Tóm tắt
PurposeThis study explores Photovoice as a participatory visual research method to capture hotel guest experiences. Traditional surveys and interviews often fail to reflect emotional and sensory nuances. expectancy-disconfirmation theory (EDT) and service-dominant logic (SDL) support this approach, positioning Photovoice as a powerful tool for understanding guest satisfaction, service quality and engagement.Design/methodology/approachA structured framework guides the implementation of Photovoice in hospitality research. Guests visually document their experiences, followed by facilitated discussions to extract more profound meanings. Ethical considerations, including participant privacy, consent and responsible image use, receive careful attention. Thematic analysis ensures a rich interpretation of visual and textual data, offering comprehensive insights into guest perceptions.FindingsPhotovoice uncovers hidden dimensions of guest experiences, emphasizing cleanliness, comfort and personalized service. These insights highlight service strengths and pinpoint areas requiring improvement, surpassing the capabilities of conventional research methods.Practical implicationsThe findings assist hospitality managers in refining service strategies, tailoring guest interactions and fostering stronger brand loyalty. Researchers gain a methodological tool that enhances qualitative inquiry through participant-driven data.Originality/valueThis study introduces Photovoice to hospitality research, presenting a fresh methodological approach that links visual narratives with experiential understanding, ultimately enriching guest experience analysis and service innovation.