The edifying body: the role of embodied practices in the social production of servicescapes

Purpose This research aims to explore and theorize the role of embodied practices – orchestrated by service providers – in the social production of servicescapes. It is claimed that the social character of the servicescape is shaped not only by narratives and materialities but also through the body. Bodily physical behaviors like physical movements in space, gestures, facial expressions, postures and tactile engagements with the surrounding materiality constitute a body language that conveys information and expresses meanings. In this kinetic capacity, the body becomes a building agent in the social constitution of the servicescape. As the author empirically demonstrates in the context of city tourism with diverse experiential opportunities, it is due to the body’s discriminatory orientation, walking, looking, pointing and acting in selective ways that the city emerges as a servicescape of particular kind. Design/methodology/approach Market-oriented ethnography was conducted in Saint Petersburg, Russia, where the author observed the guiding practices of tour guides leading international tourists during two-day city excursions. Findings This research identifies and unpacks three clusters of embodied practices deployed by service providers as they guide customers at the servicescape: spatializing, emplacing and regulating. The role of the body and its association with narratives and materialities is identified in each cluster. Practical implications A number of embodied practices are provided for use by contact employees as they guide customers in the servicescape. Specific guidelines are also offered to service providers for the strategic employment of body language, their training is navigational skills and the coordination of body, narratives and materialities. Originality/value This study extends current materialistic and communicative approaches on the construction of servicescapes by claiming that the servicescape in not only a physical and narrative construction but something that is also configured through the body; provides three clusters of embodied practices deployed by service providers; theorizes the intertwined nature of narratives, materiality and the body; defines servicescapes as dynamic socio-spatial entities emerging from the constant narrative-material-body arrangements orchestrated by service providers; and sheds light on the mediating role of the body in the social production of servicescapes.