The symbolic servicescape: Your kind is welcomed here

Abstract This paper expands Bitner's ( 1992 ) servicescape framework by conceptualising the existence of a symbolic servicescape. To date, researchers primarily have explored how consumers respond to physical elements within a consumption setting's built environment, however, commercial establishments have a history of discriminating against ethnic consumers. Thus, ethnic consumers may respond to other environmental elements when formulating marketplace approach/avoidance decisions. This paper reveals that ethnic consumers respond to a symbolic servicescape, defined as objects and artefacts that evoke similar meanings across members of specific ethnic groups. Using photo‐elicitation methodology, the author demonstrates how Jewish and homosexual consumers interpret symbols within consumption settings and how these symbols impact on approach/avoidance behaviour. Copyright © 2005 John Wiley & Sons, Ltd.