Introduction of generosity into commercial hospitality: Conceptual foundations

Generosity, a charitable and kind gesture towards others, was an integral aspect of hospitality in ancient times. The concept of generosity however has not yet been sufficiently examined in contemporary, commercial hospitality. In commercial hospitality, generosity can be facilitated through a generosity economy – an economy where generous acts are encouraged and nothing is expected in return. This article aims to understand the role of generosity in commercial hospitality as part of generosity economy. A model of generosity in commercial hospitality has been developed, providing a preliminary understanding of how generosity can be created in commercial hospitality contexts. Theoretical and practical implications and directions for future research are outlined.