'Sexy and Sassy': A Hotel Case Study Investigation Surrounding the Aesthetic Labour Phenomenon and its Role in the Representation of Organisational Branding

Abstract

Aesthetic labour has become an emergent theme within the service sector, particularly hospitality enterprises since the early studies of Hochschilds (1983). Investigation into the pre-existing highlighted areas of the subject requiring further empirical researcher in regards to aesthetic labour and organisational brand projection. Therefore, the study intended to assess employers' use of, and employee awareness of, aesthetic labour in the hospitality industry sector. Additionally, the investigation projected to examine the skills required to work in the hospitality sector, and employers training strategies in relation to aesthetic labour and brand image. Furthermore, the study aimed to determine a relationship between brand image and aesthetic labour within the hospitality sector. A case study approach was taken in order to answer the research questions. An upmarket, hotel within the Edinburgh area was selected as the subject matter. Semi structured, interviews were carried out with two managers and six employees of the hotel within guest facing roles in order to allow comparison across both parties a. The outcomes of the study revealed that the hotel co. valued soft skills as paramount to representing the organisational brand as it was understood that knowledge and expertise is developed through formal and on the job training. On the contrary, employees must expel appropriate personalities suited to the brand thereafter commodification will occur.