SUGGESTION OR COERCION: GRATUITY ENVELOPES AND HOTEL GUESTS’ TIPPING BEHAVIOR

[[abstract]]Three studies investigated hotel guests’ tipping behavior after introducing housekeeping gratuity envelopes in an upscale hotel. Specifically, this research employed field data to examine the roles that gratuity envelopes played on guests’ tipping behavior. This research aimed to explore the factors that motivate hotel guests to leave tips for room attendants. The first paper addresses conformity behavior in regard to social influence. This paper aimed to answer the research question: Do gratuity envelopes increase the tip compensation for room attendants? Drawing from cognitive evaluation theory, the second paper explores hotel guests’ tipping behavior after implementing housekeeping gratuity envelopes and focuses on the following research question: What kind of gratuity envelope message is more effective to increase hotel guests’ tipping behavior? The third paper focuses on social norm theory, a normative approach that influences hotel guests’ tipping behavior, and aimed to answer this research question: Will social norms motivate hotel guests to participate in tipping inside hotel rooms?[[journaltype]]國外[[booktype]]電子版[[countrycodes]]US