The evolution of marketing research

Abstract

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.

Career paths of hotel general managers in Turkey

“…It would be interesting to investigate reasons for turnover (Birdir, 2002) and career failures of HGMs. Several recent studies emphasize the importance of marketing, information technology, talent management, work-life balance, retention strategies, social media, and revenue management in the hospitality industry (Deery & Jago, 2015;Denizci Guillet & Mohammed, 2015;Inversini & Masiero, 2014;Law, Buhalis, & Cobanoglu, 2014;Morosan, Bowen, & Atwood, 2014;Ryan, 2015). Future studies can also collect data from HGMs to evaluate their views on talent management, work-life balance, and retention strategies of HGMs.…”

Generating brand awareness in Online Social Networks

“…OSNs create virtual social environments where users can communicate and interact with each other by posting comments, reviews, videos, and pictures (Ip, Leung, & Law, 2011;Kleinrichert, Ergul, Johnson, & Uydaci, 2012). The function of OSNs has evolved in the past few years, presenting a new prospect for marketers to generate awareness of their brands (Inversini & Masiero, 2014;Law, Buhalis, & Cobanoglu, 2014;Mason & Nassivera, 2012;Morosan, Bowen, & Atwood, 2014;Phelan, Chen, & Haney, 2013). Thus, OSNs present opportunities for travel marketers and assist businesses to develop their online marketing efforts (Gretzel, 2006).…”

Consumer perception of knowledge-sharing in travel-related Online Social Networks

“…As a Web 2.0 technology, OSNs are gaining attention as knowledge sharing platforms for the travel and tourism industry as more and more travelers are using this method to exchange information (Bradley, Sparks, & Weber, 2015;Kandampully, Zhang, & Bilgihan, 2015;Law, Buhalis, & Cobanoglu, 2014;Morosan, Bowen, & Atwood, 2014). They have been recognized as innovative knowledge sharing networks (e.g.…”