Abstract
Purpose This paper aims to investigate the ways in which customer demands and actions can contribute to or detract from decent and dignified working conditions, emphasising the need for a more integrated understanding of stakeholders in the tourism labour market. Design/methodology/approach This viewpoint article explores the often-overlooked role of customers in shaping the parameters of decent work within the service sector, particularly in the context of tourism and hospitality. Findings The aim of this viewpoint paper is to spark enhanced theoretical and empirical scholarly engagement with the neglected role of customers within the decent work debate and to provide a roadmap for policy and practice to consider customers in the decent work equation in tourism services. Originality/value This paper is the first attempt to map the relationship between customer choices and the consequences these have for outcomes, particularly decent work and the dignity of frontline workers.