Looking good and sounding right: a scale development of aesthetic labor in the hospitality industry

Purpose This study aims to develop a measurement scale for employee aesthetic labor (AL) in hospitality from the perspectives of frontline employees of international tourist hotels and airlines. Design/methodology/approach The authors utilized both qualitative and quantitative methods to develop the AL scale. Participants were frontline employees of international tourist hotels and airlines in Taiwan. The authors’ analysis incorporated both exploratory and confirmatory factor analyses to examine the results. Findings A four-factor, 21-item hospitality AL scale with satisfactory validity and reliability was created. The four AL factors are appropriate voice and response, pleasant appearance, corporate aesthetic image delivery and polite and elegant demeanor. Research limitations/implications The developed AL scale can serve as a useful tool for the hospitality industry in terms of employee recruitment and training to align with the corporation's aesthetic image and reduce the potential burden of AL on employees. Originality/value Based on dramaturgical theory, this study focuses on the AL practices that are performed during service encounters with customers. It is potentially the first AL scale to be constructed using rigorous scale development procedures.