Purpose – The purpose of this study is to provide a domain statement for hospitality marketing research. The objectives of the study are to analyze the evolution of hospitality marketing research over the past 25 years, determine how the research paradigms changed over time in hospitality marketing relative to mainstream marketing and provide scholars with suggestions for developing and managing a marketing research agenda. The findings of this study help not only scholars involved in marketing research but also hospitality scholars across all disciplines. Design/methodology/approach – A content analysis of > 1,700 marketing articles is provided, with articles published in three leading hospitality journals and one mainstream marketing journal over a 25-year period. Additionally, the authors consulted leading hospitality scholars to solicit their views and suggestions on hospitality marketing research. Findings – The results show the evolution of hospitality marketing over a 25-year period. This provides insights into how hospitality has unique aspects, which can lead to contributions in mainstream marketing. Originality/value – Due to its longitudinal nature and breadth (e.g., number of journals covered), this is the most comprehensive study of hospitality marketing research. The findings of the study provide direction for all hospitality scholars as well as those involved in hospitality marketing research.

Purpose – This paper aims to provide a deeper understanding of the effective use of Facebook within the hotel industry. It explored which current Facebook practices are effective/persuasive using the elaboration likelihood model (ELM) as the main theoretical foundation. Design/methodology/approach – Using an experimental design, the effects of consumers’ exposure to treatments, involving different levels of elaboration and source credibility, were examined to determine whether consumer’s process information from Facebook communication through a central or peripheral route. Findings – The results of this research showed that consumer attitudes are affected by the source credibility, but not by the level of elaboration. Also, intentions to stay at the hotel and intentions to engage with the hotel brand via social media were not affected by the level of elaboration or source credibility. Research limitations/implications – This study presents an important step forward in understanding how consumer persuasion takes place in an online environment. Also, this paper provides a first-hand account of the manner in which social media adds value to a business organization. In addition, this paper provides insight on how consumers process online information. Originality/value – As this is the first conceptualization of the ELM in a social media context, this study is uniquely able to explain the concept of persuasion in the hotel industry. Such knowledge is invaluable to academics and hotel decision makers, especially because the research provides specific insights on the manner in which attitudes change in consumers.