SERVICESCAPE BIBLIA CHORA

TECHNOLOGICAL EDUCATION INSTITUTE of CENTRAL MAKEDONIA FACULTY of ADMINISTRATION & ECONOMY DEPARTMENT OF BUSINESS ADMINISTRATION

MBA in Hospitality & Tourism

K T I M A B I BL I A C H O R A servicescape

Course : Global Hospitality Management Tutor : Dr. Sigala Marianna

Koukidou Eirini Teneketzis Stavros Xanthopoulos Charalampos

January, 2015

AN EXRERIENCE…

“I am waiting some wines from Africa. Have they arrived?” was the first phrase we heard from mr. Vassilis Tsaktsarlis to his secretary, when we had the honor to begin the conversation with him. But the journey to “Ktima Biblia Chora” starts with the soft touch of snowflakes, the cool breeze of Paggaio Mountain and the infinite horizon’s view, of the North Aegean sea, unfolding in front of our astonished eyes. As we walked by the grape fields we felt the ancient history of the earth embracing us, because from the time of old Phoenicians until now, that ground, they found only for one reason: grape plantation. After some walking and as the snow started falling heavier we thought to visit the big mansion that towered on the roots of the mountain, behind the vineyards. A friendly employee welcomed us when we reached the back gate of the mansion. A huge room full of distilleries, empty barrels and other machinery was the first picture of the interior. It was beautifully strange how the place had such balanced structure, so the metallic colors could bound with stone and wood. We passed some stone-carved corridors following the glowing pale light further inside the mansion, until we reached the main office center. The cozy atmosphere changed our temperature to normal again with the warm welcome of the staff. A short stop to the meeting room and off we go straight to the heart of the mansion. There awaited the true servicescape experience. Great chandeliers adorned the high ceiling and a two-sided stair overtopped the middle of the great hall. After a conducted tour full of unique experiences we saw the winery’s heart at last. Behind of the tasting room’s glass wall, opened the cellar. A small door gave us the opportunity to take a closer look deeper into the untold secrets of the wine. Original as the earth and mystical as space were the smells that traveled us to the meaning of winemaking. Such was the experience that the time passed extremely fast as we, like hypnotized beings, wandered around to this enormous place, between all that filled barrels. Finally as the magic of wine mysteries was fading away, we found ourselves to the meeting hall again with a cup of hot coffee and the one of the two founding fathers ready to end our servicescape curiosity.

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No great wine without the total commitment of the winegrower…

“Attaining the purest expression of terroir, such should be the perpetual pursuit of the winegrower in his daily efforts. Every act counts. From the vine, where the grape, interpreter of the soil’s subtleties, is born, through to the winery where the fruit is slowly transformed, the hand of the winegrower along with the tradition and spirit that inspire him are decisive. This passion follows through to the cellar by the bottling of unfiltered wines. This high quality approach preserves the finest constituents of a wine, all these good elements that will allow the wine to develop its noble structure and its multiple aromas. Whatever the cru or the vintage may be, the ambition of the winegrower would be to stimulate the wine lover’s pleasure. Step for step, detail for detail, he should commit himself fully in order to preserve the soul of the wine. There can be no great wine without the total commitment of the winegrower.” Terroir and the Winegrower - Jacky Rigaux, 2006.

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CONTENTS

ABSTRACT

p. 5

LAND OF VIVLIA CHORA

p. 6

1. SOME HISTORY 2. BIBLIA CHORA DESCRIPTION 2.1 The winery 2.2 The vineyard

p. 6 p. 6 p. 7 p. 12

ELEMENTS OF PHYSICAL EVIDENCE

p. 14

3. FACILITY EXTERIOR 4. FACILITY INTERIOR 5. OTHER TANGIBLES

PHYSICAL ENVIROMENT DIMENSIONS 6. AMBIENT CONDITIONS 7. SPATIAL LAYOUT AND FUNCTIONALITY 8. SIGNS, SYMBOLS AND ARTIFACTS

p. 14 p. 19 p. 25

p. 27 p. 27 p. 30 p. 33

SERVICESCAPE: AFFECTING EMPLOYEE AND CUSTOMER BEHAVIOR p. 35 9. BEHAVIORS 10. INTERNAL RESPONCES TO THE SERVICESCAPE 10.1 Environment and Cognition 10.2 Environment and Emotion

p. 35 p. 36 p. 37 p. 37 3

10.3 Environment and Physiology

CONCLUSIONS, IMPLICATIONS AND CONNECTIONS 11. CONCLUSIONS 12. MANAGERIAL IMPLICATIONS 13. PROVIDERS (EMPLOYEES ETC.)

APPENDICES

p. 38

p. 38 p. 38 p. 39 p. 39

p. 40

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ABSTRACT

Servicescape theory works to explain the effects the physical evidence in a service environment have on customer mood states and behavioral intentions (Bitner, 1992). Since it is acknowledged that tourism destinations (Hu and Ritchie, 1993) and wine regions (Hall, Johnson and Mitchell, 2000) are a combination of tourist facilities and services, a wine region is viewed as a context-specific service environment. Thus, servicescape elements such as ambient conditions, spatial layout and functionality as well as signs, symbols and artifacts (Bitner, 1992) are included in the winescape. Wine tourism is the visitation to vineyards, wineries, wine festivals and wine shows for which grape wine tasting and/or experiencing the attributes of the grape wine region are the primary motivators (Carlsen and Charters, 2006; Hall, Johnson and Mitchell, 2000). Wine tourism research, although in its infancy stage, is of growing importance to both the wine and tourism industries. Wine tourism creates better synergies with the development of regional economies (Carlsen, 2004; Gammack, 2006; Hall, Johnson and Mitchell, 2000), builds greater brand awareness and involvement (O’Neill and Charters, 2000) and increases post visit purchase behaviors (Johnson and Bruwer, 2007; Mitchell and Hall, 2006). However, the early body of research in the field is largely conceptual in nature, lacking in theoretical underpinning and empirical application (Carlsen, 2004; Mitchell and Hall, 2006). A construct commonly used in wine tourism literature is the ‘winescape’ (e.g. Bruwer and Alant, 2009; Carmichael, 2005; Peters, 1997). Generally, the winescape refers to attributes of a grape wine region (Peters, 1997). Specifically, the winescape encapsulates the interplay of “vineyards, wineries and other physical structures, wines, natural landscape and setting, people and; heritage, towns and their architecture and artifacts within them” (Johnson and Bruwer, 2007, p.277). Findings suggest that the winescape is what primarily motivates and drives wine tourist behavior (e.g. Carlsen and Charters, 2006; Hall, Johnson and Mitchell 2000).

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LAND OF BIBLIA CHORA

1.

SOME HISTORY Ktima Biblia Chora is situated on the slopes of Pangeon Mountain, at the village Kokkinochori, near the town of Kavala in the northern-east of Greece. In 1998, Vassilis Tsaktsarlis and Vangelis Gerovassiliou created a vineyard of biological cultivation which today extends to over 350 acres. Within this stretch of land is the modern winery in which the wines of the Estate’s wineis produced. The name “Biblia Chora” certainly contribute the myth behind the successful serviscape. A historical research from the time of Phoenicians since today, by a Greek chemical-oenologist miss Stavroula Kourakou-Dragona, named the wine of this aria “Biblinos Oinos” and the land “Biblia Chora”. From back then to now, we find the white wine “Ovilos” (Semillon 50%, Assyrtiko 50%) with a great distinction and the higher rate between all Greek wines, from Les Citadelles Du Vin 2014 competition in France, as the white wine “Areti” (Assyrtiko 100%) had the same distinctions from Mundus Vini 2014 competition in Germany. The philosophy of the winemaking focuses on the production of high quality wine that is bind by the ecosystem of Paggeon Mountain and expresses the uniqueness of the natural surroundings. To accomplish such an achievement the whole process of winemaking, from viticulture through vinification, is carried out with extreme care based on their knowledge and experience, a result of tradition and technology.

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BIBLIA CHORA DESCRIPTION

The winery (including the estate) and vineyards are situated at an altitude of 380 meters at the foot of Pangeon the village Kokkinohori of Kavala, just 100km east of Thessaloniki and 50km before the town of Kavala. The view from the winery leads the visitor’s eye towards the Strymon Gulf and continues until Mount Athos. Kokkinochori is one of the seven villages of the Municipality of Orfani, the first geographical Municipality of Kavala, the visitor meets when coming from Thessaloniki and along the old highway to Kavala. The inhabitants of the municipality are mostly farmers and cultivate vineyards, olive and almond trees.

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2.1

The winery

The construction of the winery started in June 2001 and was completed in May 2007. The graceful, imposing building of Domain Biblia Chora is surrounded by the vineyards of the Estate giving a different feel to it according to the season and colors of the environment. In its interior, the winery consists of production and bottling spaces, aging in oak barrels or bottles, wine tasting areas as well as a reception and lounging area along with a multiplex room designed to host events, seminars or conferences. The whole of the interior reveals the owners’ exceptional taste and the philosophy of quality and high aesthetics in all aspects concerning winemaking. The production space is formed in two levels and configured in this way so as to enable the works that take place especially during the harvest. It is also equipped with cutting edge technology means of vinification such as: crushing machines, pneumatic press, stainless tanks for the pre-fermentation maceration of white and rose wines, stainless steel fermentation and stabilization tanks with controlled cooling system.

The space for wine ageing in oak barrels consists of two rooms of different levels and architecture. Hundreds of French oak barrels with a capacity of 225l give the red and some white wines of the Domain the beneficiary attributes of wood under ideal maintenance and aging conditions in the stable temperature of 14 degrees and 80% humidity throughout the year.

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The bottling area situated as a natural extension of the space. Includes the automated bottling machine, the bottle washing system, wine filling and installation of natural cork. On the same space, there are the capsule and labelling machines, which are used a few days after bottling and completes the wine production process.

The wine storage space is situated underground. The wine is ready and put in carton or wooden boxes where it remains in low temperature until the time comes to be transported. 8

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The reception area is a well-attended space where guests can have a look at the numerous books about wine and enjoy the view of Pangeon Mountain until their tour around the Estate begins. On the top floor of the building, there are 4 studios (under the names Areti, Galipsos, Ovilos and Biblia Chora) tastefully decorated and fully equipped to meet the needs of modern accommodation for anyone who wishes to stay and experience the atmosphere of the Estate.

The multiplex area overlooks the top floor barrel room and it’s equipped with state of the art audiovisual technology and projection devices, which makes it ideal for conferences and any kind of social events.

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The cellars in the basement of the Domain consist of vaulted rooms made according to the ideal ageing conditions. The areas lead to the wine tasting space through a glass wall that gives the visual perspective of both sides. Visitors can taste the different types of wine while marveling at the impressive view of the barrels waiting quietly for the wine to age. The environment combines the classic style with the modern, wood with stone, inox and glass.

2.2

The vineyard

The private vineyards of Domain Biblia Chora are situated at an altitude of 380 meters and they stretch over about 350 hectares. The regional climate is purely Mediterranean with mild winters and cool summers affected both by the sea breeze of the Aegean and the volumes of mount Pangaion. There is a great temperature difference between daytime and nighttime, which acts beneficially upon the slow maturing of the grapes. The soil is rocky, barren, limestone, clayey with good levels of drainage.

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The vineyard is cultivated according to the biological agricultural standards, respecting the environment and the local flora and fauna as well as the people involved. The varieties presently cultivated at Ktima Biblia Chora are the Greek Assyrtiko and Agiorgitiko and the foreign Sauvignon Blanc, Chardonnay, Semillon, Gewürztraminer, Syrah, Cabernet Sauvignon and Merlot.

Experimentations with Greek and foreign varieties are constantly taking place at the Domain in order to note their adaptation in the area as well as their wine potential. A great deal of attention is also given in the cultivation and consequent revival of some unknown varieties of the area of Pangeon Mountain.

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ELEMENTS OF PHYSICAL EVIDENCE

3. FACILITY EXTERIOR When coming upon the estate of Biblia Chora the scenery resembles that of the wineries of Burgundy and Bordeaux. Built upon the slopes of Paggaio Mountain the estate captivates the eye, while succeeding to harmoniously blend with the environment.

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Surrounding environment:

Visitors be either by vehicle or foot, gain access to the estate by an entrance situated at a level lower than the level height of the estate, connected to the main road. The estate itself including some vineyards adjacent to it is surrounded by a tall stone made wall. The wall itself gives the feeling of old and adds the feeling of grandiose although the winery was constructed from scratch in the later years. The estate can be accessed by the main gate, situated at the center of the estate facing the door of the manor itself. The gate is constructed by wood painted in earthly brown color. The size of the gate and its placement to the wall enhances evermore the feeling that a medieval châteaux of old would give. 14

The gate leads to a slightly acclivity road that seems to be paved with large blocks of stone several meter long and wide offering a smooth walk instead of the probable annoyance a dirt road would provide if it had not been modified. The road itself has rows of trees neatly situated across the sides, and with equal spacing among them whereas next to them two fields of vines stretch, one at each side each field almost forming a perfect cube whose grid is made of lawn. The road also has light stands across it on both side thus making it easily visible during night hours.

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Signage:

There are clear signs indicating where the private entry road begins. The signs themselves are both in English and in Greek. The material on which they are designed upon is carved wood. 

Parking:

If one wishes to park their vehicle though they must drive all the way up to the winery itself and park at the side which also seems to serve as a loading bay. The parking itself is quite spacious, though it allows the view of the personnel entrance which should probably be avoided.

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Landscape:

Half way to reaching the main entrance of the château itself the road connects to a small circular yard. The stone floor of the yard is made in such a manner that the floor reminds of the circles found at a tree log. The circle itself is divided in 4 circles in total. Form the a straight path leads right up to the entrance of the estate while there is a second path that leads to the parking site thus connecting the parking to the main road.

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Exterior design:

A single set of stairs that breaks into two set of sets composed of a small number of s leads to the main building. The main building is made of two floors. The ground floor has a large area at the front though elevated from the ground level of the road thus making it seems like a courtyard balcony of a rectangular shape. (The idea is better imagined with connection of the above photograph) On both sides there are garden cut only by the staircase itself.

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Construction materials: The materials used are of modern origin since the estate itself was only created in 1998. The owners went to great length to not make it look generic. Two ground level panels of the mansion combined with a another two of the upper floor give the impression of brick, while the far left and far right wall of the ground floor give the impression that they were crafted by stone. The ground floor has a total of 15 windows. Three of them that pose on the center resemble arches while the six and six that are situated left and right are of rectangular shape. The upper floor employs the use of also six and six windows on each side while the upper floor also has a balcony at the center it has what form afar would appear to be six windows also resembling arches though they actually serve as door leading to the balcony itself. All of the windows including the balcony door are very high easily allowing sunlight to pass through them but also giving a large view of the outside area. The use of aluminum was avoided and instead the frame is made of wood both at door and windows painted in dark brown giving elegance and warmth to the building as well as matching the concept of the brick and stone walls.

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4. FACILITY INTERIOR

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Interior design:

Eight spacious places in the winery’s ground floor and basement, where the production process is evolving, and the reception and hospitality room of visitors and customers. On the upper floor there are four studios and Mr. Tsaktsarlis private residence. All build from stone, timber, glass and inox.

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Equipment: There is equipment that is constantly updated and replaced annually.

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Layout:

The winery’s layout is configured so that the visitor makes a full tour of all places, without repeating. The tour in Biblia Chora begins at the reception room. Then, the visitor go downstairs to the wine tasting room. From there, guests can see the cellar where the barrels filled with every wine variety are. Another cellar separated in small rooms full of bottles is the next stop. An inner stair take guests to the distillation cauldrons. Following the path between the giant cauldrons, people pass to the production area where the winery’s exit is.

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Air quality / temperature:

All the quarters – except the production’s, where the doors are always opened – have comparable temperatures and are stabile. Especially the two aging areas of the vintages in the oaken barrels have temperature