To read the full version of this content please select one of the options below:

Consumer participation in commercial hospitality

Peter Lugosi (School of Services Management, Bournemouth University, Poole, UK)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 14 August 2007

1939

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.

Keywords

Citation

Lugosi, P. (2007), "Consumer participation in commercial hospitality", International Journal of Culture, Tourism and Hospitality Research, Vol. 1 No. 3, pp. 227-236. https://doi.org/10.1108/17506180710817756

Publisher

:

Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

Related articles