Physical Evidence Essay

Consumers evaluate physical evidence to judge products and services. Their behaviours are based on the judgement of different stimuli present in the services capes and the total effect created by such stimuli. A hotel may have a grand entrance, big lobby, restaurant with impressive interiors but poor washrooms, then the overall effect may be negative. The poor washrooms may influence evaluation more than others factors. Stimuli use the basic principles of perception, such as threshold level, differential threshold, figure-ground relation, and contrast, to appeal to the human senses. These make stimuli stand out and be noticed. Once picked by the senses, these are organised to find a place in the buyer’s minds. In conation, the stimuli liked

Hotels maintain guest history sheet to offer these evidences to guests. They know the type of physical evidences liked by the guests and offer the same. From structural function point of view, physical evidences are designed to achieve different aims of organisations. A heritage property must maintain its look and character to be called a heritage attraction. Number of star hotels in India has created many evidences such as swimming pools, to meet the gradation requirements of the ministry of tourism. Motels give garage, parking, and fuel station facilities to the motoring public. National parks must arrange for the safety of animals and allow restricted access to visitors. From social function point of view, it can be said that evidences set the social phenomenon. The tour experiences of families are different as compared to couples or business tourists. Providing for joy rides and shopping arcade gives a different character to a hotel. Thus, a marketer shall keep in mind its target market and provide the right social

Preparing complete blueprint is essential to find where and how physical evidences are present. It clarifies the role of physical evidences and also helps in managing them well. After preparing blueprint, the role of services cape increases as they have to perform a number of roles. A proper analysis will separate out strategic ones from routine. If the marketer concentrates toward these then it will give an advantage to the firm. For instance, attractiveness and cleanliness of Ghats are essential to attracting tourists. Keeping in mind the government already started Ganga Aarti, Subah-e-banaras, and cleanliness at Assi Ghat. Blueprinting may also use to create evidences where no evidences are used at present, but an opportunity exists to create new. For instance, many hotels create water channels in lobbies to give a natural feel to interiors. Updating and modernising of physical evidence increase the importance of evidences in the eyes of visitors and tourists. Thus, it is essential for the marketer to keep innovate their present evidences in a manner to attract