TY  - BOOK
AU  - Dizon, Rochelle T.
AU  - Rivera, Frances Elisa
AU  - Salamatin, Yna Jericha
AU  - Tidbury, James Kyle
AU  - Videña, Tristle M.
TI  - Customers’ perceptions on visible tattoos on tourism and hospitality professionals : : A cross-sectional quantitative study 
SN  - 1908-3165
KW  - Visible Tattoos
KW  - Tourism and Hospitality Industry
KW  - Customer Perceptions
KW  - Professionalism
KW  - Individuality and creativity
KW  - Dress code policies
KW  -  Workplace culture
N1  - I. ABSTRACT

Visible tattoos have transcended their subcultural roots to become mainstream elements of
personal expression, yet their acceptance in professional settings, particularly within the tourism
and hospitality industry, remains variably perceived. This study investigates how visible tattoos
on hospitality professionals affect customer perceptions, addressing a significant gap in
quantitative data regarding customer viewpoints. This cross-sectional quantitative study surveyed
255 customers from various tourism and hospitality establishments in Tagaytay City using
purposive sampling to reflect diverse interactions in hotels, restaurants, and coffee shops by the
use of an adapted survey questionnaire by Hamilton (2019). Participants rated their perceptions of
professionalism and aesthetic appeal of visible tattoos on service providers using a Likert scale.
The findings indicate a moderate acceptance of visible tattoos across the sector, with a mean score
of 2.99 suggesting neutral to slightly positive attitudes. Younger demographics showed a more
favorable perception, associating tattoos with individuality and creativity, while older groups
tended to view them as unprofessional. Significant industry-specific differences were observed,
with casual settings like coffee shops showing greater acceptance compared to formal
environments like hotels. The results suggest that tourism and hospitality businesses need to
consider these nuanced perceptions in their policy formulations and staff training programs.
Adapting dress code policies and fostering a workplace culture that respects diverse expressions
of identity may enhance customer relations and employee satisfaction in this dynamically changing
industry.
ER  -