Journal of Hospitality Marketing & Management
Scope & Guideline
Exploring the Future of Marketing in the Hospitality Industry.
Introduction
Aims and Scopes
- Technological Integration in Hospitality:
The journal emphasizes the integration of advanced technologies such as artificial intelligence, robotics, and blockchain in hospitality services, exploring their impact on customer experiences, service quality, and operational efficiency. - Sustainability and Environmental Responsibility:
Research on sustainable practices and corporate social responsibility (CSR) initiatives is a core area, examining how these factors influence consumer behavior, employee engagement, and overall business performance in the hospitality sector. - Customer Experience and Engagement:
A significant focus is placed on understanding customer interactions and experiences within hospitality settings, including the role of service quality, emotional responses, and the influence of digital platforms. - Leadership and Employee Well-being:
The journal investigates the impact of leadership styles, employee satisfaction, and organizational culture on service outcomes, employee retention, and innovation in hospitality management. - Diversity and Inclusion:
Research addressing diversity, equity, and inclusion within the hospitality workforce and customer base is highlighted, exploring the implications for service delivery and marketing strategies.
Trending and Emerging
- Robotics and AI in Service Delivery:
There is a marked increase in research exploring the use of robotics and artificial intelligence in hospitality settings, focusing on their effects on customer interactions, service recovery, and operational efficiencies. - Metaverse and Digital Experiences:
The emergence of the metaverse as a platform for hospitality experiences is a trending theme, with studies examining user behavior, motivations, and the implications for service delivery in virtual environments. - Sustainability and Green Practices:
Research on sustainability continues to grow, particularly regarding the adoption of green technologies and practices, as well as consumer perceptions of eco-friendly initiatives within the hospitality sector. - Mental Health and Employee Well-being:
An increasing focus on mental health and the well-being of hospitality employees is evident, with studies addressing the impact of workplace dynamics, stressors, and support systems on employee performance and retention. - Influencer Marketing and Social Media Dynamics:
The role of social media influencers in shaping consumer perceptions and decisions in hospitality is gaining attention, with research exploring the effectiveness and strategies of influencer marketing.
Declining or Waning
- Traditional Marketing Approaches:
There is a noticeable decline in research focused on traditional marketing strategies in hospitality, as the industry increasingly shifts towards digital marketing, social media engagement, and technology-driven promotional efforts. - Generic Customer Satisfaction Metrics:
Studies centered on generic customer satisfaction metrics are becoming less frequent, giving way to more nuanced explorations of emotional engagement, loyalty, and relationship quality in hospitality contexts. - Static Consumer Behavior Studies:
Research that treats consumer behavior as static or uniform is waning, as newer studies emphasize the dynamic nature of consumer preferences and the influence of cultural and technological changes. - Focus on Local or Regional Markets:
The journal has seen a reduction in papers that focus solely on local or regional market analyses, with a growing interest in global trends, cross-cultural comparisons, and the impact of online platforms. - Employee Job Satisfaction Alone:
Research concentrating solely on employee job satisfaction without considering broader organizational factors or external influences is decreasing, as a more integrated approach is favored.
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