Looking Good, Feeling Better? Aesthetic Labor’s Role in the Well-being of Hospitality Staff in Khyber-Pakhtunkhwa

This study digs into how frontline employees in the hospitality industry perceive aesthetic labour practices and whether these practices affect their psychological well-being. We conducted a qualitative exploration, and interviewed 12 frontline workers chosen through purposive sampling for their direct experience with aesthetic labour roles. Using thematic analysis, we sifted through the data and uncovered two main understandings: employees often have a shaky grasp of what aesthetic labour entails, yet they report feeling uplifted by it in terms of mental well-being. The findings hint that even with limited understanding, engaging in these practices can boost how employees feel about their jobs. We suggest hospitality managers work on building awareness among staff about aesthetic labour and find ways to spur them toward better performance in these roles, which could benefit both the workers and the businesses in the hospitality sector.