2) How important do you consider the aspects of emotional and aesthetic labour for a tour representative, tour guide, travel agency staff, air hostess, manager, taxi/bus driver, administrator or training provider?Anne: Aesthetic labour – that is exactly what the tourism/hospitality industry is all about and I agree with the points that were made. If an organization has a particular corporate image then the employees on the front line should reflect that image. I don’t necessarily think that this is based on looks alone, I think that it is more to do with personal presentation and personality. If you are promoting a product you are in essence selling yourself. If people do not warm to you they will not buy the product or will not return. For example, when I was a resort manager overseas, if I had a hotel that had predominantly young single groups of men then I would put my best looking, liveliest female rep in there. Some people may see that as discrimination towards the other reps, but that is the nature of the business I’m afraid and ensured that I hit my sales targets. It was also expected by the guests who had bought into the brand image that the company was projecting at the point of sale. Similarly, managing a team of cabin crew, I expect them to look and behave a certain way. If one of my crew members turns up for work with ladders in her tights, no make-up and her hair all over the place, she will be sent home. I absolutely agree that employees should be expected to look and act a certain way when dealing with members of the paying public.