Makarand Mody

Assistant Professor of Hospitality Marketing

Makarand Mody, Ph.D. joined the faculty at the Boston University School of Hospitality Administration (SHA) in the fall of 2015. He received his Ph.D. in Hospitality Management from Purdue University, and also holds a Master’s degree from the University of Strathclyde in Scotland.

Makarand has a varied industry background. He has worked with Hyatt Hotels Corporation in Mumbai as a Trainer and as a Quality Analyst with India’s erstwhile premier airline, Kingfisher Airlines. His most recent experience has been in the market research industry, where he worked as a qualitative research specialist with India’s leading provider of market research and insights, IMRB International. He has also consulted with companies on branding, service, and marketing strategy related issues and serves as a brand-standards evaluator for a mystery shopping company, Bare Associates International. His diverse industry experience complements his academic expertise to impart a real-world, yet conceptually-grounded understanding of business and management to his students.

Makarand’s research is based on different aspects of marketing and consumer behavior within the hospitality and tourism industries. He is published in leading journals in the field, including the International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, Tourism Management and Tourism Management Perspectives, among others.His work involves the extensive use of inter and cross-disciplinary perspectives to understand hospitality and tourism phenomena. Makarand also serves as reviewer for several leading journals in the field.

Recent Publications

Mody, M., Suess, C., & Dogru, T. (in press). Not in my backyard? Is the anti-Airbnb discourse truly warranted?. Annals of Tourism Research.

Mody, M., Suess, C., & Lehto, X. (in press). Going back to its roots: Can hospitableness provide hotels competitive advantage over the sharing economy? International Journal of Hospitality Management.

Mody, M., Tang, H., Gaulke, C., & Gordon, S. (2018). Examining the Personal and Institutional Determinants of Research Productivity in Hospitality and Tourism Management. Journal of Hospitality & Tourism Education, 30 (1).

Mody, M., Day, G. J., Sydnor, S., Lehto, X., & Jaffe, W. (2017). Integrating country and brand images: Using the Product—Country Image framework to understand travelers’ loyalty towards responsible tourism operators. Tourism Management Perspectives, 24.

Mody, M., Gordon, S., Lehto, X., & Adler, H. (2017). Study Abroad and the Development of College Students’ Travel Venturesomeness. Tourism Management Perspectives24.

Suess, C., & Mody, M. (2017). The Influence of Hospitable Design and Service on Patient Responses. The Service Industries Journal.

Mody, M., Suess, C., & Lehto, X. (2017). The Accommodations Experiencescape: A Comparative Assessment of Hotels and Airbnb. International Journal of Contemporary Hospitality Management, 29(9).

Suess, C., & Mody, M. (2017). Hospitality healthscapes: A conjoint analysis approach to understanding patient responses to hotel-like hospital rooms. International Journal of Hospitality Management, 61, 59-72.

Mody, M. (2016). Creating Memorable Experiences: How hotels can fight back against Airbnb and other sharing economy providers. Boston Hospitality Review, 4(2).

Mody, M., & Day, G. J. (2016). Heroic Messiahs or Practical Businessmen? The Narration and the Reality of Social Entrepreneurship in India. In P. J. Sheldon, R. Daniele & A. Pollock (Eds.), Social Entrepreneurship and Tourism. Springer.

Day, G. J. & Mody, M. (2016). Social Entrepreneurship Typologies and Tourism: Conceptual Frameworks for Social Entrepreneurship in Tourism. In P. J. Sheldon, R. Daniele & A. Pollock (Eds.), Social Entrepreneurship and Tourism. Springer.

Mody, M., Day, G. J., Sydnor, S., & Jaffe, W. (2016). Examining the Motivations for Social Entrepreneurship using Max Weber’s Typology of Rationality. International Journal of Contemporary Hospitality Management, 28 (6), 1094-1114.

Mody, M., Gordon, S., Lehto, X., So, S., & Li, M. (2016). The Augmented Convention Offering: The impact of destination and product Images on attendees’ perceived benefits. Tourism Analysis, 21 (1), 1-15.

Suess, C., & Mody, M. (2016). Gaming can be sustainable too! Using Social Representation Theory to examine the moderating effects of tourism diversification on residents’ tax paying behavior. Tourism Management56, 20-39.

Mody, M., & Day, G. J. (2014). Rationality of social entrepreneurs in tourism: Max Weber and the sociology of tourism development. International Journal of Tourism Anthropology, 3(3), 227-244. 10.1504/IJTA.2014.059839

Mody, M., & Day, G. J., Sydnor, S., Jaffe, W., & Lehto, X. (2014). The Different Shades of Responsibility: Examining Domestic and International Travelers’ Motivations for Responsible Tourism in India. Tourism Management Perspectives, 12, 113-124.


Prereq: SHA HF 100.

This course provides an understanding of the role & function of marketing in the hospitality industry. It offers an overview of generic principles of marketing for any industry (including consumer products & manufacturing) and introduces specialized principles for the hospitality industry. For all topics, it uses examples taken primarily from the hospitality industry. Subjects covered include marketing strategy, marketing research, consumer behavior, segmentation, positioning, product and concept development, pricing, distribution, & marketing communications (including advertising & PR). This course fulfills a single unit in the following BU Hub area: Global Citizenship and Intercultural Literacy.   [ 4 cr. ]

This course offers participants innovative and practical approaches for addressing strategic marketing challenges to improve revenue, profit, and customer loyalty. Using case studies from hotels, restaurants, and hospitality firms worldwide, and referencing cutting-edge research, students will learn the latest applications of strategic thinking and analysis to marketing challenges facing the hospitality industry. They will understand strategic-marketing concepts and principles, and apply the ideas, concepts, and principles to develop innovative and profitable strategies. Recent evolutions in globalization, technology and sustainability necessitate that modern marketing be reconstituted to move into the digital age. Given the role and critical importance of a digital mindset in operating today's businesses, the course will also leverage case studies and real-world examples to help students master the "new marketing" on a strategic and tactical level. In so doing, the course will enable students to explore the design and implementation of marketing programs and activities to build, measure, and manage brand equity for a sustainable competitive advantage   [ 4 cr. ]


  • Higher Diploma, Kohinoor-IMI School of Hospitality Management
  • M.Sc, University of Strathclyde
  • Ph.D., Purdue University

Contact Information

Boston University School of Hospitality Administration
928 Commonwealth Avenue, Room 317
Boston, MA 02215