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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.

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.

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.

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.

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.

This places the industry within the dynamic environment provided by the push towards the free movement of goods and overall market liberalisation within the European Community as codified in the “1992” measures. The challenge of adopting a truly global approach to international marketing is discussed, and several potential approaches offered: in particular low‐cost and service‐enhancement strategies are debated.

This paper attempts to identify the emerging themes that can shed light on the sales and marketing issues and challenges being faced by global hospitality organizations.

The paper utilizes a multi‐method approach for data collection. A thorough literature review, a focus group and personal interviews were conducted to explore the themes and construct a tentative thematic web. Publicly accessible secondary data in the form of customer reviews were drawn from world's leading web site – Tripadvisor.com. A total of 702 reviews of the customers of luxury hotels from the world's top two tourist destinations – France and USA – were analyzed, using thematic analysis. Customers' perspective is juxtaposed with industry's perspective to offer insights on the sales and marketing issues and challenges being faced by hospitality organizations globally.

Marketing challenges, namely personalization/customization of services, service management, creating a strong parent brand, under‐utilization of the social media and diverting tourists from heritage properties, are identified as some of the key emerging sales and marketing issues and challenges faced by the global hospitality industry.

Analytically identified themes in this research paper provide valuable insights on issues and challenges related to sales and marketing for the policy makers and practitioners from the hospitality industry. Findings are based on the analyses of real customer data from the world's leading tourist destinations. This makes the paper very valuable for both practitioners in the hospitality industry around the globe as well as for academic researchers working in this area.

This work is unique in nature because the authors did find any scholarly work addressing such an important issue. Use of real customer data and thematic analysis – a widely used qualitative analytic method for a scholarly study – in the hospitality field, enhances its value and contributes to the field by opening up avenues for further scholarly explorations and investigations.

Research in tourism and hospitality industry marketing has identified many highly effective applications of social media. However, studies in the existing literature do not enable a comprehensive understanding of this phenomenon because they lack a theoretical foundation. Therefore, this study systematically reviewed the literature from the perspective of the task-technology fit (TTF) theory. The purpose of this paper is to map out what is known about social media use in tourism and hospitality marketing and what areas need further exploration.

A descriptive cumulative review of the literature obtained 99 articles published in tourism and hospitality journals from 2010 to 2019.

The analysis suggests that to understand social media use in tourism marketing, researchers and practitioners in the industry must clarify the following four issues: the control variables, longitudinal analyzes and TTF concepts that should be used in future studies; the fitness of social media platforms for tourism marketing; how various social media platforms differ in terms of performance outcome; and the digital divide in the use of social media for tourism.

An integrated framework was developed to identify constructs and to understand their relationships. Recent studies in this domain are discussed; theoretical and practical suggestions and implications for future research are given.

Drawing on chaos theory as an overarching approach, as well as guidelines from effectuation and transformative learning theories, this study aims to evaluate the changing marketing channels in the hospitality industry in the wake of the COVID-19 pandemic. It also aims to develop a conceptual framework that demonstrates the transformation of the marketing structure; in particular, the transformation of hospitality organizations, employees and customers.

The study uses the hermeneutic method and conceptually evaluates the existing actors of the services marketing structure. It also discusses how to transform this structure into the new normal in the wake of the COVID-19 pandemic.

The findings of the study demonstrated that COVID-19 has resulted in changing marketing channels in the hospitality industry. These include external, internal, interactive and substitutional marketing channels. In response to these changes, the hospitality industry needs to adopt a more transformative marketing structure that requires the transformation of hospitality companies, employees and customers.

The conceptualized transformation of the services marketing structure could help hospitality practitioners, employees and customers to understand the new normal and acquire new abilities, meanings, awareness and learning accordingly.

This study uses chaos, effectuation and transformative learning theories to reconceptualize the hospitality services marketing structure. The contribution of this paper lies in the conceptual pathways it suggests for transforming hospitality firms, employees and customers and for demonstrating their transformed roles and positions in the wake of the pandemic.

This study aimed to bibliometrically and visually analyze and review hospitality and tourism marketing studies published from 2000–2020.

A total of 3,942 articles collected from the databases of Social Science Citation Index (SSCI) and Science Citation Index Expanded (SCI-E) in the Web of Science (WoS) along with their references were used for analyses. The bibliometric software HistCiteTM and literature measurement visualization tools, VOSviewer and CiteSpace, were employed to analyze the selected articles.

The results of the study demonstrated top influential scholars and institutions, intellectual structure and emerging trends of the study topics, and future research opportunities in the field of hospitality and tourism marketing.

First, academic influence of a scholar was evaluated by citations of his/her publications, which did not take the order of authorship into consideration. Second, this study was restricted to the English language journals. Third, other types of published documents related to the studied field such as review papers were not considered by this research.

In comparison to traditional qualitative analysis such as content analysis, bibliometric analysis is a more objective approach to vividly demonstrate trends and performance of a research field, offers unique insights for its advancement with wider inclusiveness of a larger amount of data.

This paper aims to synthesize the services marketing and hospitality marketing literature, identify a gap in hospitality specific marketing models and develop the constituency model for hospitality marketing.

This study is a research through extensive review of relevant literature in hospitality marketing and services marketing.

This paper presents the constituency model of hospitality marketing which conceptualizes hospitality marketing activities as being predominately either external marketing (links between management and target market segments), interactional marketing (links between frontline providers and target market segments) or internal marketing (links between management and frontline providers). According to this model, each of these three areas has planning, implementation and control functions.

Builds upon the hospitality literature by presenting the constituency model.

Practitioners, marketers and academics in the field of hospitality will find this useful in guiding the future growth of hospitality marketing literature and related pedagogy. The aim of this paper is to stimulate dialogue regarding the dominant paradigm in the field.

This research examines the hospitality and services marketing and presents a new model for hospitality marketing.

The most important issues facing hospitality marketing, as it enters the 21st century, are outlined, discussed and analysed from two aspects: competitive conditions and new directions. Strategic trends are predicted including product portfolio marketing; internal and relationship marketing; inferential market research; computerised marketing; indirect channels of distribution; customisation; global marketing; guerilla and flanking marketing and green marketing. Environmental scanning is held to be the only way of preparing for volatile industry conditions.

Experiential marketing is arguably marketing's most contemporary orientation, but as with many marketing innovations it has been largely overlooked by those involved in tourism and hospitality marketing and promotion. Whilst in many industries companies have moved away from traditional features and benefits approaches, to putting experiential marketing centre‐stage, marketing in the tourism and hospitality sectors does not appear to have explicitly engaged the theoretical issues involved. This raises the question what, if anything, does experiential marketing have to offer marketers in the disciplines of tourism and hospitality? In this paper, I will seek to introduce the experiential marketing debate and demonstrate how the questions raised by the concept are critical to an understanding of marketing theory and research within the tourism and hospitality sectors.

Following the authors previous publications which sought to investigate alternative paradigms for studying hospitality consumers, this research attempts to consider the practical applications of one such model.

The tourism and hospitality sectors cannot be seen to be immune to fundamental changes in the orientation of marketing. Innovative experience design will become an increasingly important component of tourism and hospitality firms core capabilities. Those who go beyond service excellence, and market experientially will lead the creation of value in the sector.

Provides a framework as to how organisations might usefully implement an experiential marketing strategy.

The purpose of this study is to provide an analysis of published marketing research within the top four hospitality journals and suggest future research directions.

The study selects the top four hospitality-oriented journals and analyzes the topics, methods, and trends of hospitality marketing articles published between 2000 and 2009 through a qualitative research design using content analysis and descriptive analysis.

The study explores how hospitality marketing research has progressed within the past decade in terms of topical areas, industry applications, and methods, and additionally discovers notable trends for hospitality marketing research.

The study analyzes published research in hospitality marketing and is thus expected to provide topical and methodological recommendations to academic scholars in contributing further to scientific progress and the literature.

Based on the existing reviews, this study aims to examine hospitality marketing research developments in top hospitality research journals over the past decade. It is the first study to review hospitality marketing research for a period of ten years in the recognized top four hospitality research journals.