Atmospherics design of Vietnamese theaters : The case of Hoang Thai Thanh Theater

Abstract

The impacts of atmospherics designs on service businesses, especially leisure services, had been proven by many scholars around the world. Despite having many researches about atmospherics of restaurants, hospitals, casinos, sporting... there is still no experiment about atmospheric designs of theater. Recognizing this shortage, this research aims to examine the atmospherics of Vietnamese theater, through the specific case of Hoang Thai Thanh Drama Theater. The study will be divided to five chapters. The first chapter is the introduction, which sets the context for research, justification for why this research should be conducted and introduces the research question. The main objectives are to identify the gaps between expectations of the theater and perceptions of their audiences toward factors of atmospheric designs, then to analyze and suggest possible solutions to fill those gaps. The second chapter is the literature review which provides explanations for the main concepts of this research. The first concept is atmospherics design, which explains the meanings of this concept and its impacts on service businesses. The second concept is Servicescape framework and its dimensions. The third chapter is methodology which includes research strategy and research approach. It will also have research design sections which are interview protocol designing, sampling and data collection. Containing two stages, this qualitative research adapts and modifies

three works by Bitner (1992), Wakefield and Blodgett (1996) and Ryu (2005) to examine the atmospherics designs of Hoang Thai Thanh. Twenty respondents, together with Hoang Thai Thanh’ representative are interview. The fourth chapter is dedicated to analysing main findings from the interviews. Gaps in factors such as Temperature, Lighting, Aroma and Smells, Music and Sounds, Facility Aesthetics, Seating Comforts and Signs and Displays are identified. The final chapter will conclude the research by summarizing the main findings in Chapter 4 as well as discussing this research’s limitation and recommendation for future research.