The Impacts of Frontliners’ Physical Attractiveness on Customer Participation in Resort Hotels: A Conceptual Paper Contribute to SDGs

Objective: This conceptual paper proposes a model to identify how resort hotel consumers’ participation intention and appreciation relate to their impressions of service frontliners. By deeper understand consumers participation to promote decent work and economic growth, and sustainable development goals (SDGs). Theoretical Framework: The main concepts and theories underpinning the research are presented, with the Stimulus-Organism-Response (S-O-R) theory serving as the foundation. This paper provides a research framework that investigates the direct relationship between hotel frontliners' physical attractiveness (Stimulus) and consumer participation intention (Response), with consumer appreciation (Organism) acting as a mediator. Physical attractiveness in this study is represented by three dimensions: dressing, health, and facial attractiveness. Method: The conceptual model was developed based on existing theories, through a review of literature from psychology, sociology, and service marketing. Research Implications: The practical and theoretical implications of this research are discussed. This conceptual paper offers a tool for researchers to explore consumer behaviours in relation to service frontliners’ physical attributes. The knowledge exploration will contribute to SDG8, decent work and economic growth. Originality/Value: This study addressed the underlying process between physical attractiveness and consumer participation intention and identified consumer appreciation as a mediator between frontliner attractiveness and consumer participation.