Purpose Among the many studies relating to servicescapes, the emphasis has mainly been on the effect of specific environmental attributes on customer perceptions, emotions and behaviors. Many servicescape studies have not included visual servicescape aesthetics and the overall significance that...

Purpose – The purpose of this paper is to introduce a theoretical framework, the holistic mental model process, with major contextual factors (cultural, situation, cognitive and affective contexts) to help better understand tourists’ perception and evaluation of intercultural tourists–tour...