The Language of Trust: The Roles of Service Discourse Markers in Shaping Guest Satisfaction and Perceived Professionalism in Tourism and Hospitality Encounters

Abstract

The research reviews the literature on high-frequency Service Discourse Markers (SDMs) in the tourism and hospitality industries, including welcoming greetings, expressions of gratitude, apologies, small talk, hedges, and alignments that affect customer satisfaction and perceptions of professionalism. By regarding underlying assessments of warmth and professionalism and, consequently, trust, the strategic use of SDMs, framed within the "language of trust," is crucial in bridging the gap between service staff and guests. Drawing on insights from interactional sociolinguistics and the Stereotype Content Model, this review synthesizes existing research on how verbal and textual SDMs promote service outcomes through offline and online channels. This review examines these markers in relation to their existence, authenticity, and effects on rapport quality, trust-based loyalty, and broader business KPIs, such as brand loyalty and revisit intentions. Overall, the literature indicates that SDMs are important communicative resources for fostering social and emotional alignment in the global hospitality industry, while also highlighting the need for targeted linguistic training, as well as the design of artificial intelligence (AI) interfaces that account for these markers, to be implemented to enhance guest satisfaction and build trust among clients.