Emotional Labour and Santa Claus
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Santa Claus is jovial and conveys positive and esteem-enhancing emotions to customers through philanthropic emotional management. Santa school produces professional Santa Claus actors who follow narrowly prescribed training and adhere to display rules for uniformity of delivery, look and purpose of performance. This study of 11 Santa actors investigates the emotional labour associated within a servicescape and public relations environment. The implications suggest that the performance of Santa Claus is contingent on good training, strong personal values and a willingness to interact with visitors in a flexible, yet purposeful manner.
ANZMAC 2008 (Proceedings of the Australian & New Zealand Marketing Academy Conference)
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