Given the power of physical the Servicescape on customer experiences, it is not surprising that hotels, restaurants, and tourism attractions invest millions of dollars each year to update and renovate their atmospherics. To gain a deeper understanding of the impact of atmospherics on tourist experiences, we propose that four types of stimuli (visual, aural, olfactory and tactile) jointly influence consumers' emotional reactions to the physical environment, thus influencing their cognitive evaluations and behavioral responses.