“…Throughout this paper, the author will apply these dictionary definitions in order to contextualise naturalness to the hospitable experience. Hospitableness is the quality or state of being hospitable alongside the willingness to be hospitable for its own sake, without any expectation of recompense or reciprocity (Heal, 1990;Telfer, 1995Telfer, , 1996Derrida, 2000;Hemmington, 2007;Lashley, 2007Lashley, , 2014O'Gorman, 2007;Ariffin, 2013;Lugosi, 2014;Tasci et al, 2016;Lynch, 2017;Pijls et al, 2017;Filimoanu and Brown, 2018). Co-creation is seen by an initiative, or form of strategy, that brings different parties together (in this instancestaff, customers and managers of hospitality servicescapes), in order to jointly produce a hospitable experience (Marques et al, 2015;Chathoth et al, 2016;Dimitrios and Yeyen, 2019;Kim et al, 2019;Lin et al, 2019;Shulgar and Busser, 2020).…”