Nevertheless, previous research points out that physical design is able to evoke people’s feelings. Bitner (1992) claims that any environment, whether natural or manmade, can be located in a two-dimensional space that reflects people’s emotional response to the environment. Wasserman et al. (2000) contend that different restaurant layouts and interior design influenced customers’ emotions. Furthermore, Mehrabian and Russell (1974) determine that certain environments are able to elicit customers’ feelings of pleasure. Pine and Gilmore (1998) argue that an effective physical design is concise, compelling, and engaging to all the senses. One can assert, then, that design is especially important for customers’ experiences of hedonic services, such as a winter park, because customers visiting such a park are pleasure-driven. An important goal for the customers is to have a great time and a joyful experience (e.g. Bigne´ et al., 2005). Consequently, it is likely that properly designed physical environment may evoke customers’ feeling of joy. Based on the previous theoretical framework, the present study poses its third hypothesis: