The Implications of Research Methodologies for Hospitality Practitioners in an Age of Consumer and Data Complexity

Line, Nathan; Cho, Meehee; Hair, Joe F.

doi:10.1177/1938965520974126

Cornell Hospitality Quarterly

2021

DOI: 10.1177/1938965520974126

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The Implications of Research Methodologies for Hospitality Practitioners in an Age of Consumer and Data Complexity

Nathan Line¹,

Meehee Cho²,

Joe F. Hair³

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Cited by 3 publications

References 16 publications

(15 reference statements)

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Hospitality marketing research: bridging the practical gap

Bilgihan,

Hanks,

Line

et al. 2024

IJCHM

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Purpose This study aims to identify the causes of the academia-industry divide in hospitality marketing research in the form of the “Research Devaluation Map” and offers ideas for discussion points and suggestions for change. Design/methodology/approach The conceptualization of the Research Devaluation Map was developed at an invitational thought-leadership conference. The authors were asked to produce a forward looking, critical reflection of hospitality marketing scholarship. The authors generated a preliminary idea and developed a methodology for its implementation. They then proposed a framework that explicated the divide between hospitality marketing research and industry practice and a list of discussion points regarding possible solutions. Findings The issues currently challenging the hospitality research field are found to include the choice of research topics (the “what”), the methods used in research (the “how”) and the systemic factors that shape the academic culture (the “systemic”). These three factors lead to a mutual devaluation of the academic–industry relationship in hospitality marketing, causing a schism between research and industry practice. Research limitations/implications The Research Devaluation Map serves as a springboard for future research studies, providing a framework for naming and operationalizing the antecedents and results of the divide between hospitality marketing research and practice. Originality/value This paper takes a holistic look at the gaps in current hospitality marketing research and puts forth a framework to explain the roots of these issues. While certain of these issues are known to both researchers and practitioners, the originality of this paper lies in the creation of the Research Devaluation Map that identifies the causes and results of the disconnect between research and practice.

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Hospitality marketing research: bridging the practical gap

Bilgihan,

Hanks,

Line

et al. 2024

IJCHM

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Modeling Multidimensionality in Hospitality and Tourism Research: Exploratory Higher-Order Factor Analysis

Njeri,

Line,

Hanks

2024

Journal of Hospitality & Tourism Research

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The hospitality and tourism discipline has been criticized for often taking a lackadaisical approach to the modeling of latent phenomena. Research on scale development has been found to lack transparency and/or to omit important methodological steps, thus calling into question the validity and reliability of the existing scales. To address these issues, there is a need for more research that emphasizes measurement issues and provides methodological guidance to hospitality scholars interested in scale development. Given the multidimensional nature of most phenomena and the complexity of human behavior, this study seeks to provide researchers, within and outside the field, with a guide to exploratory higher-order factor analyses. An empirical example of the recommended practices is provided using data collected from a sample of destination marketing organization (DMO) executives.

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Emotional labour and fluctuating researcher identities

Ponting

Dillette

2023

Hospitality &Amp; Society

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A small number of researchers are raising the relevance of reflexivity and researcher identities in tourism and hospitality scholarship. However, these discussions lack the practice of emotional labour triggered by researcher identities in tourism and hospitality organizational settings. Based on our shared organizational ethnography experience, we employ duoethnography to unveil the emotional labour and fluctuating researcher identities when navigating the subjective truths in conducting qualitative research as women of colour faculty on the tenure-track. This article advocates for the incorporation of researcher identities and emotional labour in reflexivity and challenges academic institutions to develop training around inclusive researcher identities and resultant emotional labour management.

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The Implications of Research Methodologies for Hospitality Practitioners in an Age of Consumer and Data Complexity

Cited by 3 publications

References 16 publications

Hospitality marketing research: bridging the practical gap

Hospitality marketing research: bridging the practical gap

Modeling Multidimensionality in Hospitality and Tourism Research: Exploratory Higher-Order Factor Analysis

Emotional labour and fluctuating researcher identities

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