Abstract
This article introduces the postmodern debate in the hospitality industry, asking the question: what aspects of postmodernism influence the consumer of the hospital industry? Two case studies are analyzed, first in the cruise sector and second in the Airbnb virtual platform through the methodological application of Firat y Shultz (1997) and Brown (1995) respectively, concluding that postmodernism offers a means to conceptualize the changes that are taking place in the environment of contemporary hospitality, evidenced in the fragmentation of markets, the growth of strategic alliances and the growth of anarchic marketing practice, emphasizing the uniqueness of homogeneity, investigating the culture of the simulation and offering The opportunity to consider the extent to which the contemporary hotel industry represents the replacement of a Puritan ethic of consumption with the consumerist culture associated with late capitalism.
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