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This study aims to describe the development of hospitality research in terms of research methods and data sources used in the 2010s.

Content analyses of the research methods and data sources used in original hospitality research published in the 2010s in the Cornell Hospitality Quarterly (CQ), International Journal of Hospitality Management (IJHM), International Journal of Contemporary Hospitality Management (IJCHM), Journal of Hospitality and Tourism Research (JHTR) and International Hospitality Review (IHR) were conducted. It describes whether the time span, functional areas and geographic regions of data sources were related to the research methods and data sources.

Results from 2,759 original hospitality empirical articles showed that marketing research used various research methods and data sources. Most finance articles used archival data, while most human resources articles used survey designs with organizational data. In addition, only a small amount of research used data from Oceania, Africa and Latin America.

This study sheds some light on the development of hospitality research in terms of research method and data source usage. However, it only focused on five English-based journals from 2010–2019. Therefore, future studies may seek to understand the impact of the COVID-19 pandemic on research methods and data source usage in hospitality research.

This is the first study to examine five hospitality journals' research methods and data sources used in the last decade. It sheds light on the development of hospitality research in the previous decade and identifies new hospitality research avenues.

The purpose of this paper is to examine the influence of consumers’ perceived corporate social responsibility (CSR). The aim is to provide insight into the effect of perceived CSR on purchase intention (short-term effect) and corporate reputation (long-term effect), whilst considering the role of brand image, satisfaction (affective and cognitive) and brand loyalty.

The sample comprised 429 consumers selected using non-probabilistic sampling with age and gender quotas. Confirmatory factor analysis was used to validate the measurement model. Structural equation modelling was used to validate the research hypotheses.

All direct and mediated influences in the model were significant, except for the effects of perceived CSR on affective satisfaction. Thus, the proposed causal chain is valuable to understand how perceptions of CSR influence purchase intention and perceived reputation.

Perception is considered a dual phenomenon (cognitive and affective). It would be advisable to consider both dimensions in the future. The same is true of affective satisfaction.

Direct and mediated relationships that have previously been studied separately are considered together in a single model. This approach provides a better understanding of how perceived CSR influences purchase intention and reputation.

The literature on the factors generating loyalty towards tourism destinations has seldom focussed its attention on relationship marketing, which has left a gap in the understanding of destination loyalty. This paper aims to examine the influence of relationship quality on rural destination loyalty, approaching this through the variables of trust, attachment and satisfaction.

This study used a quantitative methodology based on an on line survey conducted in Spain. The sample consisted of 464 tourists who participate in rural tourism. The analysis of the proposed model was carried out based on the partial least squares method.

The results confirm that the model has a substantial to moderate explanatory capacity for overall satisfaction and loyalty, in which overall satisfaction acts as a mediator between the variables that make up relationship quality in reference to loyalty.

The main limitations of this research arise from the scarcity of works which aim to understand relationship quality in tourism destinations. To broaden results, it should be applied in other tourism destinations, products, services and experiences.

Destination managers should give relationships a special role in their tourism development programmes in rural tourism contexts.

Rural tourism destinations and companies are generally small-sized organisations that need managerial tools. These can benefit from developing sustainable relationships.

The significant role played by relationship quality regarding destination loyalty is studied in detail in this model.

La literatura sobre los factores que generan lealtad a los destinos turísticos poco ha centrado su atención en el marketing relacional, lo que ha dejado un vacío en la comprensión de la lealtad al destino. Este artículo examina la influencia de la calidad relacional en la lealtad a los destinos rurales, a través de las variables confianza, apego y satisfacción.

Este estudio usa una metodología cuantitativa basada en una encuesta on line realizada en España. La muestra estaba formada por 464 turistas que practican turismo rural. El análisis del modelo propuesto fue llevado a cabo con el método partial least squares.

Los resultados confirman que el modelo tiene una capacidad explicativa sustancial-moderada para la satisfacción global y la lealtad, en la que la satisfacción global actúa como mediadora entre las variables que conforman la calidad relacional y la lealtad.

La principal limitación de esta investigación surge de la escasez de trabajos cuyo objetivo se centra en la comprensión de la calidad relacional en los destinos turísticos. Para ampliar los resultados, habría de aplicarse en otros destinos, productos, servicios y experiencias turísticas.

Los gestores de destinos deberían otorgar un papel especial a las relaciones en sus programas de desarrollo turístico en el medio rural.

Los destinos y empresas de turismo rural son por lo general organizaciones de pequeñas dimensiones que necesitan herramientas para la gestión. Ellas pueden beneficiarse del desarrollo de relaciones sostenibles.

El papel significativo que juega la calidad relacional con respecto a la lealtad al destino, estudiado en detalle en este modelo.

Marketing relacional, Calidad relacional, Lealtad, Destinos rurales, Partial least squares (PLS)

Artículo de investigación

Experimental tourism can be understood as a new trend in tourist demand. Tourists want to experiment with lifestyles in different places. The information society shows how and where the best products are cultivated and is linked to how the quality of life should be. Nowadays, we are intended to know more and better things, both tangible and intangible, and new technologies show them to us immediately. One intends to live these opportunities as soon as they can.

From the experimental point of view Olive Oil Tourism (Oleotourism) emerges from the olive oil consumer’s interest in learning about the production process, so they can discover a lifestyle associated to this product. This research begins with an exploration of tourists’ motivations. Then, focusing on these consumers, this work has different targets: first, to assess how consumers perceive intangible aspects of olive oil and, second, to forecast the potential demand for oleotourism.

The development of tourism is the result of tourist entrepreneurs that react to the pre-existing demand/opportunity by identifying it in the tourist market.

The consumer’s experience is important, but touristic trends are changing. The importance of olive oil may grow in the future because the nutrition benefits are known by all countries. The natural experience around olive oil will drive it to other stakeholders.

It is very early to recognize if the olive oil tourism industry is economically interesting, and whether innovative offers can be created based in olive oil and the lifestyle in rural areas.

The local development around olive oil tourism could be a potential complement with the principal activities, which are usually agricultural activities, farmer interests and local and historical heritage. This is a means to foresee the plausible impacts of the development of oleotourism on tourist destinations, for which oleotourism might become a competitive advantage based on an agri-food product with many intangible profits: olive oil.

This is the first opportunity to learn about the personal interest of the consumer regarding olive oil. They give us the opportunity to know if the institutional offer about new destinations based on olive oil tourism will have a chance or will it be an economic complement with the principal activities.