Hospitality marketing research: bridging the practical gap

Abstract

Purpose

This study aims to identify the causes of the academia-industry divide in hospitality marketing research in the form of the “Research Devaluation Map” and offers ideas for discussion points and suggestions for change.

Design/methodology/approach

The conceptualization of the Research Devaluation Map was developed at an invitational thought-leadership conference. The authors were asked to produce a forward looking, critical reflection of hospitality marketing scholarship. The authors generated a preliminary idea and developed a methodology for its implementation. They then proposed a framework that explicated the divide between hospitality marketing research and industry practice and a list of discussion points regarding possible solutions.

Findings

The issues currently challenging the hospitality research field are found to include the choice of research topics (the “what”), the methods used in research (the “how”) and the systemic factors that shape the academic culture (the “systemic”). These three factors lead to a mutual devaluation of the academic–industry relationship in hospitality marketing, causing a schism between research and industry practice.

Research limitations/implications

The Research Devaluation Map serves as a springboard for future research studies, providing a framework for naming and operationalizing the antecedents and results of the divide between hospitality marketing research and practice.

Originality/value

This paper takes a holistic look at the gaps in current hospitality marketing research and puts forth a framework to explain the roots of these issues. While certain of these issues are known to both researchers and practitioners, the originality of this paper lies in the creation of the Research Devaluation Map that identifies the causes and results of the disconnect between research and practice.

Citation

Bilgihan, A., Hanks, L., Line, N.D. and Mody, M.A. (2024), "Hospitality marketing research: bridging the practical gap", International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-09-2023-1351