Facial attractiveness and stereotypes of hotel guests: An experimental research

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 guestsʹ facial attractiveness with their assumed characteristics that can lead to stereotyping. Hotel employees often link the guestʹs facial attractiveness with three common perceived characteristics – guestsʹ propensity to spend, guestsʹ predisposition to being demanding and guestsʹ ‘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.