Discrimination from? service personnel against customers (such as the LGBT group) can lead to service unfairness and failure. Based on an extended model of the theory of planned behaviour (TPB), this study aims to explore factors affecting the fairness and quality of hotel frontline staff’s service provision toward LGBT guests. Data were collected from a sample of 599 frontline staff from 17 hotels in two major cities of China. It found that homophobia can jeopardize the staff’s attitude and further reduce their intention to provide quality service to homosexual guests. The level of gaydar, by comparison, can enhance behavioural control and thus may encourage the staff to provide quality service. Organizational norms also exert a moderating effect on the relationship between staff’s attitude toward serving homosexual guests and their service intention, which indicates that the behaviour of employees to provide fair and high-quality services to homosexual guests can be normative.