Tag: Consumer Behavior

Listen to your customer and shift to their behaviors

A BHR Interview with Sandra King, Principal and Founder, STKing Associates LLC Sandra, what are some of the more effective tools companies use to monitor and measure sentiment, trends, and preferences?   Social listening is increasingly being done to better understand the chatter about companies, products, and services. Employing tools available through various AI platforms […]

Letter from the Dean – Consumer Behavior Edition

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 […]

Digital Marketing: Enabling Brands to Connect With Consumers Through Emotion

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, […]

What are the Implications of Service Robots in Hospitality for Consumers?

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 […]

How to Avoid Sustainability Marketing Myopia

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 […]

Letter from the Dean – October 2021 Consumer Behavior Edition

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 What was “at your service” has been replaced by consumers expecting to have services “on-demand.”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 […]

October 2021 Editors’ Letter

By Lydia Hanks, Ph.D., Florida State University, and Makarand Mody, Ph.D., Boston University School of Hospitality Administration We are delighted to present this special issue on consumer behavior for the Boston Hospitality Review. While Covid-19 has had a profound impact on the hospitality and tourism industry, in many ways, it has fundamentally altered how we […]

Influencer Marketing: A Comparison of Traditional Celebrity, Social Media Influencer, and AI Influencer

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 […]

The Rise of Service Robots in the Hospitality Industry: Some Actionable Insights

By Sungwoo Choi, Ph.D., Research Assistant Professor, School of Hotel and Tourism Management, The Chinese University of Hong Kong & Lisa C. Wan, Ph.D., Associate Professor, School of Hotel and Tourism Management, The Chinese University of Hong Kong Introduction The current wave of service technologies is service robots, “system-based autonomous and adaptable interfaces that interact, communicate and […]

The Restaurant Social Servicescape: Current Perspectives and Future Considerations

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 […]