Star Wars Hotel: Servicescape at Galaxy’s Edge

Star Wars Hotel: Servicescape at Galaxy’s Edge

March 25, 2019

Have you heard about Galaxy’s Edge?

Starting in 2019, customers can have an immersive experience at a new attraction, available at both Disney resorts in the US.  At this Star Wars hotel, customers can wear costumes and role play their way through a two-day stay. The adventure entails an unfolding narrative event, where participants interact with characters, and technology enhances the surreal experience.  Meals may be served by robots also.

A lot of details remain under wraps as Disney finishes constructing a new attraction that will be out of this world, but keep an eye on the Disney blog for news.


Video Spotlight: Star Wars: Galaxy’s Edge | Behind the Scenes at Disneyland Resort and Walt Disney World Resort


This post is based on the Disney blog post, Star Wars: Galaxy’s Edge to Open May 31 at Disneyland Resort, August 29 at Disney’s Hollywood Studios by Thomas Smith, March 7, 2019; the Picture The Mage site, Star Wars Hotel; and the YouTube video, Star Wars: Galaxy’s Edge | Behind the Scenes at Disneyland Resort and Walt Disney World Resort, by Disney Parks, December 25, 2018. Image source: Shutterstock / Algol

Discussion Questions:

1. Describe the Continue reading

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Gold Is the Midas Touch of Tipping

Gold Is the Midas Touch of Tipping

February 3, 2019

A study published in the March 2018 Journal of the Academy of Marketing Sciences reported that the color gold in restaurants can lead to a higher tip for the wait staff.

Previous studies have demonstrated a weak relationship between good service and tip size. In this study, the researchers compared the effect on tip size by varying the color of tablecloths (white vs. gold) and billing folders (black vs. gold).

Black folders resulted in an average tip of 18.9%, while gold folders had an average of 21.5% in tips.

This post is based on the Marketwatch article, A touch of gold in a restaurant means fatter tips, by Na Young Lee, January 18, 2019; and the Journal of the Academy of Marketing Sciences article, Hey big spender! A golden (color) atmospheric effect on tipping behavior, by N.Y. Lee, S.M. Noble, and D. Biswas, March 2018. Image source: JGI/Jamie Grill/Getty Images.

Discussion Questions:

1. How can the study results be used to improve restaurant operations?

Guidance: At first, this appears to be a marketing study.  And it is!  But students should also see that marketing information can be used to create a more profitable service Continue reading

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