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Executive Summary

The present report has been focused on evaluating the in-depth understanding of the way servicescapes could impact customer experiences in the context of highly complex as well as interdisciplinary museum settings. Therefore, holistically emphasis has been given to the learning and observation experience from the field trip visit to Surfers Paradise Wax Museum, Gold Coast, Australia. Therefore, at the very first stage, it has been observed that the servicescapes of the museum have created a significant impact on the visitors' value, motive fulfilment as well as affective and behavioural responses. The large and attractive servicescapes of Surfers Paradise Wax Museum are observed to draw the attention of domestic as well as international visitors who have been visiting the Gold Coast. Moreover, the intensive layout of the Chamber of Horror alongside animation-inspired Wax models and Wax models of famous personalities and Australian tradition and culture along with British ruling history attracts visitors. As a result, it has created a certain environment that could positively arouse the behaviour and responses of the visitors. Moreover, to maintain the diverse needs and catering the intention of the visitors, the “Surfers Paradise Wax Museum” is observed to create a positive valance and environment. 

The enthusiastic guide tour and Australian traditional sculptures and settings have made it one of the largest museums in Australia. In addition to this, it is also to be found that to navigate and analyse the servicescapes of “Surfers Paradise Wax Museum”“Mapsted's Location Based Technology Solutions”, as well as “Digital Mapping Solutions”, as well as Digital Mapping Solutions would be highly attributable tools to be implemented. These tools would increase the visibility, accessibility, and transparency level of the museum to its visitors. Moreover, observation, photo audit, field experiments, blueprint or flowcharting, and so on would also be effective tools to be applied in this context. On the other hand, above all, sustainability and ethical practices are also to be considered for creating a positive social, economic, and cultural impact for this Wax Museum. It would connect the cultural heritage with societal value while contributing to the growth of the economy in terms of employment opportunity, territorial development, growth of tourism and hospitality industry, and ensuring sustainable living standards for local people.

Service scape Impacts 

Servicescape can be considered as the space which has been made by individuals across the hospitality industry. Through this way, the hospitality industry performs different activities, like, arrangement of accommodations, food and beverage provision as well as travel and tourism (Adnan et al. 2021). In accordance with this scenario, it can be stated that the key significance of the servicescape for this hospitality industry is to focus on the large investments which have been done in the construction as well as the design of tourist places. In this way, they can attract customers and retain them for a long time as a loyal one. However, this study will be based on the Wax Museum which is located in Surfers Paradise, Gold Coast, Australia (australiagoldcoast, 2023). As it has been previously discussed that the servicescape of the museum will always create a positive impact on the visitors in terms of value creation, their motives as well as behavioural aspects. In this regard, it can be seen that the Wax Museum of Surfers Paradise is considered one of the long-lasting attractions for visitors not only in Australia but also throughout the world. The front of the museum building has been covered in the smaller version of different well-known faces in the modern era (australiagoldcoast, 2023). This museum featured an underground cell for the Chamber of Horrors and this can be accessed by a spiral staircase. This kind of scenario gives the people a thrill as well as adventurous joy for visiting the museum.

Based on the above discussion, it can be seen that the tourism services in this museum can be considered unique and this has become more popular among the tourists as well as visitors across the world (Al Halbusi et al. 2020). This is because this museum has focused on their services and how it can deliver that service to the customers in the proper way.

Nature of Contact

Tangible

Intangible

Physical

  • Sculptures
  • Art Works
  • Wax Figures
  • Atmosphere
  • Feelings
  • Comfort

Interpersonal

  • Speed
  • Action
  • Process
  • Friendliness
  • Warmth
  • Care

Table 1: Nature of Contract

(Source: Serrano-Baena et al. 2023)

From the above information, this can be stated that, by visiting this wax museum, the individuals can get two types of contact, therefore both physical as well as interpersonal. Now these contacts are both intangible as well as tangible which fulfil the demand of the visitors. Therefore from the above information it can be understood that this wax museum tries to fulfil the motives of its visitors by considering effective as well as behavioural responses under different situations (Kandampully, Bilgihan & Amer, 2023). Hence, as this wax museum has provided services to their customers, hence, following things they are considering while fulfilling the visitor motives as well as creation of value. These aspects are as follows, such as

Figure 1: Different Aspects of Services

(Source: Provided)

Intangibility: It can be stated that services which are provided by Wax Museum are not tangible in most cases. Though the visitors can touch different pieces or artworks, still they can't touch the ambiance or atmosphere. Hence, they need to feel it while enjoying their visits. In this way, those visitors can understand whether they feel any comfort or not (Simanjuntak & Banjarnahor, 2021). In this case, as this museum is liked by most of the visitors, hence, by providing a warm atmosphere and careful services they help the visitors to feel more comfortable and friendly.

Inseparability: This should be noted that no services are separated from their service providers. Hence, the wax museum can only create value by providing the best services, so that they can maintain a holistic environment.

Variability: In terms of the quality of the services which are provided by this wax museum, it can be stated that the location is their key USP. The Goal Coast in Australia is a well-known place and is visited by most people (NasarAmini Jeloudarlou et al. 2022). Through continuous expansion, the wax museum is facilitating the rapid growth of the tourist industry.

PerishabilityServices cannot be stored for later use or later sales. Hence, keeping this in their mind, the wax museum is trying to create an immediate impact on the visitor's mind. They are providing different architectural designs for both exterior as well as interior for their current and future exhibitions so that visitors can become more excited.

Based on the above discussion it can be stated that here in this regard, the “Servicescape Model”, developed by Bitner can be applied (Lundberg & Lindström, 2020).

Figure 2: Servicescape Model

(Source: Bitner, 1992)

The above model shows all the interactions of the customers which can occur during the encounter of a service. In this way, the wax museum would be able to understand how the elements of the environment can impact the service experiences of the customers under different circumstances. In accordance with this discussion, it should be noted that the physical setup always makes contributions towards the customer satisfaction as well as the productivity of the organisation along with customer motivation (Koay, Khoo & Soh, 2019). Hence, by implementing this servicescape model, this wax museum can understand the behavioural aspects of both its visitors as well as employees. This overall situation therefore can easily create organisational value along with fulfilment of the motives of the visitors. 

Meeting Diverse Needs 

Museums are increasingly trying to reach diverse audiences as museums are the pillars of culture as well as learning, where, visitors would be able to explore as well as different traditions alongside new ideas and unique forms of art. Drawing upon the museum visiting experience Surfers Paradise Wax Museum has been effectively catering to the visitors and their diverse needs (Amer & Rakha, 2022). These diverse needs of the visitors would involve visitors' willingness to know the culture, tradition, and age-old history of the place they are visiting. Likewise; it is evident that Surfers Paradise Wax Museum or Gold Coast Wax Museum of Australia effectively caters to the visitor's needs and interests by featuring more than 110 life-size effigies made of Wax alongside British Crown Jewels copies alongside dioramas of Australian history. Therefore, visitors who are travelling to Australia and are eager and willing more about Australian culture, tradition and its past ruling period of British colonialism could all be effectively catered to by the Wax Museum (australiagoldcoast, 2023). Thus, it can be said that the Wax Museum is effectively catering diverse needs and interests of the visitors while at the same time also thriving to maintain higher standards.

Figure 3: Russell's Model of Affect

(Source: Russell, 1978)

On the other hand, in significance with the discussion above, the theoretical viewpoint can be developed further. As per “James Russell's Model of Affect”, emotions are to be distributed into a two-dimensional plane, one is valance at the X axis and another one is arousal at the Y axis (Hung, Peng & Chen, 2019). In the context of the practices of the tourism and hospitality industry, valance would denote the positive and negative degree of emotion, whereas, arousal would denote the intensity of the emotion. Therefore, the behaviour and approach of the visitors of the museum could be understood in this context which would further be attributable to increasing the effectiveness of the museum to the visitors by fulfilling their needs and catering to them with services (Russell & Firestone, 2022). 

Figure 4: Falk's Visitors Model

(Source: forartsake, 2023)

On the other contrary, in this context, by applying “Falk's Visitors Model”, it has been observed that for Surfers Paradise Wax Museum, there are four types of visitors. The first one is the Experience Seeker, who would be willing to see the most renowned pieces to make memories. The second one is the explorer, who wants to learn new information as well as also would understand new concepts (Cotter, Fekete & Silvia, 2022). On the other hand, the third type of visitor is the facilitator, who ensures that their companion meets the visiting goals. And, the last type of visitor is rechargers, who want to get relaxed in a peaceful environment. Thus, all these types of visitors are required to be catered to and facilitated by the Surfers Paradise Wax Museum and its services. Identifying each visitor's needs and preferences for visiting the museum and outlining the visiting experience accordingly would ensure the highest level of service standards for the Wax Museum. 

For example; it is seen that visitors who had visited the Surfers Paradise Wax Museum on field trips had been considered as experience seekers and explorers (Falk & Hagsten, 2021). Therefore, with the customised guidance of the tour guide, the students on the field trip to Surfers Paradise Wax Museum had been able to understand about the history of Australia and its past ruling period by Britain. On the other hand, another visitor mainly observed was the facilitator type of visitor, where, the parents came with their children to make their journey to the museum to be good. Therefore, to give a thrill to the children and to make their visiting experience memorable, the guides and the personnel at the Museum enthusiastically approached the children to visit the Chamber of Horror by the Wax Museum (Cassar, 2023). The Dioramas offer a unique opportunity to experience cultural diversity through the use of miniature exhibits that are inspired by Australian history and nursery rhymes, as well as by traditional torture techniques and torture devices. In this way, through unique experiences, Surfers Paradise Wax Museum catered to the diverse needs and interests of the visitors while at the same time maintaining a high standard of service experience.

Tools Engaging Visitors 

Based on the above discussion, it can be found that the museum uses different tools as well as techniques to navigate as well as explore the servicescape of the museum. Hence, for assisting their visitors in this regard, Surfers Paradise Wax Museum” can use the following tools, such as

Harnessing Interactive Museum Technology: As this wax museum is very large along with broad galleries and other places, hence it might be difficult for the visitors to find their way in the right manner and sometimes they can't access their way (Duguleană et al. 2020). Thus, it is necessary for this museum to implement and use advanced technology which can help the visitors to properly navigate their space as well as all the alleys. Using interactive museum technology can create engaging exhibits and easily can attract more customers. In this regard, this wax museum can use "Mapsted's location-based technology solutions". This technology can be used easily as this doesn't require any kinds of Bluetooth beacons or external Wi-Fi as well as other hardware (Varitimiadis et al. 2021). By using this technology, wax museums can deliver beacon free, interactive as well as way-finding experiences for helping the visitors and guide them towards the gallery and museum. Furthermore, this technology can help the museum to use the behaviour based messaging through which they can send the customised and personalised messages to the visitors for gaining their attention. In this way, the appropriate needs and demands of the customers can be known by this museum.

Keen Observation: This is also required for the wax museum to observe their visitors and collect their responses as well as feedback very carefully (Vaz, Freitas & Coelho, 2020). This can be noted that every visitor needs a flawless service; hence, by using “digital mapping solutions”, this wax museum can provide a seamless navigation experience to its visitors. This kind of digital technology also allows visitors to get detailed information regarding each exhibit of the museum. In this way, the demand of the customers can be easily fulfilled. Furthermore, along with this, different market research tools, like, focus groups or surveys can be used. This whole process can help this museum to get feedback as well as ideas from frontline staff as well as visitors and considering that, they can improve their servicescape (Gaia, Boiano & Borda, 2019). 

Apart from the above two tools, Surfers Paradise Wax Museum” can easily use some other tools, such as, photo audits, field experiments as well as blueprints or flowcharting can be used. In this way, this museum would be able to understand any kinds of changes within the specific dimensions of the service environment and thoroughly analysed. 

In accordance with the above discussion, it can be stated that this entire situation can affect the overall experience of the visitors in a positive manner. By improving the servicescape through advanced tools and technologies, this museum can encourage visitors to share the news regarding their exhibits with their society (Errichiello et al. 2019). In this way, those visitors can become more social and build a positive connection with other stakeholders across society. Not only that, both visitors, as well as the museum, build a proper partnership with the community which can improve the mental health of individuals across society. This can satisfy the customers as well as overall productivity can be increased. 

Sustainability Dimensions

In accordance with the discussion above, it is also required to consider that ethical and practical considerations of using sustainable materials and practices are required in museum operations (Evans & Achiam, 2021). Thus, for sustainability and ethical purposes, it is to be seen that Surfers Paradise Wax Museum is observed to be adhering to the “Code of Ethics for Art, History and Science Museum, 1999”. Moreover, ethical and practical considerations of using sustainable materials and practices in museum operations would involve the following considerations;

  • Engine to drive economic development through cultural industries, cultural tourism, and traditional living hood
  • Being contributor towards social cohesion as well as resilient communities and sustainability in the context of the natural environment (Chung, Tyan & Lee, 2019)

However, on the contrary, it could be stated that museums are complex non-profit cultural organisations, therefore, for Surfers Paradise Wax Museum; it would be differing from other museums in terms of funding as well as types, size, and collection as a whole. For ensuring that they can attain economic as well as socio-cultural goals, Surfers Paradise Wax Museum has considered a diversification of functionalities of the museum that is further characterised by expanded traditional roles. These could include;

  • Keeping as well as researching cultural heritage
  • To include new roles directly or indirectly in the context of venues for sharing experiences, space for education and interaction alongside instruments for the purpose of mass cultural communication (Kim et al. 2019).

These as a whole would contribute to the socioeconomic and cultural development. That could further be sustainable in terms of generating new sources of income, manpower planning, and employment. Moreover, the Gold Coast being an attractive and one of the highly chosen tourist attractions or destinations for global tourists would enhance the territorial development through this Surfers Paradise Wax Museum.

Figure 5: Museum Sustainability Pillar

(Source: Pop & Borza, 2016)

In addition to this, by considering the potential economic, social, and cultural impact of such choices by Surfers Paradise Wax Museum, it could be seen that sustainability is ensured. The economic recession as well as the increased competition in the Tourism and Hospitality market alongside reduced public funding for cultural organisations can create a negative impact on sustainability practices (Zbuchea & Bîră, 2020). However, Surfers Paradise Wax Museum's compliance with “ICOM or the International Council of Museums” has shown that adoption of sustainable practices is bound to facilitate the museum in accomplishing its cultural vision and mission to maintain posterity collection. It has certainly created connection between sustainability as well as prevention of heritage. Like any other museum, Surfers Paradise Wax Museum to become sustainable has considered economic, social, natural, and cultural environment. The equilibrium of these four pillars helps in attaining the sustainability agenda. Moreover, it is also to be considered that bigger museums would exert bigger social impact on society as a whole (Pop et al. 2019). Thus, in this accordance, it can be said that being one of the largest museums in Australia, the Surfers Paradise Wax Museum is subjected to create positive influence in both socioeconomic as well as socio-cultural aspects.

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