Creative tourism and emotional labor: an investigatory model of possible interactions

Abstract

Purpose - The purpose of this paper is to discuss whether creative tourists can transform the service encounter in city hotels in a way that can reduce the amount of emotional labor required from service employees and its negative consequences. Design/methodology/approach - Based on current definitions of creative tourism, on the literature of culture, culture's relation to emotions and emotional labor, the researchers develop a conceptual spatial model for the city. The model aims to understand how creative tourists can influence the hospitality industry as they move between creative and standardized spaces. Findings - The spatial model conceptualizes the city as having two divergent spaces for creative tourists. The model suggests that differently constructed characteristics of these spaces interrupt the continuity of the creative tourism experience. Therefore, the possibility of a transitive relationship between these spaces may benefit both creative tourists, by providing unity to their experiences, and service employees, by reducing the amount of organizational control on their emotional displays during service encounters. Research limitations/implications - The paper offers a preliminary model. Therefore, empirical research is obligatory to understand whether this proposed spatial model and the related consequences have equivalence in real life situations. Practical implications - The model can bring about various practical implications for human resources processes of hotels ranging from selection to training. Originality/value - The study offers a model proposing a continuity of creative tourist experiences in different spaces. It also constitutes an effort to question the requirement of emotional labor from hospitality employees.