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Keywords:
Hospitality marketing
Literature review
Synthesis
Content analysis
Research directions
a b s t r a c t
This article reviews the hospitality marketing research published in four top hospitality journals from
2008 to 2010 for the purposes of identifying signicant trends and gaps in the literature. A total of
274 articles are reviewed and classied based on research topic, industry focus, and analysis technique
as well as on a number of other methodological criteria. Signicant topical and methodological trends
are discussed. Important topical trends are synthesized and specic directions for future research are
proposed. We conclude with the presentation and discussion of an organizational framework for future
hospitality marketing research.
2011 Published by Elsevier Ltd.
1. Introduction
Periodically, it is necessary for scholars to review their eld in
terms of an overall progression of the literature. Since 1992, three
published studies have analyzed the hospitality marketing literature in an effort to capture temporal trends in subject/focus and
methodology. Crawford-Welch and McCleary (1992) were the rst
to undertake such a task, reviewing articles from 1983 to 1989.
Bowen and Sparks (1998) updated this study, reviewing hospitality
journals from 1990 to 1997. Most recently, Oh et al. (2004) reviewed
the literature for the period of 20022003. Thus, since 1992, the
trend within the hospitality literature has been to review and
synthesize relevant articles approximately once every six years.
Because the most recent review appeared in 2004, we suggest an
update. More importantly we assert that, due to time needed to
conduct research and navigate the journal review process, the synthesis conducted by Oh and colleagues was likely based on research
conducted during the last millennium. That is, manuscripts published in 20022003 were likely based on research designed and
executed prior to the year 2000. Since that time, we have seen dramatic changes in world markets (e.g., the growth of e-commerce,
attacks of September 11, 2001, and increased globalization). Thus,
in addition to an updated review of the literature, there is also need
for an assessment of how hospitality scholars have adapted to the
extensive market changes impacting the eld.
Corresponding author. Tel.: +1 865 974 6243/363 7895; fax: +1 865 974 5236.
E-mail addresses: nline@utk.edu (N.D. Line), rrunyan@utk.edu (R.C. Runyan).
1
Tel.: +1 865 974 4594; fax: +1 865 974 5236.
0278-4319/$ see front matter 2011 Published by Elsevier Ltd.
doi:10.1016/j.ijhm.2011.07.006
2. Methods
We rst identied the leading journals in the hospitality eld.
To this end, we selected the top four journals per McKercher et al.s
(2006) rankings; Cornell Hospitality Quarterly (CHQ), International
Journal of Hospitality Management (IJHM), Journal of Hospitality &
Tourism Research (JHTR), and International Journal of Contemporary Hospitality Management (IJCHM). According to McKercher et al.
(2006), only these four journals rated 50% or higher in terms
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N.D. Line, R.C. Runyan / International Journal of Hospitality Management 31 (2012) 477488
Table 1
Hospitality marketing literature: topical focus analysis.
Marketing environment
Consumer perceptions
Perceived value
Perceived risk/safety
Satisfaction
Expectations
Service quality
Performance evaluation/service encounter
Employeecustomer relationships
Experiential value
Persuasion
Dissonance
Consumer characteristics
Decision making
Motivation
Information search
Novelty/variety seeking
Attitude
Marketing functions
Management, planning, and strategy
Market segmentation/positioning/targeting
Consumer relationship marketing/loyalty
General marketing strategies
Business relationship management
Physical distribution/franchising
Branding/brand extensions
Electronic marketing
Website
E-distribution/travel websites
Technology adoption
Social media/networking
Public relations
Crisis management
Green initiatives
CSR
Internal marketing
Empowerment/training
Employee relationships
Employee behavior/satisfaction
Hiring
Demand, pricing, and selling
Personal selling
Forecasting
Pricing/revenue management
Sales promotions
Advertising
Marketing research
Research methodology
Information technology
Theory/philosophy of science
101
77
11
2
24
4
12
9
9
6
0
0
24
12
6
0
1
5
170
54
11
10
10
5
7
11
19
6
6
7
0
20
3
8
9
47
7
2
35
3
30
1
5
18
2
4
3
1
2
0
36.9
28.1
4.0
0.7
8.8
1.5
4.4
3.3
3.3
2.2
0.0
0.0
8.8
4.4
2.2
0.0
0.4
1.8
62.0
19.7
4.0
3.6
3.6
1.8
2.6
4.0
6.9
2.2
2.2
2.6
0.0
7.3
1.1
2.9
3.3
17.2
2.6
0.7
12.8
1.1
10.9
0.4
1.8
6.6
0.7
1.5
1.1
0.4
0.7
0.0
3. Topical review
Oh et al. (2004) used the classication scheme employed by
the Journal of Marketing for its published studies. Using a similar three-tiered coding schema, we rst classied each study as
relevant to marketings environment, function, or research. These
categories were then organized into subcategories and, nally, by
topic. Table 1 shows the number of studies coded into each category, subcategory, and topic as well as the percentage of the total
that each component respectively occupies. Readers should note
that, for the purposes of appropriately comparing our results to previous ndings, percentages (and percent changes) are reported in
terms of the total number of hospitality marketing articles included
in the pertinent time period, not the total number of articles published within the selected timeframe.
Our ndings for the overall classication of articles published
between 2008 and 2010 are almost identical to the ndings of Oh
et al. (2004). Current topics relating to the marketing environment
and the marketing function comprised 36.9% and 62% of the total,
respectively. Marketing research topics accounted for only 1.1% of
N.D. Line, R.C. Runyan / International Journal of Hospitality Management 31 (2012) 477488
479
Table 2
Hospitality marketing literature: target industry analysis.
Target industry
Tour/recreation services
Hotel/lodging
Cruise lines
Restaurant/foodservice
Private club
Festival/event
Spa
Resort/timeshare
Convention/conference
Hospital
Theme park
Casino
Airline
General/multiple industries
4
110
0
87
2
18
2
2
5
2
2
12
4
24
1.5
40.1
0.0
31.8
0.7
6.6
0.7
0.7
1.8
0.7
0.7
4.4
1.5
8.8
480
N.D. Line, R.C. Runyan / International Journal of Hospitality Management 31 (2012) 477488
Table 3
Selected results from cross-tabulation of topic and dominant industry.
Table 4
Hospitality marketing literature: methodological analysis.
Topic
Dominant industries
n/total
Perceived value
Service quality
Performance
evaluation/service
encounter
Satisfaction
Market segmentation/positioning
strategy
Pricing/revenue
management
Decision making
Green initiatives
Technology adoption
Employee
behavior/satisfaction
Empowerment/training
Foodservice
Foodservice
Foodservice
6/11
9/12
7/9
55
75
78
Foodservice/lodging
Foodservice/lodging
21/24
7/11
88
64
Foodservice/lodging
15/18
83
Foodservice/lodging/event
Lodging
Lodging
Lodging
8/12
5/8a
4/7a
23/35
67
63
57
66
Lodging
4/7a
57
None in restaurant/foodservice.
n
Type of study
Empirical
Conceptual
Study design
Primary eld survey
Interviews focus group
Secondary data
Experiment
Content analysis/literature review
case study/commentary
Delphi
Other
Sampling frame
Hotels/lodging
Guests
Employees
Managers/owners
Properties
257
17
93.8
6.2
183
25
25
8
11
11
0
11
66.8
9.1
9.1
2.9
4.0
4.0
0.0
4.0
21
32
15
24
7.7
11.7
5.5
8.8
Total hotel/lodging
Restaurant/foodservice
Guests
Employees
Managers/owners
Properties
93
33.9
32
18
1
11
11.7
6.6
0.4
4.0
Total restaurant/foodservice
Casinos
Guests
Employees
62
22.6
5
4
1.8
1.5
3.3
5
1
1.8
0.4
6
5
2
18
27
2
27
24
2.2
1.8
0.7
6.6
9.9
0.7
9.9
8.8
54
105
40
7
32
36
19.7
38.3
14.6
2.6
11.7
13.1
14
21
16
15
14
46
56
88
5.1
7.7
5.8
5.5
5.1
16.8
20.4
32.1
33
22
66
48
61
13
58
10
12.0
8.0
24.1
17.5
22.3
4.7
21.2
3.6
Total casinos
Airports
Guests
Employees
Total airports
Tour organizers/meeting planners
Club members
Event/show attendees
Students/university employees
Experts
General/cross-industries/others
N/A
Sample size
Smaller than 100
100350
351600
601850
Larger than 850
N/A
Response rate
Lower than 10%
1020%
2130%
3140%
4150%
Higher than 50%
Quota/convenience
N/A
Main analysis methods
Descriptive
Factor/cluster
Regression/logit-logistic regression
Analysis of (co)variance
SEM/path
Time series/simulation
Qualitative
Other
methodology is unknown, as this category was not explicitly identied in previous research.
We next reviewed the sample type of each study. Our discussion of sample type should not be confused with the industry focus
analysis. We characterized a studys sample type based on the
N.D. Line, R.C. Runyan / International Journal of Hospitality Management 31 (2012) 477488
481
482
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et al. (2010) found a relationship between quality, value, and satisfaction among festival attendees (see also Kim et al., 2010b for
an extension to food-centered events). Our ndings suggest that,
although perceived value has been widely studied, applications
outside the restaurant industry have not kept pace and should thus
be further explored.
5.1.3. Service quality
Service quality literature appears to be less focused on debate
and application of the SERVQUAL model than in previous years. In
order to better understand the role that quality service plays in
the customer experience, researchers have turned to examinations
of employee interactions with customers and the delivery of what
is increasingly termed emotional labor. For example, instead of
measuring service quality via the SERVQUAL scale, Gazzoli et al.
(2010) used a hierarchical approach model, nding that employee
empowerment and job satisfaction lead to signicant increases in
customer perceptions of service quality. And although Nasution and
Mavondo (2008) found differences between service values among
managers and customers, Clark et al. (2009) found that empowering
leadership styles can facilitate the type of employee satisfaction that leads to service quality commitment among employees.
Extending these concepts further, Kim and Ok (2010) explicitly
focused on the customer orientation of service employees (COSE) in
order to better understand the customer-related outcome variables
associated with employee satisfaction. It should be noted, however, that Chi and Gursoy (2009) found that employee satisfaction
does not necessarily directly impact a rms nancial performance.
Rather, this relationship is mediated by customer satisfaction, a
further indication of the importance of employee-customer interaction.
5.2.3. Branding
A nal trend within the management, planning, and strategy literature is the incidence and nature of branding research. Although
branding was directly addressed, the subject was also indirectly
addressed within the franchising literature. In general, franchising research appears to be more unied than research explicitly
focused on branding. The franchising literature was primarily concerned with international diversication (e.g., Tang and Jang, 2010
on hotel franchising). Issues explicitly relating to domestic franchising, especially within the U.S. were largely ignored. A notable
exception is the work of Roh and Chois (2010) analysis of efciency
among multiple brands within the same franchise.
Research explicitly focusing on branding was loosely unied by
brand management topics. Specic applications, however, were
varied. Topics ranged from general internal brand management
(King, 2010) to the specic application of customer equity in the
convention industry (Severt and Palakurthi, 2008). Although various branding topics were explored, several unique studies provide
promising avenues for future research. For example, in a rare conceptual piece on hospitality-specic branding, Xu and Chan (2010)
unied the hotel branding literature, identifying several critical
issues that have yet to be investigated. Additionally, research on
co-branding (Guillet and Tasci, 2010) and rebranding (Hanson et al.,
2009) received only one publication each. Given the increasing
practice of both, especially in the hotel industry, these two areas
have signicant potential for future research.
N.D. Line, R.C. Runyan / International Journal of Hospitality Management 31 (2012) 477488
483
484
N.D. Line, R.C. Runyan / International Journal of Hospitality Management 31 (2012) 477488
Practice
Marketing
Environment
Theory
P ra c ti c e
P r a cti ce
N.D. Line, R.C. Runyan / International Journal of Hospitality Management 31 (2012) 477488
marketing research and the overall framework of hospitality marketing research. We found, as did Oh et al. (2004), that marketing
research was grossly underrepresented (>2%) compared to the
other two foci. Because the topical makeup of this stream includes
methodological and theory/philosophy of science research, such
disconnect is troubling. Although we are not advocating that hospitality scholars attempt to drive the growth of new methodologies,
there are methodological issues that are germane to all epistemologies, two of which come readily to mind. First is the goal of
building a body of knowledge about a domain, and the second is
cross-cultural applications of key measurement scales used in that
domain.
6.1.1. Building knowledge
Categorizing and synthesizing extant research is the rst step
towards integrating related research endeavors and allowing bodies of research to be constructed (Runyan and Droge, 2008).
The next step in constructing a body of knowledge is a formal
meta-analysis, requiring a well-dened topic, numerous empirical studies, and common constructs across studies. Our study is an
example of such a categorization, as are the syntheses that preceded. In Table 1, we identify several such topics that may warrant
meta-analysis. In order for research to be included in a metaanalysis, however, scholars must report the appropriate statistical
information (i.e., p, d, r, f, and/or t-statistics) (Runyan and Droge,
2008). Unfortunately, it is not uncommon that this information is
excluded from nal publication drafts. Thus, as a corollary to our call
for meta-analytic research in hospitality marketing, we additionally suggest that scholars be diligent in their statistical reporting
and that reviewers and editors insist that such information be
included in published material.
6.1.2. Cross-cultural application
The methodological goal of most domains has recently moved
towards the examination of the cross-cultural validity of scales
commonly used within the domain. For example, entrepreneurial
orientation is a frequently utilized scale in the management literature. Recently, it has been used in cross-cultural settings to test
its predictive ability in non-Western settings (e.g., Marino et al.,
2002). Utilizing such scales cross-culturally is important, but ensuring that the scales are cross-culturally valid is an equally important
methodology issue, often ignored in research (Runyan et al., 2010).
The proper method of establishing cross-cultural validity is to test
for measurement invariance (Steenkamp and Baumgartner, 1998).
Unfortunately, such tests are rarely enacted. Indeed, although popular measurement scales of hospitality phenomena are employed
cross-culturally, invariance research is absent in top hospitality
journals. As such, we suggest that future studies address invariance as it relates to the cross-cultural employment of hospitality
marketing constructs.
6.2. Theory building
Marketing has long been accused of a failure to develop its
own unique body of theoretical knowledge. Based on such indictments, Hutchinson (1952) argued that marketing is not a science,
but rather a practice and that, by implication, marketing scholars are practitioners rather than true scientists. Similarly, Buzzell
(1963) suggested that marketing should not be considered a science
because it is not organized around a body of theories and principles. In the years since, scholars have refuted these claims arguing
that the question for marketing is not whether such theories and
principles currently exist but whether the conditions exist for their
development (e.g., Hunt, 1991). We agree that such conditions are
characteristic of marketing phenomena, and that it is the role of
485
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N.D. Line, R.C. Runyan / International Journal of Hospitality Management 31 (2012) 477488
methodology is most often called for when building theory. Examples of industries that have under-utilized qualitative research are
cruise lines and private clubs. Both are settings ripe for ethnographic study. For example, because passengers on cruise lines are
a captive audience for a set but nite period of time, ethnographers could conceivably observe consumers in multiple settings
(bar, restaurant, gambling, exercising, etc.). To gain such access
to consumers in other settings would require multiple days, locations, and travel by the researcher. On a cruise line, the researcher
could observe behaviors in a single location, thus painting a more
in-depth picture for the purposes of construct development.
These are but four examples of important methodological and
theoretical issues/trends that are addressed extensively within
the marketing and management domains but have been slow to
develop in the sub-domain of hospitality-specic research. Indeed,
as discussed, much of the current hospitality marketing research is
indebted to marketing, psychology, and economics for its theoretical and methodological frameworks. However, when hospitality
researchers ignore domain-specic theoretical and methodological
issues, they cede the direction of the eld to scholars from outside
the discipline. The development of unique frameworks is essential
for the eld of hospitality marketing to move forward professionally.
6.3. Future research
Our research synthesizes hospitality marketing research from
the years 2008 to 2010 for the purposes of continuing the research
trend started by Crawford-Welch and McCleary (1992). Although a
number of issues have been addressed, several important issues
not within the scope of the present research warrant future
research attention. First, because our research focused specically
on hospitality marketing, space considerations limited our ability
to compare the incidence of hospitality marketing topics relative to other topics published in the selected journals. Thus, it is
left to future researchers to determine the extent to which topical emphasis has changed across previous syntheses. Moreover, a
worthwhile addition to our research would be to analyze articles
published in top-ranked services marketing journals that use the
hospitality industry as a research setting. In that way, rather than
taking an inward view, a broader perspective may be gained on
research trends that are currently not adequately considered in the
hospitality-specic literature.
Acknowledgement
The authors would like to thank Muzaffer Uysal for his help in
validating the research topic coding schematic.
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