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What Colour and Light Do in Service Atmospherics: A Neuro-Marketing Perspective

Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding

ISBN: 978-1-83867-071-9, eISBN: 978-1-83867-070-2

Publication date: 29 November 2019

Abstract

This chapter explains the role and potential of colour and lighting as two important elements of the service atmosphere in tourism and hospitality service encounters. The chapter first explains the importance of colour and lighting in services from the perspective of customers’ sensory perceptions. Then, the chapter provides examples to demonstrate how psychological/neuro-marketing tools of Eye Tracker and Facial Recognition, Galvanic Skin Response (GSR) and Heart Rate (HR) can be used to understand the role of colour and lighting in customer satisfaction in tourism and hospitality service encounters. Based on this perspective, the study offers recommendations to design service environments in terms of colour and lighting.

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Acknowledgements

Acknowledgement

The authors would like to thank free photo sharing websites of freepic.com and pixabay.com for making photos available for free use.

Citation

Ozkul, E., Boz, H., Bilgili, B. and Koc, E. (2019), "What Colour and Light Do in Service Atmospherics: A Neuro-Marketing Perspective", Volgger, M. and Pfister, D. (Ed.) Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding (Advances in Culture, Tourism and Hospitality Research, Vol. 16), Emerald Publishing Limited, Leeds, pp. 223-244. https://doi.org/10.1108/S1871-317320190000016022

Publisher

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Emerald Publishing Limited