Consumer participation in commercial hospitality

Peter Lugosi

41 citations0/0 files storedInternational Journal of Culture Tourism and Hospitality Research

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Consumer Behavior in Brand Consumption and Identification Service and Product Innovation Night-time city culture

Abstract

Purpose This paper examines customers' participation in the production of commercial hospitality. Drawing on a study of queer consumers (i.e. lesbian, gay, bisexual and transgender individuals), the paper considers the ways in which frequently circulated understandings, or myths, shaped consumers' actions. The case study is used to highlight previously under examined dimensions of participation. Design/methodology/approach The paper draws on an ethnographic study of bar culture. The principal method of data collection was participant observation, which involved working at one venue for 27 months, as well as social visits throughout a five‐year period. Participant observation was complemented by semi‐structured interviews with 26 informants, 19 of whom were interviewed repeatedly during the research. Findings The paper suggests that three myths were evident in consumers' behavior: commonality, mutual safety, and the opportunities for liberated, playful consumption. Focusing on two particular aspects of participation: performative display and frontline labor, the paper discusses the ways in which these myths influenced patrons' actions. Research limitations/implications The study suggests that an examination of the cultural dimensions of patronage provides crucial insights into consumer participation. The results will be relevant to social scientists and management academics seeking to understand the relationship between shared interest and identity, consumption, and the production of hospitable spaces. Originality/value This study provides a new understanding of both the nature of and motivations for consumer participation. This challenges existing approaches, which have tended to focus narrowly on the managerial aspects of participation in the service sector.

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References

1977Image-Music-Text 1994Gay New York: gender, urban culture, and the making of the gay male world, 1890-1940 1997Customer contributions and roles in service delivery 1996Customer Contributions to Quality: A Different View of the Customer-Oriented Firm 1990Customer participation in service production and delivery.1986Clients as "Partial" Employees of Service Organizations: Role Development in Client Participation 1986Managing customers as human resources in service organizations 2002Closet Space: Geographies of Metaphor from the Body to the Globe

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