Gender-a Crucial Neglected Element in the Service Encounter: An Exploratory Study of the Choice of Hotel Masseur or Masseuse

This exploratory study examines consumer preferences for a masseur or masseuse, using qualitative interviews of 52 participants. The findings suggest that gender preferences and the meanings assigned to the consumption experience, a massage, are linked with elements, including (a) the main purpose of the massage, (b) customer gender, (c) massage type, (d) companion to massage, (e) stereotypes of masseur/masseuse, and (f) readiness to be exposed to and touched by a nonfamiliar person of the opposite sex. Findings indicate that preferences are linked to the gender of both the customer and the service provider. It appears that massage is governed by social norms in a male-dominated society. In addition, the perception of the experience as either a health treatment or leisure experience is linked to the legitimacy of preferences for a masseur or masseuse. Implications for hotel management and researchers are suggested, highlighting the interaction between genders in tourism service encounters.