It seems that there is a lack of research that takes a broader view on constructs linked to customers’ experiences in service settings. Heide and Grønhaug (2006) argue that there is need for more research on how atmospheric constructs influence customers’ experiences in service settings. McGoldrick and Pieros (1998) point out the lack of knowledge of the emotional effects of atmosphere in tourist attractions. Furthermore, Wakefield and Blodgett (1999, p. 53) observe: “Aspects of the design and decor of the physical facilities as well as ambient factors are likely to influence customer perceptions and feelings, but have not been incorporated in service-quality research”. More thorough investigations of atmospheric experiences in relation to customers’ emotional responses would thus address this lacuna.