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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 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.

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.

Application of technology and meeting accessibility requirements of guests are two essential areas to consider and improve in order to facilitate, ameliorate and accelerate the management of hospitality services furnished by hotels. These two trends carry great importance for competitivity of hotels' services and sustainability of tourism industry. They are two distinguishing characteristics that build a positive perception of hotels' image among its rivals.

This chapter aims to reflect the current level of conformance of the hotels' services to the Sustainable Development Goals (SDGs) for tourism, specifically, SDG 11 related to accessibility and SDGs 9, 12 and 13 related to technology. A qualitative research is conducted to find out the commitment and awareness levels of the hotel staff at managerial positions to the accessibility and technology requirements in line with the mentioned SDGs. The representatives of city centre hotels of İzmir, Turkey with three, four and five stars and boutique hotels categories are chosen as the target population. The results obtained via content analysis signal that the extent of conformity of hotels to technology and accessibility requirements in line with the adoption of the related SDGs depend on the creation of practical solutions on the educational, legal and managerial perspectives. The chapter contributes to academic literature in tourism management and brings suggestions for tourism practitioners to adapt and improve their services to meet the standards and requirements of SDGs related to accessibility and adoption of technology in hospitality services.

This article aims to first summarize and explain major services operations research foci from the past century. Second, this article relates how hospitality scholars have conducted operations-related research with a particular focus on research related to hotels and lodging. Finally, the article makes recommendations regarding potential future areas of concentration of operations research in hospitality.

The article presents a scholarly literature review, where literature from hospitality and general operations management (OM) was reviewed to document research foci throughout recent periods in history.

Hospitality scholars have been conducting research, which reflects trends in general OM literature. Additionally, the research being conducting, which focuses on services in OM, is becoming more commonplace and more distinct from production-based research.

The article provides a compilation of literature regarding OM and how hospitality scholars have applied those principles to hotel and lodging operations. Additionally, recommendations regarding potential future topical areas and methodologies are provided for scholars.

Economic production analysis can provide critical perspectives on an industry’s performance. The purpose of this paper is to investigate the factor input intensity of hospitality and related industries, namely, accommodation, food service and amusement, gaming and recreation (AFAGR), compared to other service industries.

This paper compared AFAGR with other industries categorized as services by the North American Industry Classification System (NAICS). The NAICS code of up to four digits was used to collect data (US Census Bureau).

Results of this paper confirm extant literature that food service is more labor-intensive than other service industries; however, this was not true of accommodation and AGR industries. Similarly, while food service industry was relatively less intermediate input intensive than other service industries, accommodation and AGR were not. There were no significant differences between hospitality and other service industries (AFAGR) in their capital intensity. Another important finding was that while accommodation had constant results to scale, AGR had increasing returns to scale and food service industry was found to have decreasing returns to scale.

This investigation only looked at the four-digit NAICS-coded industries. International differences could also be investigated in the future.

Based on theoretical arguments, high labor intensity together with low intermediate input in food service industry suggests that efficiencies could be gained in these businesses. This may also be evident by the decreasing returns to scale that this paper found for the food service industry. These comparisons could guide additional research about the causes, consequences and potential sources of improvement of efficiency of economic productivity in AFAGR. Managers in AFAGR would find it valuable to understand how they might be able to enhance economic output, particularly in the context of the role of labor. Furthermore, any changes in one economic input would have implications on other inputs and possibly on productivity.

Any future recalibration of input intensity in hospitality industries could have both social and economic consequence.

This paper enhances our understanding of how hospitality industries use economic factors of production. Labor in AFAGR is viewed as a given. This study suggests that food service industry may need to reevaluate its labor productivity, the way it is measured and how it might affect efficiencies. Such understanding could better inform the sources and causes of economic efficiencies in AFAGR industries. Until now, this understanding has mostly been based on relatively scarce comparative systematic analysis.

The objective of this research is to identify and present factors that are essential to support a customer‐centred business model that is theoretically sound and can be used for practical application in the hospitality industry.

Extensive literature that links both nascent theory and practice forms the framework of this study. This study examines recent transformational changes in the industry and the global market and provides direction for practising managers and theoreticians.

This research presents a three‐phase strategic orientation plan that provides both theoretical and practical direction for the hospitality industry, so as to effectively reorient the hospitality firm into a customer‐centred business.

The ongoing challenges in the ever‐increasing competitive global market can be met by hospitality firms by adopting strategic directions proposed by the customer‐centred business model. This research provides a three‐step plan that can be used in any hospitality firm to reorient the organisation into a customer‐centred business. This research has identified factors that are essential to support hospitality firms to operate effectively within the new business model.

The three‐phase strategic orientation of the proposed business model is conceptually sound and contributes new knowledge to the present body of literature. It can also be used effectively in a practical setting. Hence this study provides a theoretical and practical contribution in terms of originality and value.

The main purpose of this chapter is to investigate whether hotel hospitality mediates and/or moderates the relationships between surprise experience and customer delight in the context of hotel services. This study, involving 300 Malaysian and non-Malaysian hotel guests, employs questionnaire surveys as the main data collection method. The results indicate that there is a strong and positive relationship between surprise and customer delight, and hotel hospitality mediates and also moderates the abovementioned direct relationship.

The purpose of this study is to gain insight into factors that contribute to the success in high contact new service development (NSD) projects.

Data were collected via questionnaires from hospitality managers knowledgeable about NSD in their organization (sample size =183; response rate 38.1 percent). Discriminant analysis was used to identify the factors that are responsible for successful high contact NSD projects in the hospitality industry.

Research results indicate that seven factors play a distinctive role in the outcome of high contact NSD: market attractiveness, strategic human resource management, market responsiveness, empowerment, training of employees, employee commitment and marketing synergy.

This study was conducted in only one industry (hospitality) and one country (Germany) and included only the views of managers.

This study outlines the importance of human resource management factors in high contact NSD success. Findings from previous NSD success studies in low contact service industries have been only partly confirmed.

This study expands the scope of NSD research.

This chapter covers four main concepts: (a) providing an understanding of service; (b) organizing hospitality decisions and processes; (c) defining strategic service visions; and (d) dissecting operations strategies for hospitality services. In the first section, the definition of service, the five service dimensions, and the service package are covered. In the second section, hospitality decisions and processes are framed by service concepts and the service-profit chain. A service concept is the starting point for developing hospitality operations strategies, while the service-profit chain explains the link from customer satisfaction and customer loyalty to a service firm’s growth and profitability. In the third section, the strategic service vision is explored. Successful service firms all have a strategic service vision, which includes a set of ideas and actions organized in a systematic way to maximize a firm’s performance. In the fourth and final section, the operations strategy for hospitality services is covered. Successful service operations occur when management defines and adheres to a competitive operations strategy.