TECHNOLOGICAL EDUCATION INSTITUTE of CENTRAL
MAKEDONIA
FACULTY of ADMINISTRATION & ECONOMY
DEPARTMENT OF BUSINESS ADMINISTRATION
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servicescape
Course : Global Hospitality Management
Tutor : Dr. Sigala Marianna
Koukidou Eirini
Teneketzis Stavros
Xanthopoulos Charalampos
January, 2015
1
AN EXRERIENCE…
“I am waiting some wines from Africa. Have they arrived?” was the first phrase we
heard from mr. Vassilis Tsaktsarlis to his secretary, when we had the honor to begin the
conversation with him. But the journey to “Ktima Biblia Chora” starts with the soft touch of
snowflakes, the cool breeze of Paggaio Mountain and the infinite horizon’s view, of the
North Aegean sea, unfolding in front of our astonished eyes. As we walked by the grape
fields we felt the ancient history of the earth embracing us, because from the time of old
Phoenicians until now, that ground, they found only for one reason: grape plantation. After
some walking and as the snow started falling heavier we thought to visit the big mansion
that towered on the roots of the mountain, behind the vineyards.
A friendly employee welcomed us when we reached the back gate of the mansion. A
huge room full of distilleries, empty barrels and other machinery was the first picture of the
interior. It was beautifully strange how the place had such balanced structure, so the metallic
colors could bound with stone and wood. We passed some stone-carved corridors following
the glowing pale light further inside the mansion, until we reached the main office center.
The cozy atmosphere changed our temperature to normal again with the warm welcome of
the staff. A short stop to the meeting room and off we go straight to the heart of the mansion.
There awaited the true servicescape experience. Great chandeliers adorned the high ceiling
and a two-sided stair overtopped the middle of the great hall. After a conducted tour full of
unique experiences we saw the winery’s heart at last. Behind of the tasting room’s glass
wall, opened the cellar. A small door gave us the opportunity to take a closer look deeper
into the untold secrets of the wine. Original as the earth and mystical as space were the
smells that traveled us to the meaning of winemaking. Such was the experience that the time
passed extremely fast as we, like hypnotized beings, wandered around to this enormous
place, between all that filled barrels.
Finally as the magic of wine mysteries was fading away, we found ourselves to the
meeting hall again with a cup of hot coffee and the one of the two founding fathers ready to
end our servicescape curiosity.
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No great wine without the total commitment of the winegrower…
“Attaining the purest expression of terroir, such should be the perpetual
pursuit of the winegrower in his daily efforts. Every act counts. From the
vine, where the grape, interpreter of the soil’s subtleties, is born, through to
the winery where the fruit is slowly transformed, the hand of the
winegrower along with the tradition and spirit that inspire him are
decisive. This passion follows through to the cellar by the bottling of
unfiltered wines. This high quality approach preserves the finest
constituents of a wine, all these good elements that will allow the wine to
develop its noble structure and its multiple aromas. Whatever the cru or
the vintage may be, the ambition of the winegrower would be to stimulate
the wine lover’s pleasure. Step for step, detail for detail, he should commit
himself fully in order to preserve the soul of the wine. There can be no
great wine without the total commitment of the winegrower.”
Terroir and the Winegrower - Jacky Rigaux, 2006.
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CONTENTS
ABSTRACT p. 5
LAND OF VIVLIA CHORA p. 6
1. SOME HISTORY p. 6
2. BIBLIA CHORA DESCRIPTION p. 6
2.1 The winery p. 7
2.2 The vineyard p. 12
ELEMENTS OF PHYSICAL EVIDENCE p. 14
3. FACILITY EXTERIOR p. 14
4. FACILITY INTERIOR p. 19
5. OTHER TANGIBLES p. 25
PHYSICAL ENVIROMENT DIMENSIONS p. 27
6. AMBIENT CONDITIONS p. 27
7. SPATIAL LAYOUT AND FUNCTIONALITY p. 30
8. SIGNS, SYMBOLS AND ARTIFACTS p. 33
SERVICESCAPE: AFFECTING EMPLOYEE AND CUSTOMER
BEHAVIOR p. 35
9. BEHAVIORS p. 35
10. INTERNAL RESPONCES TO THE SERVICESCAPE p. 36
10.1 Environment and Cognition p. 37
10.2 Environment and Emotion p. 37
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10.3 Environment and Physiology p. 38
CONCLUSIONS, IMPLICATIONS AND CONNECTIONS p. 38
11. CONCLUSIONS p. 38
12. MANAGERIAL IMPLICATIONS p. 39
13. PROVIDERS (EMPLOYEES ETC.) p. 39
APPENDICES p. 40
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ABSTRACT
Servicescape theory works to explain the effects the physical evidence in a service
environment have on customer mood states and behavioral intentions (Bitner, 1992). Since it
is acknowledged that tourism destinations (Hu and Ritchie, 1993) and wine regions (Hall,
Johnson and Mitchell, 2000) are a combination of tourist facilities and services, a wine
region is viewed as a context-specific service environment. Thus, servicescape elements
such as ambient conditions, spatial layout and functionality as well as signs, symbols and
artifacts (Bitner, 1992) are included in the winescape.
Wine tourism is the visitation to vineyards, wineries, wine festivals and wine shows
for which grape wine tasting and/or experiencing the attributes of the grape wine region are
the primary motivators (Carlsen and Charters, 2006; Hall, Johnson and Mitchell, 2000).
Wine tourism research, although in its infancy stage, is of growing importance to both the
wine and tourism industries. Wine tourism creates better synergies with the development of
regional economies (Carlsen, 2004; Gammack, 2006; Hall, Johnson and Mitchell, 2000),
builds greater brand awareness and involvement (O’Neill and Charters, 2000) and increases
post visit purchase behaviors (Johnson and Bruwer, 2007; Mitchell and Hall, 2006).
However, the early body of research in the field is largely conceptual in nature, lacking in
theoretical underpinning and empirical application (Carlsen, 2004; Mitchell and Hall, 2006).
A construct commonly used in wine tourism literature is the ‘winescape’ (e.g.
Bruwer and Alant, 2009; Carmichael, 2005; Peters, 1997). Generally, the winescape refers
to attributes of a grape wine region (Peters, 1997). Specifically, the winescape encapsulates
the interplay of “vineyards, wineries and other physical structures, wines, natural landscape
and setting, people and; heritage, towns and their architecture and artifacts within them”
(Johnson and Bruwer, 2007, p.277). Findings suggest that the winescape is what primarily
motivates and drives wine tourist behavior (e.g. Carlsen and Charters, 2006; Hall, Johnson
and Mitchell 2000).
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LAND OF BIBLIA CHORA
1. SOME HISTORY
Ktima Biblia Chora is situated on the slopes of Pangeon Mountain, at the village
Kokkinochori, near the town of Kavala in the northern-east of Greece. In 1998, Vassilis
Tsaktsarlis and Vangelis Gerovassiliou created a vineyard of biological cultivation which
today extends to over 350 acres. Within this stretch of land is the modern winery in which
the wines of the Estate’s wineis produced.
The name “Biblia Chora” certainly contribute the myth behind the successful
serviscape. A historical research from the time of Phoenicians since today, by a Greek
chemical-oenologist miss Stavroula Kourakou-Dragona, named the wine of this aria
“Biblinos Oinos” and the land “Biblia Chora”.
From back then to now, we find the white wine “Ovilos” (Semillon 50%, Assyrtiko
50%) with a great distinction and the higher rate between all Greek wines, from Les
Citadelles Du Vin 2014 competition in France, as the white wine “Areti” (Assyrtiko 100%)
had the same distinctions from Mundus Vini 2014 competition in Germany.
The philosophy of the winemaking focuses on the production of high quality wine
that is bind by the ecosystem of Paggeon Mountain and expresses the uniqueness of the
natural surroundings. To accomplish such an achievement the whole process of winemaking,
from viticulture through vinification, is carried out with extreme care based on their
knowledge and experience, a result of tradition and technology.
2. BIBLIA CHORA DESCRIPTION
The winery (including the estate) and vineyards are situated at an altitude of 380
meters at the foot of Pangeon the village Kokkinohori of Kavala, just 100km east of
Thessaloniki and 50km before the town of Kavala. The view from the winery leads the
visitor’s eye towards the Strymon Gulf and continues until Mount Athos. Kokkinochori is
one of the seven villages of the Municipality of Orfani, the first geographical Municipality
of Kavala, the visitor meets when coming from Thessaloniki and along the old highway to
Kavala. The inhabitants of the municipality are mostly farmers and cultivate vineyards, olive
and almond trees.
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2.1 The winery
The construction of the winery started in June 2001 and was completed in May 2007.
The graceful, imposing building of Domain Biblia Chora is surrounded by the vineyards of
the Estate giving a different feel to it according to the season and colors of the environment.
In its interior, the winery consists of production and bottling spaces, aging in oak barrels or
bottles, wine tasting areas as well as a reception and lounging area along with a multiplex
room designed to host events, seminars or conferences. The whole of the interior reveals the
owners’ exceptional taste and the philosophy of quality and high aesthetics in all aspects
concerning winemaking.
The production space is formed in two levels and configured in this way so as to
enable the works that take place especially during the harvest. It is also equipped with
cutting edge technology means of vinification such as: crushing machines, pneumatic press,
stainless tanks for the pre-fermentation maceration of white and rose wines, stainless steel
fermentation and stabilization tanks with controlled cooling system.
The space for wine ageing in oak barrels consists of two rooms of different levels
and architecture. Hundreds of French oak barrels with a capacity of 225l give the red and
some white wines of the Domain the beneficiary attributes of wood under ideal maintenance
and aging conditions in the stable temperature of 14 degrees and 80% humidity throughout
the year.
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The bottling area situated as a natural extension of the space. Includes the
automated bottling machine, the bottle washing system, wine filling and installation of
natural cork. On the same space, there are the capsule and labelling machines, which are
used a few days after bottling and completes the wine production process.
The wine storage space is situated underground. The wine is ready and put in carton
or wooden boxes where it remains in low temperature until the time comes to be transported.
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The reception area is a well-attended space where guests can have a look at the numerous
books about wine and enjoy the view of Pangeon Mountain until their tour around the Estate
begins. On the top floor of the building, there are 4 studios (under the names Areti, Galipsos,
Ovilos and Biblia Chora) tastefully decorated and fully equipped to meet the needs of
modern accommodation for anyone who wishes to stay and experience the atmosphere of
the Estate.
The multiplex area overlooks the top floor barrel room and it’s equipped with state
of the art audiovisual technology and projection devices, which makes it ideal for
conferences and any kind of social events.
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The cellars in the basement of the Domain consist of vaulted rooms made according
to the ideal ageing conditions. The areas lead to the wine tasting space through a glass wall
that gives the visual perspective of both sides. Visitors can taste the different types of wine
while marveling at the impressive view of the barrels waiting quietly for the wine to age.
The environment combines the classic style with the modern, wood with stone, inox and
glass.
2.2 The vineyard
The private vineyards of Domain Biblia Chora are situated at an altitude of 380
meters and they stretch over about 350 hectares. The regional climate is purely
Mediterranean with mild winters and cool summers affected both by the sea breeze of the
Aegean and the volumes of mount Pangaion. There is a great temperature difference
between daytime and nighttime, which acts beneficially upon the slow maturing of the
grapes. The soil is rocky, barren, limestone, clayey with good levels of drainage.
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The vineyard is cultivated according to the biological agricultural standards,
respecting the environment and the local flora and fauna as well as the people involved. The
varieties presently cultivated at Ktima Biblia Chora are the Greek Assyrtiko and Agiorgitiko
and the foreign Sauvignon Blanc, Chardonnay, Semillon, Gewürztraminer, Syrah, Cabernet
Sauvignon and Merlot.
Experimentations with Greek and foreign varieties are constantly taking place at the
Domain in order to note their adaptation in the area as well as their wine potential. A great
deal of attention is also given in the cultivation and consequent revival of some unknown
varieties of the area of Pangeon Mountain.
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ELEMENTS OF PHYSICAL EVIDENCE
3. FACILITY EXTERIOR
When coming upon the estate of Biblia Chora the scenery resembles that of the
wineries of Burgundy and Bordeaux. Built upon the slopes of Paggaio Mountain the estate
captivates the eye, while succeeding to harmoniously blend with the environment.
Surrounding environment:
Visitors be either by vehicle or foot, gain access to the estate by an entrance situated at a
level lower than the level height of the estate, connected to the main road. The estate itself
including some vineyards adjacent to it is surrounded by a tall stone made wall. The wall itself
gives the feeling of old and adds the feeling of grandiose although the winery was constructed
from scratch in the later years.
The estate can be accessed by the main gate, situated at the center of the estate facing the
door of the manor itself. The gate is constructed by wood painted in earthly brown color. The
size of the gate and its placement to the wall enhances evermore the feeling that a medieval
châteaux of old would give.
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The gate leads to a slightly acclivity road that seems to be paved with large blocks of
stone several meter long and wide offering a smooth walk instead of the probable annoyance a
dirt road would provide if it had not been modified. The road itself has rows of trees neatly
situated across the sides, and with equal spacing among them whereas next to them two fields of
vines stretch, one at each side each field almost forming a perfect cube whose grid is made of
lawn. The road also has light stands across it on both side thus making it easily visible during
night hours.
Signage:
There are clear signs indicating where the private entry road begins. The signs
themselves are both in English and in Greek. The material on which they are designed upon is
carved wood.
Parking:
If one wishes to park their vehicle though they must drive all the way up to the winery
itself and park at the side which also seems to serve as a loading bay.
The parking itself is quite spacious, though it allows the view of the personnel entrance which
should probably be avoided.
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Landscape:
Half way to reaching the main entrance of the château itself the road connects to a small
circular yard. The stone floor of the yard is made in such a manner that the floor reminds of the
circles found at a tree log. The circle itself is divided in 4 circles in total. Form the a straight
path leads right up to the entrance of the estate while there is a second path that leads to the
parking site thus connecting the parking to the main road.
Exterior design:
A single set of stairs that breaks into two set of sets composed of a small number of s
leads to the main building.
The main building is made of two floors. The ground floor has a large area at the
front though elevated from the ground level of the road thus making it seems like a
courtyard balcony of a rectangular shape. (The idea is better imagined with connection of
the above photograph) On both sides there are garden cut only by the staircase itself.
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Construction materials:
The materials used are of modern origin since the estate itself was only created in
1998. The owners went to great length to not make it look generic. Two ground level panels
of the mansion combined with a another two of the upper floor give the impression of brick,
while the far left and far right wall of the ground floor give the impression that they were
crafted by stone.
The ground floor has a total of 15 windows. Three of them that pose on the center
resemble arches while the six and six that are situated left and right are of rectangular shape.
The upper floor employs the use of also six and six windows on each side while the upper
floor also has a balcony at the center it has what form afar would appear to be six windows
also resembling arches though they actually serve as door leading to the balcony itself.
All of the windows including the balcony door are very high easily allowing sunlight
to pass through them but also giving a large view of the outside area. The use of aluminum
was avoided and instead the frame is made of wood both at door and windows painted in
dark brown giving elegance and warmth to the building as well as matching the concept of
the brick and stone walls.
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4. FACILITY INTERIOR
Interior design:
Eight spacious places in the winery’s ground floor and basement, where the
production process is evolving, and the reception and hospitality room of visitors and
customers. On the upper floor there are four studios and Mr. Tsaktsarlis private residence. All
build from stone, timber, glass and inox.
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Equipment:
There is equipment that is constantly updated and replaced annually.
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Layout:
The winery’s layout is configured so that the visitor makes a full tour of all places,
without repeating. The tour in Biblia Chora begins at the reception room. Then, the visitor go
downstairs to the wine tasting room. From there, guests can see the cellar where the barrels
filled with every wine variety are. Another cellar separated in small rooms full of bottles is the
next stop. An inner stair take guests to the distillation cauldrons. Following the path between
the giant cauldrons, people pass to the production area where the winery’s exit is.
Air quality / temperature:
All the quarters – except the production’s, where the doors are always opened – have
comparable temperatures and are stabile. Especially the two aging areas of the vintages in the
oaken barrels have temperature <14 °C and humidity 60 – 80 and are counted constantly by
machines which warn the employees for sudden alterations.
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5. OTHER TANGIBLES
Business cards:
Business cards, books about the winery’s description and the wines it produces, as
well as informatory prospectuses, are available by the management offices. Also, all those are
dispersed in every hospitality quarters so the visitor can trace back and get up to date.
Stationary:
All files and mail bear the company’s logotype. Wherever there are notepads and
notebooks, to be used by third parties or personnel, are beautiful and meticulous with a
reference on the winery’s name.
Billing statements:
The winery delivers only wholesales on representatives and companies. The visitors
can buy a limited number of bottles inside the winery with a discount of 25%.
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Employee dress:
The employees have no specific uniform because all, except the management,
execute manual labor and dress in the comfortable clothing they wish.
Uniforms:
Beyond gloves, workers aprons, rubber boots and protective glasses, the workers use,
the is nothing additional.
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Web pages:
The winery’s web page is updated, beautiful and pleasant for every web user who
wants to get updated: http://www.bibliachora.gr.
PHYSICAL ENVIROMENT DIMENSIONS
6. AMBIENT CONDITIONS
Ambient conditions is a factor that affects perceptions of and human responses to the environment.
Temperature:
The temperature variety depends on the environment. Inside the production area, which
is structured in such a way so the winery’s labors are facilitated inward and outward, the doors are
permanently opened and so the temperature is the same as the natural environment’s. The aging
area are has hundreds of French oak barrels which attribute to the red and some of the white wines
of the Estate the beneficial properties of the wood under the ideal conditions of conservation and
aging with stabile temperature 14 °C and about 80% humidity throughout the year’s duration. The
wine’s storage area is an underground quarter in which the vintages are kept until the time of their
transportation. Inside the areas of multiple uses like the tasting hall, the reception and the
hospitality room the temperature is ideal in order for the visitor to feel comfortable.
Lighting:
The lighting changes depending on the daytime in the ground floor and upper floor of the
vineyard. Many lights and beautiful chandeliers decorate all the sites. The underground aging area
is the darkest as the wines are resting in the barrels and aren’t affected by other factors.
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Noise:
On all the levels of the production area there is strong noise because of the boilers, the
machines and the crowd of the employees. In the tasting hall absolute calmness predominates, as
in this phase the wine must be appreciated with all senses without any distracting noises. In the
aging areas the wine is resting in the passing of time without the slightest whisper.
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Music:
There is no music on the production are because of the high noises between bottles in the
distillation, bottling and packaging. A soft lounge music is playing in the reception and the
hospitality room which relaxes and gives the sense of warmth in the quarters.
Scent:
In the underground part the scents are completely natural. The reception and hospitality
and multiple uses areas are exceptionally aired so there aren’t any fumes the wines release. The
production area is the one who has the most intense smells because of the wine’s processing.
Color:
In an aesthetic surrounding that combines classic with modern, timber and stone with
stainless surfaces and glass, the colors are only earthly in order to give such sensation.
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7. SPATIAL LAYOUT AND FUNCTIONALITY
Machinery:
The machinery is used in process of bottling and storage. Is the automated bottling
machine, the bottle washing system, wine filling and installation of natural cork and the capsule
and labelling machines, that are that are big in size and in close distance between them so the
procedures can be faster and in order to restrict unnecessary movements. Because of the
production area’s big space those machines are correctly positioned so the employees are not
bothered. In the wine storage space there is the small track that lifts and moves bottled wines in
carton or wooden boxes.
Equipment:
The production space is configured in this way so as to enable the works that take place
especially during the harvest. It is also equipped with cutting edge technology means of
vinification such as: crushing machines, pneumatic press, stainless tanks for the pre-fermentation
maceration of white and rose wines, stainless steel fermentation and stabilization tanks with
controlled cooling system. In space for wine ageing, hundreds of French big oak barrels in rows,
give the red and some white wines of the Domain.
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Furnishing:
Furnishing there is in the Reception and Accommodation space and on the top floor of
the building, where there are the 4 studios, tastefully decorated and fully equipped to meet the
needs of modern accommodation for anyone who wishes to stay and experience the atmosphere of
the Estate. Wood, glass and inox are all the materials and the decoration, with comfortable
furniture and beautiful fabrics. Creates the sense of an extremely restroom and hospitality that
cannot go unnoticed.Τhe wine tasting space has a glass wall that gives the visual perspective of
the cellars side. The spacious environment combines the classic style with the modern, wood with
stone in the walls, the large bar with inox and glass and in the middle of the room, the wooden
table with glass chairs.
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8. SIGNS, SYMBOLS AND ARTIFACTS
Signs:
From 2001 to 2012 there were international and national competitions where the Biblia
Chora vintages had hundreds of awards and distinctions. All these awards are framed and put in
the reception area, in multiplex rooms and in the wine tasting space, which you can watch and
admire. In the hospitality hallways and the lobbies there are stands and window cases with the
bottles of the winery’s production. All these are the first aesthetic impression that stays in mind
and are repeated until the moment of departure from the quarters. Moreover, on the entrance of
every room there are signs with the description of the room. On a visible spot at the reception
there is the Guest Book where the visitors write in a few words their experience from the place.
Inside the halls and on the tables there are books about the wine from every place of the world
and their production. Somewhere in those, there are information booklets of Biblia Chora which
bear the famous label of the company. Carved on the winery’s big windows there is the logotype
“BB” that occurred from the initials of the creators’ names.
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Symbols:
What Mr. Tsaktsarlis wanted was to remove the word "Estate" before the Biblia Chora so
that worldwide to learn the word "Ktima", and he did. The wines have the label "Ktima Biblia
Chora" and indirectly sends the message of this Greek word. The "BB" is the abbreviation and the
symbol of wine and be clearly at various points of the halls
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Artifacts:
All artifacts, which adorn the area of Biblia Chora, are strictly bound with the winery.
Mr.’s Tsaktsarlis (owner) daughter is a painter and a lot of her artwork have themes about wine.
Her paintings decorate the estate’s walls and keep the visitors speechless with vibrant colors and
beautiful drawings. At the reception, visitors can admire an impressive exhibit: the oldest plow of
the area by which the ancient residents scoured the old wine yards.
SERVICESCAPE: AFFECTING EMPLOYEE AND
CUSTOMER BEHAVIOR
9. BEHAVIORS
Individual behaviors. The human behavior is influenced by the physical settings
which surround it. The fact that the winery has a privileged location between mountain and
sea creates a sense of independence from the industrial environment and the concept of
typical plantation. The uniqueness of the place creates equivalent behavior to the individuals,
as the environment itself bears pleasant mood and euphoria - such as the desire to stay,
explore, work and affiliate.
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Social interactions. The servicescape can influence the nature and quality of
customer and employee interactions:
customer – customer interaction:
All the customers (loyal/potential) are accommodated in a unique place. The pleasing
environment with the tasteful and modern design makes the customers enjoy the
hospitality and reception of fine services from the employees. So, they devote time in order
to get in touch with all those elements and feel appeal and friendly atmosphere. This
influences their feelings and opinion and so they bring it to other clients.
employee – employee interaction:
Employment in a desirable position cultivates the behavior of dedication, pleasure,
permanence and commitment to the company. This feeling influences the colleagues and
nurtures bonds with the organization.
employee – customer interaction
When the behavioral conditions inside the organization are good, this affect the customers.
On one hand, the employees convey the desire to continue working pleasantly. On the
other hand, the customers want to visit, stay, spend money and be loyal to the company.
10. INTERNAL RESPONCES TO THE SERVICESCAPE
The physical environment does not directly cause individuals within the surrounding
to behave in a certain ways. The perceptions of the physical environment lead to specific
emotions, beliefs, and physiological responses which in turn affect behaviors. In other
words, behaviors are a result of an individual's internal response to the place.
The internal response may be divided into cognitive, emotional and physiological
responses.
The perceived servicescape may cause cognitive responses that Influence people's
beliefs of a place, and also the products and people found in that place.
The servicescape can be seen as a form of nonverbal communication. It may send out
messages to customers about, for instance, the positioning of the firm, price and quality.
Environmental cues can also influence employees' beliefs, for example, the office size and
appearance. The employee can create beliefs about the impoltance of his/her function with
the organization in comparison to other employees.
Other cognitive responses like categorization and symbolic meaning are the process
in which people assign a label to an object. Therefore, the overall perception of the services
environment allows customers and employees to categorize organizations mentally.
As most services are intangible in nature, people tend to evaluate services through
extrinsic cues such as the servicescape as a quality indicator (Bitner, 1992).
According to Bitner (1992), internal responses may in addition, elicit external
responses which influence individuals' behavior. Customers and employees emotional
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responses to the physical environment can be explained by two dimensions; pleasure and
arousal. Positive behaviors, approach behavior, are created through pleasure and arousal.
Pleasure can be achieved through perceptions of greater personal control (e.g. clear signage,
good ventilation and adequate space). Emotion arousal on the other hand can be created
through complexity, such as visual richness and ornamentation. Compatibility which is the
presence of natural elements and the lack of environmental "nuisances". The overall
perception of the physical environment and associated responses, negative or positive are
used to evaluate the organization it’s people and products.
The last factor included in internal responses is physiological responses. Air quality, noises
and temperature may all cause discomfort if they are not adjusted. Physiological responses,
may affect how long people stay and enjoy services. The environmental design may further
affect the employees and their ability to perform their job. (Bitner, 1992).
How Biblia Chora manages these factors above.
10.1 Environment and Cognition:
The servicescape can affect employees and customer’s beliefs about the service firm
and their beliefs about the people and products found in that place.
Employees:
Biblia Chora is one of the biggest wineries in Greece. The size of this company
affect employee’s beliefs about the importance of their position. The production space is
quite large and clean with a developed equipment, that gives the sense of high quality
productions. The employees work in spacious warehouses, the walls are painted in a white
color but that is more than understood since it is not an office area that involve high ceilings.
Customers:
Environment also plays a key role in customer satisfaction. It also relates to
customers the capabilities and quality of the firm. Like with employees the environment in
itself can affect customers both in their mood and their cognition.
10.2 Environment and Emotion:
The servicescape can affect people’s moods and emotions that in turn influence their
behavior.
Employees:
The office employees also work in spacious offices, with nice furniture that all seem
to have the addition of windows to allow a person to be able to look outside, there is
adequate light and heating provided to comfort their biological needs.
Customers:
Materials and colors of the areas frequented by customers. Both the accommodation
space but also the living rooms and wine tasting rooms of Biblia Chora are spacious. The
colors of the rooms are beige for the walls, with all furnishings reflecting a deep brown
color, matching the materials of the outer part of the châteaux. In Biblia Chora with the
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exception of the warehouses and wine keeping cellars the rest of the building is decorated by
art. The art exists in all rooms where other passerby customers or staying visitors might
wander. There is both temporary, classical and tribal art. Temporary art in the form of
painting mostly abstract of theme while classical in the use of statues either by marble,
bronze or wood carved ones. Marble seems to fit well with the color of the walls while
bronze compliments the earthly colors of wood paneling for the windows and doors and
floor. Lastly although not clearly artifacts there are many framed proofs of award that the
wines of the châteaux have been awarded in international and domestic contests.
10.3 Environment and Physiology
The servicescape can affect physiologically that in turn will influence the behavior.
Employees:
The air quality is checked by an automated electronic system to make sure there is
proper ventilation at the loading docks of the wine pallets and also at the area that stores
wine tanks, since carbon dioxide is emitted by the tanks which can severely affect humans.
The temperature is also electronically monitored, though in the areas where wine is kept
there is a natural chill of 16 degrees celcius which is to be expected. There is adequate light
at all areas both by a skylight situated between the wine storage tanks and the loading bay
and also artificial light without it being too bright so it would cause discomfort form
exposure to it for long hours.
Customers:
The air quality is adjusted by the use of ionizers, giving the feeling of fresh and dust
free air, creating a good mood for the customers which is also complimented by the use of
heating in the form of radiators at the main reception area, bedrooms and living room though
it would be better if they were hidden. There is air conditioning for the summer months in
the form of ceiling air conditioning. All areas where customers may be with the exception of
the wine tasting room which is situated underground employs the use of number large
windows. Natural sunlight is ample in each room, something that elevates the mood. At
night hours and in case there is no sunshine, the use of chandeliers is employed at the main
reception area. The chandeliers give the feeling of luxury. In all other areas where customers
are though the light fixtures are installed in the ceiling. The wine tasting room also implores
the use of hidden lights behind panels. The lights can be controlled by dimmer switches this
giving the opportunity to adjust depending on the mood. Their color of light is natural warm
light what most would perceive as yellow light that offers greater relaxation instead of the
white that seems more appropriate for working areas.
CONCLUSIONS, IMPLICATIONS AND CONNECTIONS
11. CONCLUSIONS
Tourism destination image (TDI) research has a long and fiercely debated history but
this has not (yet) translated to the special interest dimension of wine tourism. The nature of
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the wine tourism product and experience require that a research approach be developed that
differs from the generic attribute-based approaches used in mainstream TDI studies. This
exploratory study used an a priori approach to integrate tourism destination choice, services
marketing, servicescape and place-based marketing theories. The findings are tentative
though, as they were derived from one wine region and country. As a recommendation, the
consistency of the findings may be tested by expanding the research to other wine regions
and/or countries, and also that the use of an a posteriori approach with our a priori one be
compared.
It was found that increasing distance from the tourist destination region plays a
pivotal role in the perception of the different winescape dimensions. The results supported
that fact that wine tourism should largely be viewed as a part of or enhancement of a
tourist’s (potential/loyal customers) holiday experience. While visitors (potential customers)
to wine regions have the principal aim to taste and buy wine, the secondary experiences and
motivators for such experiences are crucial to understanding what primarily motivates a
person to visit a wine region and be a loyal customer.
12. MANAGERIAL IMPLICATIONS
Marketing management requires a careful analysis of the destination brand image
transmitted to the market to inform strategies. Wine regions should strive to present
promotional messages that are well balanced in terms of the emphasis on the core wine
tourism product elements such as wine tasting and/or buying and the hedonic experience
elements.
Regional brand identification is important. Developing regional grape variety
identification has proven to be a positive differentiating factor.
A deepened understanding of the winery visitation dynamic and the intention and
ability to market the wine region, winery tasting room and its wine products in the most
optimal way to wine tourists (potential customers) is of the utmost importance for wineries
to be successful in this environment. A good use of five senses model (scent appeals, touch
appeals, taste appeals, site appeals and sound appeals) helps to achieve this goal. To attract
repeat visitors (loyal customers) the focus of marketing efforts should be strongly wine-
related (based strictly on wine themes, as also to the quality of the wine and the unique
servicescape experience) while in the case of first-time visitors (potential customers) the
elements of the natural environment should be emphasized and the hedonic nature thereof
stressed. This method will provide a strong servicescape experience for potential and loyal
customers.
13. PROVIDERS (EMPLOYEES ETC.)
A proper understanding of the symbiosis of the various tourist experiences will assist
wine tourism marketers with maximizing the visitation experience for both the wine tourist
(potential/loyal customers) and their service providers (tasting room owners and staff,
accommodation providers, restaurants and other stakeholders).
Most of the employees must be selected according to internal differentiation strategy
of HR management, but when it’s necessary, employees are selected either by external
differentiation or external cost of HR strategy. Because of the work’s nature, potential
employees, must have the right skills and also be fit with the culture and the requirements of
the company. Biblia Chora, though, managed to have a small percentage employees’
turnover. Every employee has the privilege to enjoy the great nature of the area, having a
meaning of accomplishment.
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APPENDICES
Winescape Dimensions Within the Wine Region’s Servicescape Context
Winescape Dimensions
Serviscape Dimensions
No previous
experience with the
winescape
Perceived Servicescape
Signs, symbols and
artifacts
Ambient conditions
Space/function
Previous experience
with the winescape
Nature-related
Wineries and vineyards
Wine and other products
Ambient factors
Signage and layout
Service staff and locals
Heritage-related towns
Fun - activities-based
