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The purpose of this paper is to explore customers’ emotions during a host–guest interaction at the reception desk of a hotel. Guests’ emotional responses are analyzed in real time to understand their link to behavior and levels of service and relationship quality.

To achieve this aim, 225 random customers experience six different types of interactions (scenarios) at a staged reception desk, representing a high/low service or relationship quality. The emotions provoked within guests are (video) recorded and analyzed with the help of SHORETM, a facial recognition software that processes four basic emotions derived from human muscular activity and calculates average emotional scores per scenario.

Results reveal that customers respond more positively to service than to relationship quality. Informal approaches to interacting with guests are mixed; they can both excite or irritate customers. As with existing evidence in service marketing research, the results found out through this study demonstrate that a good service recovery process seems to immediately generate more satisfied customers than do constant high-quality standards.

The main limitations are related to the semi-staged nature of social interactions, which might cause distortions in measuring emotions and limitations in the comparability of cases.

Practical implications are directed to service designers and managers in hospitality to improve service design and ensure effective service recoveries.

This paper introduces a novel approach for assessing host–guest interactions in tourism based on a real-time emotional assessment of service and relationship quality in hospitality. Technologically advanced observation techniques enable in-depth analyses of actions and emotional responses between hosts and guests across time. New insights concerning service design and service recovery management are gained for practitioners and for future research.

The entirety of a region’s architectural expressions, that is, its building culture, has a strong impact on a region’s atmosphere. Being a collective and networked endeavour, building culture is difficult to coordinate. Against this background, this chapter presents an empirically informed reflection on architectural governance. The chapter is based on a multiple case study which compares five regions in the European Alps in terms of their coordination mechanisms in the areas of architecture and spatial planning, that is, architectural governance. The analysed regions include Grisons (Switzerland), Vorarlberg, Tyrol (both Austria), South Tyrol and Trentino (both in Italy). By combining conceptual considerations with empirical evidence, the chapter concludes with hypothesised relationships between architectural governance, building culture, socio-economic development dynamics and tourism.

This introduction to the volume Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding (Emerald) positions the atmospheric turn in the context of recent paradigmatic turns such as the linguistic turn, iconic turn, cultural turn, spatial turn, mobility turn and design turn. The specific contribution of the atmospheric turn is its profoundly holistic interest in overarching connections which are perceived with all senses and include both matter and idea. With its 22 chapters, this volume sets out to sharpen the atmospheric gaze and perception in research and beyond.