Nonverbal communication in hotels as a medium of experience co-creation

Mohammad Shahidul Islam, Ksenia Kirillova

Research output: Journal article publicationJournal articleAcademic researchpeer-review

Abstract

Although the Service-Dominant Logic literature hinted on the importance of nonverbal language for value co-creation, nonverbal communication as an experience co-creation component has not been explicitly addressed in either hospitality and tourism or general management context. Through the constructivist lens, this research focuses on kinesics, which is the most noticeable component of nonverbal communication, in hotels as a medium of experience co-creation in the guest-employee dyad. Four video-elicitation focus groups, with 12 hotel employees and 12 guests, found reciprocity (mutual recognition, insight exchange, expectation formation) and engagement (customized attention, relationship building, a sense of affinity) as two major dimensions of kinesic experience. Furthermore, employees' imperative and guests' complacent cues act as value triggers, contributing to experience co-creation between guests and employees. Based on empirical results and related literature, the framework of experience co-creation centred on kinesics is proposed; practical implications regarding frontline employees’ nonverbal communication competencies are discussed.

Original languageEnglish
Article number104363
JournalTourism Management
Volume87
DOIs
Publication statusPublished - Dec 2021

Keywords

  • Customer engagement
  • Experience co-creation
  • Hotel services
  • Kinesics
  • Service-dominant logic
  • Video elicitation

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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