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The objectives of this chapter are: first, to analyze the magnitude of the COVID-19 impact on homestay business in Bali and second, to identify the most significant determinant of COVID-19 to the homestay industry. It hopes that the results would contribute to policy recommendations and business strategies to increase the resilient capacity of the homestay business during the pandemic period. Due to the pandemic situation, 74 respondents of homestay owners were interviewed through an online survey (Google form). The data gathering was through three events of focus group discussion and several in-depth interviews. Partial Least Squares regression and descriptive statistics were applied. The result shows that, first, the COVID-19 pandemic has a considerable decreasing impact on the (1) homestay occupancy rate, (2) homestay characters (room rental price), (3) homestay competency capital, (4) provided facilities, and (5) guest composition. Second, during the global pandemic, the homestay business association, the number of media promotions, the number of room booking channels, and the homestay characters significantly impact the homestay occupancy rate. Third, to increase the demand for tourism, appropriate measures and policies should be taken, such as increasing the travel bubble consent, mobilizing central government officers working in Bali, increasing the number of domestic promotions, and only using an effective and efficient room booking channel.

Increased emphasis on offering quality education underscores the need for developing a rigorous process for assessing academic programs in higher education. In this chapter, we develop a practical and rigorous framework for comprehensive assessment of academic programs. This framework generates in-depth communication between the academic departments and the university administration. It provides a useful tool for advancing the university mission, setting priorities, allocating resources, and identifying future areas of potential growth. This data-driven framework covers a wide range of qualitative and quantitative variables. To ensure a smooth and efficient implementation of the assessment process we present the critical stages in the development of a successful program assessment framework − from determining the assessment criteria, establishing the organizational climate, appointing the assessment committee, preparing program self-studies, to collecting and analyzing data. We present real examples from the author’s home institution to illustrate and support the reader’s understanding of the framework.

Internet-enabled commerce activities have evidently been strong in the leisure and tourism industry. The use of the Internet reveals an ever-growing market of millions of business and leisure travelers who use the Internet for travel planning purpose. As segment-based approach is an accepted tool in strategic marketing and helps understand the needs of homogeneous travel planner subpopulations, this study suggests a framework as the guideline and procedure to improve the segmentation approach. The main aim is to increase understanding of the growing Internet travel market by accurately classifying the Internet travel planners. Following the procedures methodically shown in the framework, the study conducted multiple complementary statistical techniques to cross validate statistical results found in each step. The typology of Internet travel planners was therefore identified systematically with great accuracy and validity. The typology consists of four groups of Internet travel planners: sensate, deal, defensive, and totemic. Based on the major characteristics of each group, the study also provided discussions and suggestions for the implementation of the typology to develop successful e-commerce. The findings offer academia and practitioners a paradigm for strategic marketing.

Despite some attempts to integrate the market orientation construct into the international marketing area, most conceptual and empirical studies have been conducted in the context of domestic operations. To address this gap we examine whether competitive intensity moderates the relationships among the components of market orientation and export performance. Data was used from 197 Brazilian export companies. Results suggest that interfunctional coordination enhances customer and competitor orientation. Moreover, customer orientation has no direct effect on export performance, while competitor orientation has a positive effect on firm’s international performance. Findings also indicate that competitive intensity moderates all the relationships tested in the model.

The purpose of this study is to assess the effect of three key inter-firm orientations often regarded as central and challenging capabilities within the marketing literature namely (i) market orientation, (ii) entrepreneurial orientation and (iii) brand orientation and their effects on the business performance of a focal international SME.

The study is based upon a sample of 104 Swiss international firms and a questionnaire is used to capture their inter-firm marketing collaborations. Existing, well-established scales for market, brand, and entrepreneurial orientation were used and modified to capture the inter-firm dimension. The data was analysed using regression analysis.

Inter-firm market and entrepreneurial orientation have a significant positive influence of both market and financial performance. However, no significant impact was found for inter-firm brand orientation.

We show that collaboration within the marketing area is of critical importance for international SME in order to enhance their performance. Dealing with the increasing complexity and uncertainty in the global environment, we argue that international SMEs are especially dependent on improving their marketing collaborations in order to strengthen their competitive advantage. One main contribution is also to conceptualize and operationalize inter-firm marketing collaborations into a measurable empirical phenomenon, including scales that can also be used by other researchers in future studies.

The market for luxury products and services plays a significant role in the world economy. The luxury hotel market is a crucial segment within the global market for luxury products and services. Luxury hospitality recorded a 5% growth rate along with demand for luxury cruises recording the growth of 7%, the highest among all luxury segments. The remarkable performance of luxury products and services over a period is attributed to the laudable marketing communication strategies of luxury marketers. In this research, we aimed to analyse how a multi-brand hospitality firm differentiates its luxury brand with other luxury brands in the portfolio, using textual messages aimed to communicate the uniqueness of the brands in its official websites. The case study method and content analysis are adapted to achieve the research objective. The study results show that different luxury brands under the brand portfolio of Marriott International can communicate the differences through the textual contents. Most of the differentiation relies on brand-specific features, traditions, services, location of the hotel and metadata on the Internet, followed by branded differentiators. It may be concluded that Marriott has been successful to an extent in using text contents in the website to differentiate its luxury brands.

This chapter aims to analyse the evolution of research in the Indian tourism and hospitality domain from 1976 to 2021. By employing the bibliometric and systematic literature review, the chapter highlights the prominent authors, institutions, methods, emerging and explored research themes in the tourism and hospitality field. Accordingly, the authors collected 458 articles from core tourism and hospitality related journals using PRISMA and evaluated them using VOSViewer. The findings revealed an emic perspective of research contribution in Indian tourism and hospitality. While some topics such as religious tourism, sustainability, cultural and heritage tourism products have attained more attention, topics such as tourism entrepreneurship, technology and human resource development failed to seek attention in the eyes of journals and researchers. Although the literature has expanded significantly, there is a need to build global academic networks to examine the state of Indian tourism and hospitality. The chapters suggest that future research should critically evaluate the schemes and initiatives undertaken by the government to promote Indian tourism, expand research to western and eastern parts of the country, and follow the mixed-method research to contribute holistically to the topic.

Collaborative forms range from co-located teams engaged in short term local projects, to international joint ventures, to worldwide networks of organizations and citizens linked together to generate global social change. In order to discern patterns that transcend the breadth of forms (including virtual), a new term is introduced that encompasses the entire spectrum: collaborative entity (CE). The diverse and far-ranging CE literature is then integrated into the Collaborative Capacity (CC) Framework. That framework is comprised of ten broad constructs and their interrelationships that, when considered together, capture fundamental aspects of all CEs. The CC Framework provides a bridge-building language to help facilitate inter-disciplinary, multi-dimensional dialogue, research, and perspectives on fostering collaborative capacity.