmospheric design.

Dr Michael Volgger is a Senior Lecturer with the School of Marketing at Curtin University in Australia where he is a Co-director of the Tourism Research Cluster. His areas of expertise include tourism destination governance, product development and innovation in tourism and tourism marketing. He has published widely in high quality journals and books.

Editorial Board

• Editor in Chief: Arch G. Woodside, Distinguished Visiting Professor, College of Human Ecology, Yonsei University, Republic of Korea

• Marylouise Caldwell, Associate Professor of Marketing, School of Marketing, The University of Sydney, Australia

• S.U. Chenting, Professor of Marketing, Department of Marketing, City University of Hong Kong, China

• Hélène Christini, Professor in Political Science at the International University of Monaco, Monaco

• John Crotts, Professor of the Department of Hospitality and Tourism Management, School of Business, College of Charleston, USA

• Taylor Damonte, Director of the Clay Brittain Jr. Center for Resort Tourism, and E. Craig Wall Sr. College of Business Administration, Coastal Carolina University, USA

• Rouxelle De Villiers, Senior Lecturer, Marketing, Advertising, Retailing, & Sales, Auckland University of Technology, New Zealand

• Seven Feurer, Postdoctoral Researcher at the Institute of Information Systems and Marketing, (IISM), Karlsruhe Institute of Technology (KIT), Germany

• Tzung-Cheng Huan, Professor of Tourism, Graduate Institute of Recreation, Tourism and Hospitality Management, National Chiayi University, Taiwan

• Eunju Ko, Professor of Fashion Marketing, College of Human Ecology, Yonsei University, Republic of Korea

• Drew Martin, Director for School of Hotel, Restaurant and Tourism Management, College of Hospitality, Retail, and Sport Management, University of South Carolina, USA

• Mohammed Quaddus, Professor of Marketing, School of Marketing, Curtin University, Australia

• Michael Volgger, Senior Lecturer (Tourism), School of Marketing, Curtin University, Australia

Foreword to Insightful Reading of the ‘Atmospheric Turn in Culture and Tourism’

Arch G. Woodside

The two editors, Michael Volgger and Dieter Pfister, of this 16th volume in the Advances in Culture, Tourism and Hospitality Research (ACTHR) series provide a broad and deep vision of the meaning, processes and outcomes flowing from embracing the atmospheric turn in culture and tourism. In the lead chapter, Volgger and Pfister masterfully unite contributions from multiple disciplines to provide a foundation for developing the atmospheric turn in culture; in the same chapter they go on to do the same for developing the atmospheric turn in tourism as well. The entire volume is divided into two parts.

Part 1 presents a deep and broad coverage of the atmospheric turn in culture in eight chapters. Part 1 surprises and delights in creating a configurational treatise by blending philosophy, aesthetics, art, architecture, history, sociology, cognitive psychology and additional disciplines into a complex whole – a claim made in Chapter 1 that the eight chapters fulfil. ‘That is a remarkable achievement’, is the thought that came to mind in reading Chapter 1 that Chapters 2–9 demonstrates convincingly. Viewing J. M. W. Turner’s painting in Fig. 1 is to glimpse the promise. Connecting Turner’s painting to the contributions of Latka, Lewin, Polanyi and additional cross-discipline leaders in Chapter 1 positions the reader well for what lies ahead in reading the next nine chapters.

Part 2 is a deep and broad coverage of the atmospheric turn in tourism that the next 13 chapters deliver. These chapters include narrative case studies, empirical experimental designs and findings, as well as marketing, branding, tourism destination, architectural and geographic interpretations and insights into the atmospheric turn in tourism.

The resulting volume’s coverage of multiple disciplines’ contributions to tourism science will surprise and delight readers. This conclusion is a guarantee. I have written forewords to prior volumes in the ACTHR series. This guarantee is the first one that I ever made. The volume on the atmospheric turn in culture and tourism is a foundational interdisciplinary contribution to hospitality and tourism research. In closing, as the ACTHR Series Editor, I send congratulations and thanks to Michael Volgger and Dieter Pfister and the volume’s chapter authors for their valuable contribution in the series.