Abstract
Existing research in hospitality literature has studied hospitality vis-à-vis the host-guest spectrum, focusing on either the practice of hospitality in different service encounters or hospitality outcomes such as customer expectations and satisfaction. While existing studies are predicated on the assumption that satisfactory experience is achieved through the enactment of ‘hospitality’, what it means to be hospitable, though, remains a poorly defined concept in the scholarship. Drawing on the ‘hospitality as culture’ perspective, this research aims to understand the culture of hospitality in the alternative healthcare of chiropractic. Guided by constructivist grounded theory, we conducted in-depth interviews with eleven chiropractors and ten patients in Malaysia. Our findings reveal three mechanisms that help chiropractors understand hospitality as a culture: negotiating, internalizing, and enacting.
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