Real numbers, imaginary guests, and fantastic experiences : the Grand Seaside Hotel and the discursive construction of customer service

Based on a fourteen-month period of ethnographic research conducted in an Australian Coastal hotel, this thesis explores the issues of management in a flexible organization. Using a textual approach to the study of organizations, the thesis focusses on the customer service discourse, its constituents, and the processes of its symbolic (re-) production in the hotel studied. Using a variety of textual data-among them academic publications from authors as diverse as Foucault, Clegg, Haugaard, Ritzer and Castoriadis; various forms of fieldnotes; and detailed descriptions of ritual and ceremonial events - the thesis not only provides a vivid account of organizational life at the hotel, it also identifies aspects of the latter such as meetings, training and reward programmes, and customer response schemes, as disciplinary technologies applied to govern both employees and customers. Extending the considerations about the disciplinary qualities of the customer service discourse and linking them with the issues of new forms of control as recently debated in the larger field of organization studies, the thesis will identify the processes of imagination, normalization, and subjugation as central to the establishment of a new management doctrine: corporate culturism. This discussion will also reveal the essentially hybrid nature of control under this new doctrine and it will expose the process of managing meaning as fundamental to its constitution and endurance. Respectively, the thesis will identify the hotel studied as an organization that thrives on corporate culturism. As the thesis represents a contribution to the field of (organizational) ethnography, it will - by recurrently reflecting on some of the contemporary debates in the field- implicitly address status and practicability of empirical (ethnographic) research in a postmodern world.