October 2022 “Stay in your lane.” Sage advice, but to innovate you need room to maneuver. In Hospitality, we have “lanes” that can be tracked along the lines of subject areas that include Finance, Operations, Food & Beverage, Lodging, Marketing, and Leadership, among others. In fact, many of the issues of this journal have been […]
October 2022 By Makarand Mody, Associate Professor of Hospitality Marketing; Director of Research; Chair of Undergraduate Programs, Boston University School of Hospitality Administration I am delighted to present this special issue on Consumer Behavior for the Boston Hospitality Review. The last two years since the beginning of the COVID-19 pandemic have truly served as an […]
By Jonathan Katz, Partner, ACOM Healthcare; Board Member, National Tay-Sachs & Allied Diseases Association; Lecturer, Boston University – School of Hospitality Administration The dominance of digital marketing is a natural outgrowth of the continual rapid advancement of technology and how society has embraced digital platforms as a fundamental way of communicating. With each jump forward, […]
By Jochen Wirtz, Professor of Marketing, National University of Singapore; Werner H. Kunz, Professor of Marketing, University of Massachusetts; and Stefanie Paluch, Professor of Marketing, RWTH Aachen University The Service Revolution has begun The Industrial Revolution, started in the late 18th century, dramatically increased our standard of living by making high-quality, low-cost manufactured goods available […]
By Juliette Van Vleck, Boston University ’23 What is Sustainability Marketing Myopia? On a physical level, myopia is nearsightedness, a common vision condition that causes objects farther away to appear blurry while objects close by are crystal clear. Examining this physical condition through an abstract lens, marketing myopia refers to a lack of insight into […]
Welcome to Boston Hospitality Review: Consumer Behavior Edition Let’s cut to the chase. What was “at your service” has been replaced by consumers expecting to have services “on-demand.” The imagery of a butler in white gloves carrying a silver tray has been replaced by shouting across the room, “Hey Alexa,” followed by a command in […]
By Lu Zhang, Ph.D., Associate Professor, Michigan State University, and Wei Wei, Ph.D., Associate Professor, University of Central Florida Introduction Celebrity endorsement as an effective marketing tool has long been recognized by hotels, restaurants, and tourist destinations. It has a positive impact on brand image, consumer buying behavior, as well as firms’ financial performance. Companies spend […]
By: Nathan Line, Cecil B. Day Distinguished Professor, Dedman College of Hospitality, Florida State University Managers of service organizations have long understood the importance of creating a service environment that is both aesthetically appealing and conveniently functional. The design of consumption space is especially important in the hospitality industry where the duration of the consumption […]
By Alex Gibson, Assistant Head of School, School of Marketing, TU Dublin, and Barry Rogers, Smart Tourism Programme Manager, Smart Dublin Abstract As technology advances, its application in the tourism domain has continued to expand. Among the most promising ways technology can be deployed in this context are digital trails. Immersive technology and AR (Augmented Reality) […]
“What guests really remember about a hotel is not service (the task that is expected) but it [is] the hospitality that is exhibited.” – Montgomery, 2016 By Lu Lu, Ph.D., Assistant Professor, Temple University Service Interactions – Why Does it Matter? The hospitality industry thrives on producing exceptional customer service. Different from other businesses, hospitality […]