Hospitality and Tourism Marketing Research
Summary
Hospitality and tourism marketing research examines the strategies and tools that organisations employ to attract, engage and retain travellers in a highly competitive global environment. Core topics include market segmentation, brand management and positioning, service quality measurement and the design of memorable guest experiences. In recent years, the field has embraced digital transformation, exploring content analysis of online reviews, text-mining of social media chatter and predictive analytics to forecast demand. Sustainability and responsible tourism have emerged as critical drivers, with marketers investigating how eco-friendly offerings shape purchase decisions and destination loyalty. Studies also focus on personalisation through customer relationship management systems, chatbot interactions and mobile applications to tailor recommendations and streamline bookings. The interdisciplinary nature of the discipline draws on consumer behaviour theory, data science and operations research to optimise price, distribution channels and promotion. Practical applications span revenue management in hotels, experience design in cultural tourism and strategic partnerships with online travel platforms. The global significance of this research lies in its capacity to inform policy, support destination recovery after crises and enable smaller operators to compete with major brands through digital engagement and enhanced service quality.
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Hospitality and Tourism Marketing Research publication trend
The graph below shows the total number of articles in hospitality and tourism marketing research across all publications each year (not limited to Nature Index journals).
Technical terms
Text Mining: Computational analysis of large text datasets to identify patterns, themes and sentiment.
Customer Relationship Management (CRM): Integrated systems and strategies for collecting, analysing and acting on customer data to strengthen loyalty.
Personalisation: Customisation of products, services or communications to match individual customer preferences and behaviours.
Market Segmentation: Division of a broad consumer market into sub-groups sharing similar needs, characteristics or purchase behaviours.
Experience Economy: Economic model that emphasises the creation of memorable events and interactions as the core value proposition.
References
- Marketing Management in the Hotel Industry: A Systematic Literature Review by Using Text Mining. Sustainability (2022).
- Applications of Social Media in the Tourism Industry: A Review. SEISENSE Journal of Management (2021).
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