“…However, it may also consider the socio-material contexts within hospitality settings that facilitate or drive innovative forms of deviance, either because they respond to flawed or incomplete organisational and consumer practices, or because the socio-material environment acts as an incubator, promoting innovative norm-breaking (cf. Baradarani & Kilic, 2017;Boukis, 2016;Ukko, Saunila, Parjanen, Rantala, Salminen, Pekkola, & Mäkimattila, 2016).…”