From servicescape to transformative sexscape: embracing sexual well-being in service research

Purpose – This viewpoint aims to raise awareness of the importance of sexual well-being and to highlight the role service researchers and providers can play in supporting it, particularly with regard to groups experiencing vulnerability. Despite its contribution to overall well-being, sexual well-being remains notably underexplored within the service research literature. 
Design/methodology/approach – This viewpoint conceptualizes sexual well-being as a multidimensional construct shaped by socio-cultural factors. It introduces the concept of the “transformative sexscape” as an extension of the servicescape, emphasizing the need to consider the design of physical, social, symbolic and digital service environments in relation to sexual well-being. 
Findings – The paper identifies how servicescapes can intentionally and unintentionally reinforce dominant social and cultural norms (e.g. gender norms), thereby contributing to exclusion and stigma. This is particularly true for individuals experiencing vulnerabilities such as older adults, individuals experiencing disabilities and LGBTQIA+ individuals. Carefully designing sexscapes is important to promote sexual well-being for everyone. 
Practical implications – Service providers across sectors such as healthcare, hospitality, retail and digital platforms can play a transformative role in fostering inclusive transformative sexscapes that affirm diverse sexual and emotional needs both during classic services (e.g. healthcare) or services directly linked to sexual activity (e.g. swingers club). 
Originality/value – To the best of the authors’ knowledge, this paper is among the first to explicitly integrate sexual well-being into the service research agenda. By extending the servicescape framework to include socio-cultural dimensions of sexual well-being, the paper offers a novel lens for understanding how service environments can either hinder or enhance sexual well-being.