Conceptual Paper: Impact of Hotel Frontliners' Social Attractiveness on Consumer Participation: Mediating Role of Consumer Appreciation and Moderating Influence of Interpersonal Trust

Underpinned in the Stimulus-Organism-Response (S-O-R) framework, this conceptual paper presents a model that explores how consumers’ intentions to participate and their level of appreciation are influenced by their perceptions of service frontliners in the context of hotels. The model is based on established theories and draws from a wide array of literature in psychology, sociology, and service marketing. This study examines the relationship between the social attractiveness of hotel frontliners (Stimulus) and consumer participation intentions (Response), with consumer appreciation (Organism) acting as a mediating variable. In this context, social attractiveness is analysed through three dimensions: likability, similarity, and friendliness. Beyond S-O-R, interpersonal trust is considered as a moderator to strengthen social attractiveness’ influence toward consumer participation.