Constructing a Home on the Road: Home-As-Order--An Alternative Perspective to Study Consumption of Servicescapes

This study is a first attempt to investigate the ways that consumers’ orientations towards place influence their consumption experiences. By focusing on the concept of home, the paper introduces the perspective of home-as-order as an alternative way of looking at the relationship of consumers to place. The study provides a description of the ways that consumers practice a home-as-order concept of home. In addition, this study shows that this home concept structures the ways people consume home-related servicescapes, such as hotel services. Based on 35 semi-structured interviews with highly mobile global professionals this study identifies practices through which consumers transform a commercial environment into a home-like environment as well as practices of selecting a commercial environment because it is closer to consumers notion of home-as-order.

Citation:

Fleura Bardhi (2005) ,"Constructing a Home on the Road: Home-As-Order--An Alternative Perspective to Study Consumption of Servicescapes", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 438-439.