Hospitality Sector Research Articles

The GAI marketing model: A conceptual framework and future research directions

This research introduces the GAI Marketing Model, a comprehensive conceptual framework for understanding and applying generative artificial intelligence (GAI) within marketing, specifically in the hospitality and tourism sectors. Building on existing classifications of GAI, this model incorporates critical elements such as adoption factors, marketing stages, and downstream outcomes. The framework offers a structured approach to exploring GAI’s potential to transform marketing strategies by enhancing personalization, improving customer engagement, and optimizing decision-making processes. The GAI Marketing Model synthesizes elements of technology, marketing theory, and consumer psychology, offering crucial insights that are instrumental for researchers and practitioners seeking to harness GAI for competitive advantage. Additionally, the model underscores the importance of ethical considerations and regulatory compliance, thereby ensuring that the integration of GAI into marketing practices remains both efficacious and responsible. This study establishes a foundational framework for future research, emphasizing the interdisciplinary scope of GAI’s influence on marketing strategies and practices

The Impact of Cloud Technology on Entrepreneurship in the Hospitality Industry

Purpose: Cloud technology has significantly transformed modern business operations, particularly within the hospitality industry, by offering scalable, cost-effective, and flexible computing solutions. This paradigm shift has democratized access to advanced tools and services, thereby enhancing operational efficiency and competitive capability for entrepreneurs. This integrative paper examines the impact of cloud computing on entrepreneurship within the hospitality sector, focusing on operational efficiency, cost structures, scalability, and innovation. Materials and Methods: By employing the Resource-Based View (RBV) and Innovation Diffusion Theory (IDT), this integrative study provides a framework for understanding how cloud technology enhances competitive advantage and adoption patterns. Findings: Through a comprehensive review of literature and case studies, this study identifies and addresses critical research gaps, including the limited empirical evidence on the long-term effects of cloud technology on business growth, sustainability, and competitive advantage. It also highlights the need for further exploration of regional differences in cloud technology adoption, particularly in emerging markets, and underscores the insufficient exploration of security and privacy concerns, advocating for more detailed research on cloud security models. Moreover, the study seeks to bridge gaps in understanding how cloud technology drives innovation in service delivery and customer experience. Implications to Theory, Practice and Policy: Policy contributions from this study include recommending targeted guidelines for secure cloud adoption, strategies for addressing regional disparities in cloud technology implementation, and policy frameworks that support innovation while safeguarding data privacy. Recommendations for entrepreneurs include strategically adopting cloud solutions, investing in staff training, and continuously monitoring cloud-related expenses. This study ultimately contributes to a nuanced understanding of cloud technology’s role in shaping entrepreneurial practices and policies within the hospitality sector.

Hyperloop’s role in tourism and hospitality: Challenges and opportunities

This study provides a comprehensive examination of the potential impacts of Hyperloop technology on the tourism and hospitality sectors, offering strategic insights for stakeholders to address upcoming challenges and opportunities. Through an extensive literature review, we identify several ways in which Hyperloop travel could transform these sectors. Potential benefits include enabling seamless multi-destination day trips, promoting culinary tourism, enhancing the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, and generating employment around Hyperloop hubs. However, Hyperloop may also reduce bookings in traditional accommodations, decrease interest in conventional air and rail travel, limit tourist exploration to destinations within the Hyperloop network, and decline in travel expenditure in a specific location. These findings have significant practical implications, providing valuable guidance to tourism and hospitality businesses and policymakers as they prepare for the commercialization of Hyperloop technology.

Green inclusive leadership and hospitality employees’ green service innovative behavior in the Chinese hospitality context: The roles of basic psychological needs and employee traditionality

With the Chinese hospitality industry’s continuous emphasis on environmental sustainability and meeting customers’ needs for eco-friendly services, how to motivate employees to implement green service innovative behaviors has become an important topic in the hospitality sector. Based on self-determination theory, this study investigates the motivational path that green inclusive leadership affects hospitality employees’ green service innovation behavior through the satisfaction of basic psychological needs and further verifies the moderating effect of employees’ traditionality in the Chinese hospitality context. Using a three-wave longitudinal design, we collected data from 367 full-time hospitality employees in 11 Chinese hotels. The results demonstrated that green inclusive leadership is positively associated with green service innovative behavior, mediated by the satisfaction of their basic psychological needs. Additionally, we confirmed that employee traditionality weakened the impact of green inclusive leadership on hospitality employees’ green service innovative behavior through basic psychological needs satisfaction (at least for the satisfaction of autonomy and competence needs).

A TCCM-Based Review of Consumer Behaviour Towards Digital Voice Assistants and Future Research Agenda

This Systematic Literature Review explores the evolving landscape of consumer behaviour towards DVAs using the TCCM (Theory-Context-Characteristics-Methodology) framework. Through a comprehensive analysis of 64 research papers sourced from the Scopus database, indexed in the ABDC (Australian Business Deans Council) category list, and published until December 2023, we uncover pivotal themes and significant knowledge gaps in the current body of research. The findings show that most studies on consumer-DVA interactions are empirical in nature, predominantly focused on the shopping and hospitality sectors, and grounded in the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT) frameworks. Applying the TCCM framework, this paper uncovers fertile ground for future research, highlighting opportunities for further exploration and development. Building on the identified research gaps and our insights, we present integrated frameworks on consumer behaviour towards DVAs. Additionally, we provide actionable recommendations for DVA researchers, developers, and marketers, highlighting critical areas for future research, such as integrating sentiment analysis and emotional recognition capabilities. We also propose tailored strategies, including customizable DVA personalities and engaging voice experiences, to enhance consumer engagement and brand loyalty. The paper concludes with a summary of limitations and key findings.

Service quality and customer delight in the hospitality sector of Pakistan

The current study investigates the relationship between service quality and its dimensions with customers’ delight in the hospitality sector of Pakistan. Using a convenient sampling technique, data was collected through a survey questionnaire in order to examine customers’ hotel experiences. Returned and usable questionnaires were 157. The data was analyzed using descriptive statistics, common method bias, reliability and correlation analysis. Results of this study showed a positive link between service quality and customer delight in the context of Pakistani hotels. Finally, implications, limitations and future research suggestions are provided.

Consumption Trends of Antifungal and Antiprotozoal Agents for Human Systemic Use in Kazakhstan from 2017 to 2023.

While multiple studies have investigated antibiotic consumption rates, there are few studies on the consumption of systemic antifungals and antiprotozoals. This study aims to fill this gap by providing a comprehensive analysis of nationwide consumption trends in Kazakhstan over a seven-year period (2017-2023). Defined daily doses per 1000 inhabitants per day were calculated for systemic antifungals (J02 code of the Anatomical Therapeutic Chemical Classification System (ATC)) and antiprotozoals (P01 code of the ATC). Time series analyses were applied to examine historical trends, evaluate the impact of the COVID-19 pandemic, and make future projections until 2030. The total consumption increased over the study period, with an average annual percent change of 1.11% for antifungals and 5.48% for antiprotozoals. Fluconazole was the most consumed antifungal agent, whereas metronidazole was the most consumed antiprotozoal agent. The COVID-19 pandemic had a positive but insignificant effect on the consumption of antifungals and a negative and also insignificant effect on the consumption of antiprotozoals. Forecast modeling indicates that the future trends in antifungal and antiprotozoal consumption until 2030 will largely remain stable, with the exception of antiprotozoal consumption in the hospital sector, which is projected to decline. These findings offer valuable insights into the development and implementation of targeted antimicrobial stewardship programs in Kazakhstan.

Anti-crisis adaptation of the Ukrainian tourism industry

With the development of tourism, a tourism companies or destinations become as dependent as possible on a wide variety of political, social and economic events, and this actualizes a number of risks and increases vulnerability to a potential crisis. The set of crises that befell Ukraine throughout the 21st century, each time destabilized the progressive development of the tourism sector, pushed entrepreneurial initia­tives back into the past. Mitigating the impact of crisis phenomena on the development of tourism cannot be imagined without a detailed statistical analysis of these impacts and the level of adap­tability of tourism as a whole and its individual branches. The purpose of the article is to reveal the impact of several large-scale crises of the 21st century on Ukrainian tourism and study the degree of adaptability of its industries through a number of indicators, including the economic and financial results of the relevant business entities. The main hypothesis of the study was that different sectors of the economy, the enter­prises of which are part of the tourism sector, are characterized by different degrees of adaptabi­lity to large-scale crises. When writing the article, the results of several state statistical observations and expert assessments were used. The article examines in detail the ways in which crises and upheavals have shaped and changed the tourism landscape of Ukraine in recent years. The study highlights the tangible, measu­rable consequences of major shocks – from a sharp decrease in the number of tourists and their behavior patterns to sharp changes in the economic results of the sectorʼs enterprises. The work aims to provide a detailed understanding of the sustainability and adaptability of the two main sectors of tourism - the hospitality and tour operating sectors. This analysis highlights the factors that have enabled certain tourism sectors to withstand the crises of recent years, while others may have struggled to adapt and recover. By carefully cataloging these trends and pat­terns, research provides information that can help design mitigation strategies

Comparative analysis between the impacts produced by centralized biowaste management – a hospitality sector case study in Brazil

Comparative analysis between the impacts produced by centralized biowaste management – a hospitality sector case study in Brazil

The Impact Of Consumer Environmental Consciousness On Hotel Consumption Intention: A Case Study Of Democratic Republic Of Congo Consumers

The rising interest in "green" hotels is indicative of a broader trend toward eco-consciousness in the hospitality sector. Environmental concerns are currently capturing the interest of Congo's academics, businesses, and governments. Sustainable development is seen to necessitate this. The study looked at how buyers' beliefs, realistic objectives, money, and the hotel's responsibility affected their propensity to spend more for eco-friendly hotels. The purpose of this research was to identify the factors (such as consumer awareness, environmental control policies, and consumer behavior and preferences) that affect the amount that guests are prepared to pay for environmentally friendly hotel rooms. The investigation, which took place in the DRC, used a quantitative approach by analyzing data obtained from 700 hotel visitors using regression analysis. This study contributes to the literature on sustainable tourism by shedding light on the variables that influence financial backing for environmentally conscious hotel projects. It also lays the groundwork for further research, especially in understudied areas like the DRC. There was a strong correlation between environmental consciousness and the results showing that consumers' perceptions of their own efficacy significantly impacted their norms and intentions to do positively. There was a negative moderating effect of perceived price, an external cost, on the link between consumers' behavioral intentions and their personal norms

How Does the Green and Non‐Green Star Moderate the Effect of Hotel Environmental Strategy on Sustainable Awareness and Green Employee Behavior?

ABSTRACTThe objective of this research is to determine the effects of hotel environmental strategies on sustainable awareness perception and green employee behavior in the hospitality industry. The moderator role of the green star practices in the relationships between the variables has also been searched. The study data have been obtained from the employees of five‐star hotels in Antalya, Türkiye. SPSS package program and Smart PLS were preferred in examining the relationships. As a result, significant relationships have been determined, and the green star practices moderate the relationship between them. Besides, the moderator role of green star practices has been analyzed, and this is the main difference of this research from the other hospitality studies in the literature. In the light of the research results, it can be stated that hotel business managers should empower their employees on green behaviors by increasing their motivation for a sustainable hospitality sector.

RELATIONSHIP OF MANAGEMENT AND ECONOMIC INDICATORS IN THE HOSPITALITY SECTOR: THE SEARCH FOR OPTIMAL STRATEGIES

Optimal strategies are a key lever for business success in the current difficult conditions, and the hospitality sector is no exception. The aim of the study was to determine how management practices affect economic indicators in the hospitality sector.The research employed methods of regression and correlation analysis, and descriptive statistics analysis. Cost management was found to have a positive effect on the Return on Assets (ROA) (0.088) and the Occupancy Rate (0.191).The analysis showed that the factor of staff training investment has a positive but weak effect on the return on assets (0.068) and the utilization rate (0.005). It was identified that the seasonality factor also has a positive effect on the utilization rate (0.510). The market competition factor was found to have a slight negative effect on the profitability of assets (-0.018) and the utilization rate (-0.009). Key financial management tools such as the development of a detailed budget and regular updating of business financial forecasts are identified. Emphasis is placed on the importance of managing cash flows to ensure the necessary liquidity and planning short-term financial needs. Optimization of the tax burden through the use of tax benefits as an element of financial management in difficult business conditions is proposed. Further research will focus on the impact of digitalization on optimal business strategies and their impact on the main economic indicators in the hospitality sector in view of increased uncertainty in the business environment.

Smoke-free legislation impact on the hospitality sector in the Republic of Georgia

IntroductionComprehensive smoke-free (SF) policies reduce secondhand smoke exposure and improve population-level health outcomes. However, some decision-makers heed the tobacco industry’s argument that SF policies negatively impact the hospitality sector. This...

Epidemiological, Clinical, And Occupational Characteristics of Migrant Workers Confirmed with COVID-19 At Udayana University Hospital

The coronavirus disease 2019 (COVID-19) pandemic has prompted Indonesian expatriates to return home. Travel history, including migrant repatriation, was thought to spread COVID-19. These factors increased COVID-19 transmission. This study examined the epidemiological, clinical, and occupational characteristics of migrant workers with COVID-19 at Udayana University Hospital. This descriptive study utilized a cross-sectional methodology. The research samples consisted of 97 migrant workers diagnosed with COVID-19 who had been treated at Udayana University Hospital between March to August of 2020, using the total sampling technique. The median age (IQR) of migrant workers is 30, and 84.53% are male. Before returning to Indonesia, many worked and visited the US (20.6%). 87.63% of respondents worked in hospitality sector, and mostly worked in 8–12-hour shifts. All respondents have insurance; most employers are provided with PPE and information regarding COVID-19 prevention. At the airport, COVID-19 screening revealed fever (70.6%) and cough (76.3%) as the most common symptoms. A 94.8% of migrant workers had no comorbidities, and 87.6% had normal chest X-rays. From this research, we discovered that amongst migrant workers, positive-COVID-19 results were mostly found in young, mobile men. Most of them worked for 8–12 hours per day, and majority worked in hospitality sector. Almost all of them did not have any comorbidities and the most common symptoms found were fever and cough. The findings suggest that male workers in their productive age with high mobility and working in the hospitality sector are at higher risk of infection.

Work-life imbalance, burning out, feeling down, I will quit, but quietly – the case of hospitality employees

ABSTRACT Given the long and irregular working hours and low wages in the hospitality sector, employees often experience poor well-being and suffer from burnout. Instead of leaving their jobs, these employees engage in quiet quitting, which negatively impacts organizations. This study investigates the relationships between role conflicts, employee well-being, burnout, and quiet quitting among hospitality employees. The study was undertaken at hotels with different star ratings in Portugal. Data were collected from both frontline and backstage employees from different departments at the survey hotels, Structural equation modeling with Mplus was performed to analyze the data. The results indicate that role conflicts affect well-being and increase burnout, leading to quiet quitting. Furthermore, well-being and burnout mediate the relationship between role conflicts and quiet quitting, suggesting indirect effects of role conflicts. Gender and age also significantly influence these relationships. This study contributes to positive psychology and burnout research by evaluating an integrative model of role conflicts, well-being, and job-related outcomes. The findings offer practical insights for hospitality organizations to improve employees’ job attitudes and behaviors.

Exploring the sugar-sweetened beverage tax (SSBT) pass-through rate in the Irish hospitality sector

BackgroundThe World Health Organization (WHO) supports the use of Sugar-Sweetened Beverage Taxes (SSBTs) as a fiscal lever to help reduce sugar consumption and tackle obesity. Obesity is associated with a range of adverse health outcomes. In response to increasing levels of obesity in Ireland, an SSBT was introduced in 2018. Previous research in Ireland has noted that the pass-through rate of the SSBT in retail (off-site consumption) settings was poor. However, to date, no research has examined the SSBT pass-through rate in hospitality (on-site consumption) venues in Ireland.MethodsThis research examines the SSBT pass-through rate on Coca-Cola versus diet versions of Coca-Cola in a convenience sample of 100 hospitality venues in two provincial Irish cities.ResultsWilcoxon signed rank test analysis revealed that regular Coca-Cola was significantly more expensive compared to the price charged for diet versions of Coca-Cola. However, in 85.6% of cases the same price was charged for both full-sugar and sugar-free drinks. The mean pass-through rate of the SSBT was 33.8%.ConclusionThe effective functioning of the SSBT is premised on persistent price differences between soft drink prices based on sugar content. However, this is barely evident in the hospitality sector in Ireland. A number of recommendations are suggested, including both increasing the SSBT, and increasing it annually in line with inflation.

Особливості бізнес-планування у сфері гостинності

The article concentrates on the evolving context of business planning in the hospitality industry, exploring flexible strategies for addressing the negative industry-wide factors that have an impact. The hospitality industry is subject to several operational factors, including revenue generation, cost management, human resources, and marketing, which are influenced by seasonal variations. This necessitates the implementation of strategies to mitigate the impact of fluctuating demand. The high level of competition in the hospitality sector requires a clear competitive advantage, which may be achieved through factors such as location, the provision of high-quality service, innovative design, or a thematic focus. These factors must be strategically employed to distinguish businesses from one another. External factors, including economic conditions, political stability, and environmental risks, significantly influence the hospitality industry. Implementing robust scenario planning, risk management, and service diversification strategies is essential to mitigate these risks. Financial planning is critical to business planning and success, as financial obligations in the hospitality industry underscore the importance of a comprehensive investment analysis. The hospitality industry’s primary asset is its human capital. , strategies should be employed to create a positive working environment, invest in staff training, and implement incentive programs to attract, develop, and retain talent. Guests’ safety and maintaining a positive reputation for hospitality establishments are contingent upon monitoring reviews, responding to negative comments, and utilizing a positive image. The study highlights the necessity for an integrated methodology to be employed in planning business operations within the hospitality sector. Keywords: business planning, hotel and restaurant complex, hospitality industry, stages of organizational culture formation, business.

Analysis of the Influence of Tourist Visits and Hotel Occupancy Rate on Labor Absorption in West Nusa Tenggara Province

This study aims to analyze "The influence of tourist visits and hotel occupancy rates on labor absorption in West Nusa Tenggara Province". The type of research used in this study is quantitative research with a descriptive approach. The type of data used in the study is time series data. The data was processed using the SPSS application using the Multiple Liniear Regression analysis method. The results of this study show that simultaneously the independent variables of tourist visits (X1) and hotel occupancy rate (X2) do not have a significant effect on the dependent variable, namely labor absorption (Y) even though it has a strong correlation. The results of the partial test show that Tourist Visits and Hotel Occupancy Rate have no significant effect on Labor Absorption in the hospitality sector. The results of multiple regression testing of the data in this study recommend the regression equation: Y = 2700.556 + 0.002 X1 + 0.001 X2. The constant value is 2700.556, the coefficient X1 is 0.002 and the hotel occupancy rate is 0.001.

The effects of economic policy uncertainty on hotel performance: evidence from the Italian hospitality sector

The effects of economic policy uncertainty on hotel performance: evidence from the Italian hospitality sector

Technological Integration in CRM: A Case Study of Madurai's Hospitality Sector

This study examines the role of technological integration in Customer Relationship Management (CRM) within Madurai's hospitality sector, focusing on how digital tools and software solutions enhance customer engagement and service delivery. As the tourism and hospitality industry in Madurai continues to grow, driven by its cultural significance and heritage, effective CRM practices have become essential for maintaining competitive advantage. This case study investigates how hotels, restaurants, and tour operators in Madurai leverage CRM technologies to streamline operations, personalize guest experiences, and foster long-term relationships. The research analyses the adoption of CRM software, mobile applications, and data analytics in enhancing customer satisfaction, increasing retention rates, and improving operational efficiency. Findings reveal that while the use of technology in CRM has significantly improved service standards and customer interactions, challenges such as system integration, staff training, and cost constraints remain. This study offers insights into the potential of technological CRM solutions to transform the hospitality landscape in Madurai, contributing to both academic literature and practical applications in the tourism and hospitality industries.