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Facial attractiveness and stereotypes of hotel guests: An experimental research

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  • Čivre, Žana
  • Knežević, Mladen
  • Zabukovec Baruca, Petra
  • Fabjan, Daša

Abstract

The purpose of this research was to determine social interaction between hospitality employees and their guests, and consequently assess how front-line employees categorize and stereotype hotel guests based on their facial attractiveness with reference to three main characteristics. Social stereotypes represent a means of information transmission in the communication process and can enable a more rapid transfer of information during the service delivery in the hospitality industry. The experimental research was conducted with 113 hospitality employees at seven hospitality organizations on the Slovenian coast. The results showed a correlation between the perception of hotel guests' facial attractiveness with their assumed characteristics that can lead to stereotyping. Hotel employees often link the guest's facial attractiveness with three common perceived characteristics – guests' propensity to spend, guests' predisposition to being demanding and guests' ‘kindness’, and tend to stereotype them on the same basis. These research findings contribute to a better understanding of the complex interactions that occur during a service encounter and show how facial attractiveness of guests plays an important role in the construction of stereotypes by the hospitality employees.

Suggested Citation

  • Čivre, Žana & Knežević, Mladen & Zabukovec Baruca, Petra & Fabjan, Daša, 2013. "Facial attractiveness and stereotypes of hotel guests: An experimental research," Tourism Management, Elsevier, vol. 36(C), pages 57-65.
    • Handle: RePEc:eee:touman:v:36:y:2013:i:c:p:57-65
    DOI: 10.1016/j.tourman.2012.11.004
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    1. Söderlund, Magnus & Julander, Claes-Robert, 2009. "Physical attractiveness of the service worker in the moment of truth and its effects on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 16(3), pages 216-226.
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    1. Sung-Bum Kim & Seunghwan Lee & Dae-Young Kim, 2018. "The effect of service providers’ facial hair on restaurant customers’ perceptions," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 277-303, June.
    2. Li, Yaoqi & Zhang, Chun & Fang, Shujie, 2022. "Can beauty save service failures? The role of recovery employees’ physical attractiveness in the tourism industry," Journal of Business Research, Elsevier, vol. 141(C), pages 100-110.
    3. Fang, Shujie & Zhang, Chun & Li, Yaoqi, 2020. "Physical attractiveness of service employees and customer engagement in tourism industry," Annals of Tourism Research, Elsevier, vol. 80(C).
    4. Ifie, Kemefasu & Mousavi, Sahar & Xie, Junyi, 2023. "Enforcement of service rules by frontline employees: A conceptual model and research propositions," Journal of Business Research, Elsevier, vol. 154(C).

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