Gender roles and the commodification of beauty and physical attractiveness in restaurants: Perspectives of female servers

Abstract

This study examines the perspectives of female servers on their own gender roles and the commodification of their beauty and physical attractiveness during service encounters in restaurants. Previous studies on this subject have been solely focused on the recipient end, that is, consumers. This study gathers insights from the experiences and opinions of servers themselves. The data for this study were collected using semi-structured interviews with twenty female servers working as food and beverage attendants in various restaurants in Macao, China. The findings show that the ways female servers construct their own perceived gender roles are highly influenced by a continuous process of reinforcing stereotypes associated with the traditional gender roles of women. This study also details the measures and practices restaurants in Macao employ to commodify beauty and physical attractiveness of female servers. Of particular note is the finding that, despite recognizing how they were being stereotyped, servers showed no objection to such practices. Nonetheless, the study discusses how such practices devalue contributions women make in the tourism and hospitality industry in general and the restaurant sector in particular whilst suggesting measures that help redress this issue.

Gender Bias in the Hospitality Sector: Female and Male Jobs

“…The research also shows that there is a perception that roles involving interaction and welcoming the client, such as the receptionist role, are performed more efficiently by women than by men, reinforcing their ability as caregivers (Mathies & Burford, 2011;Basnyat et al, 2021). Associated with female "natural characteristics", the women are also seen as more skilled at perceiving potential conflicts or negative situations with clients, showing greater ease and patience in resolving them and the ability to calm any changes in the client's mood (Basnyat et al, 2021). Men, on the other hand, are more easily assigned physically demanding tasks (Mathies and Burford, 2011), administrative and management functions, which require more skills and are therefore better paid (Guimarães & Silva, 2016).…”

“…Thus, they are more often assigned functions that are in line with their social roles and that function as an extension of their domestic tasks, so that it is easier to find women in room service or cleaning (Lucena et al, 2021). The research also shows that there is a perception that roles involving interaction and welcoming the client, such as the receptionist role, are performed more efficiently by women than by men, reinforcing their ability as caregivers (Mathies & Burford, 2011;Basnyat et al, 2021). Associated with female "natural characteristics", the women are also seen as more skilled at perceiving potential conflicts or negative situations with clients, showing greater ease and patience in resolving them and the ability to calm any changes in the client's mood (Basnyat et al, 2021).…”

The ‘Smile’ that Delivers the Brand: Organisational Dehumanisation Among Frontline Staff in the Hotel Sector – Evidence from Sri Lanka

“…Frontline employees in the hospitality sector in Sri Lankaand globally are the ambassadors to organisations who convey their organisational image to service recipients. They are expected to "transform their show of personality into a symbol of the company" (Hochschild, 1983, p. 155) via expressing 'right' emotions such as respectfulness, empathy, and enthusiasm (Nyanjom & Wilkins, 2021) while maintaining the required physical attractiveness through bodily as well as visual representations (Basnyat, Che, & Ip, 2021), which often made them victims of emotional and aesthetic dehumanisation. For instance, in most hotels, employees are trained to use manipulated gestures, expressions, voices, and tones to appear sincere and authentic to customers (Chu, Baker, & Faculty of Management Studies, Sabaragamuwa University of Sri Lanka Murrmann, 2012;Kim & Han, 2009).…”

Serving Consumer Expectations: Women Servers' Interpretations of Job Requirements in the Food Service Industry

“…Although Tsaur, Luoh, and Syue (2015) and Genc and Kozak (2020) provide insight into how aesthetic labour is utilized and perceived by both customers and managers in the restaurant industry, there is no consideration of how it is perceived and deployed by workers. A recent study by Basnyat, Che, and Ip (2021) looks at the perspectives of female servers on their own gender roles and the commodification of physical attractiveness during service encounters in restaurants. Noting that previous studies have been mostly consumer-focused, this study focuses on the servers' experiences.…”

“…Additionally, the cultural norms in China differ from that of the US or Canada; the Western beauty standard is a significant determinant in shaping what employers or customers deem attractive. AlthoughBasnyat, Che, and Ip (2021) provide insight into how servers may perceive the commodification of their physical attributes, race was not mentioned. Race is vital to understanding how Canadian employers utilize aesthetic labour through hiring practices and job requirements.The way that restaurants utilize aesthetic labour to brand their employees rests on the historical gendered and racialized divisions of the restaurant industry, whether or not managers and owners are aware of it.…”