1st Edition
Hospitality and Tourism Marketing Building Customer Driven Hospitality and Tourism Organizations
Hospitality and Tourism Marketing: Building Customer Driven Hospitality and Tourism Organizations is an absolutely crucial book in light of the world post COVID-19. Following the pandemic, big hotel chains like the Accor Group and Marriot closed outlets, but post COVID-19, the global hospitality and tourism sector is bouncing back.
In bouncing back though, the pandemic brought to the fore the absolute need for high levels of customer centricity in a world that was gripped by fear. This new Hospitality and Tourism (H&T) Marketing book takes a customer-oriented approach to discussing marketing discipline in the global H&T sector. With chapters spanning topics like service characteristics of hospitality and tourism marketing, people management strategies for service businesses, consumer behaviour, designing and building brands, electronic marketing, internet marketing, database marketing, and direct marketing and relationship marketing, this book has the right balance of technology and consumer-oriented topics to provide the right balance for tourism marketing practitioners post pandemic.
Chapter 1: Understanding Marketing………………………………………………………
1.1 Introduction to Chapter…………………………………………………………………..
1.2 Introduction to Marketing………………………………………………………………..
1.3 Competing Business Orientation…………………………………………………………
1.3.1 Production Concept…………………………………………………………………..
1.3.2 Product Concept……………………………………………………………………….
1.3.3 Selling Concept……………………………………………………………………….
1.3.4 Marketing Concept……………………………………………………………………
1.3.5 Societal Marketing…………………………………………………………………….
1.3.5.1 Relationship Marketing ……………………………………………………………….
1.3.5.2 Internal Marketing……………………………………………………………………..
1.3.5.3 Integrated Marketing…………………………………………………………………..
1.3.5.4 Societal Responsive Marketing………………………………………………………...
1.3.5.4.1 Governance………………………………………………………………………..
1.3.5.4.2 Leadership…………………………………………………………………………
1.3.5.4.3 Business Planning…………………………………………………………………
1.3.5.4.4 Measuring and Reporting………………………………………………………….
1.3.5.4.5 Organisational Learning…………………………………………………………..
1.3.5.4.6 Culture…………………………………………………………………………….
1.3.5.4.7 Information Systems ………………………………………………………………
1.4 Summary
References
Chapter 2: Marketing for Hospitality and Tourism
2.1 Introduction……………………………………………………………………………….
2.2 Hospitality and Tourism Marketing………………………………………………………
2.3 The Hospitality Industry…………………………………………………………………
2.4 Tourism………………………………………………………………………………….
2.5 Customer Value Satisfaction in the Hospitalism Industry………………………………..
2.6 Customer Orientation…………………………………………………………………..
2.7 Summary………………………………………………………………………………..
2.8 Activity…………………………………………………………………………………
Chapter 3: Service Characteristics of Hospitality and Tourism Marketing
3.1 The Service Culture ………………………………………………………
3.2 Characteristics of Service Marketing……………………………………..
3.2.1 Intangibility……………………………………………………………
3.2.2 Inseparability………………………………………………………….
3.2.3 Variability…………………………………………………………………...
3.2.4 Perishability…………………………………………………………………
3.3 Summary………………………………………………………………………..
3.4 Activity………………………………………………………………………….
Chapter 4: People Management Strategies for Service Businesses
4.1 Introduction…………………………………………………………………………
4.2 Managing Differentiation……………………………………………………………
4.3 Managing Service Quality…………………………………………………………..
4.4 Service Marketing Management…………………………………………………….
4.5 Summary…………………………………………………………………………….
4.6 Activity………………………………………………………………………………
Chapter 5: The Role of Marketing in Strategic Planning
5.1 Market-oriented Strategic Planning…………………………………………………..
5.1.1 Stakeholders……………………………………………………………………….
5.1.2 Processes……………………………………………………………………………
5.1.3 Resources……………………………………………………………………………
5.1.4 Organisations………………………………………………………………………..
5.2 Corporate Strategic Planning……………………………………………………………
5.2.1 Defining the Corporate Mission……………………………………………………..
5.2.2 Establishing Strategic Business Units………………………………………………
5.2.3 Developing Growth Strategies………………………………………………………
5.2.4 Intensive Growth……………………………………………………………………
5.2.4.1 Market Penetration………………………………………………………………….
5.2.4.2 Market Development Strategy………………………………………………………
5.2.4.3 Product Development Strategy………………………………………………………
5.2.5 Diversification Growth………………………………………………………………
5.2.6 Summary……………………………………………………………………………..
5.2.7 Activity……………………………………………………………………………….
Chapter 6: Business Strategy Planning
6.1 Introduction……………………………………………………………………………….
6.2 The Company’s Microenvironmnet………………………………………………………
6.2.1 The company………………………………………………………………………….
6.2.2 Suppliers………………………………………………………………………………
6.2.3 Marketing intermediaries……………………………………………………………..
6.3 The Company’s Macroenvironment………………………………………………………
6.3.1 Demographic environment……………………………………………………………
6.4 Responding to the Marketing Environmnet………………………………………………
6.4.1 Environmental scanning………………………………………………………………
6.5 Using Informationg about the Marketing Environment…………………………………..
6.6 The Business Unit Strategic Planning Proceess…………………………………………..
6.7 Business Mission…………………………………………………………………..
6.8 SWOT Analysis…………………………………………………………………….
6.9 External Environment Analysis…………………………………………………….
6.9.1 Opportunities……………………………………………………………………
6.9.2 Threats…………………………………………………………………………..
6.10 Internal Environmental Analysis………………………………………………..
6.11 Goal Formulation……………………………………………………………….
6.12 Strategy Formulation……………………………………………………………
6.13 Program Formuation……………………………………………………………
6.14 Implementation…………………………………………………………………
6.15 Feedback and Control…………………………………………………………..
6.16 Summary………………………………………………………………………..
6.17 Activity………………………………………………………………………….
Chapter 7: Marketing Information Systems and Marketing Research
7.1 Introduction
7.2 The Marketing Information System…………………………………………………
7.2.1 Assessing information needs……………………………………………………
7.2.2 Developing information…………………………………………………………
7.2.3 Internal records………………………………………………………………….
7.2.4 Gust history information………………………………………………………..
7.2.5 Internal records………………………………………………………………….
7.2.6 Automated systems………………………………………………………………
7.2.7 Disguised shoppers………………………………………………………………
7.2.8 Company records………………………………………………………………..
7.2.9 Point-of-sale information……………………………………………………….
7.2.10 Marketing intelligence………………………………………………………….
7.3 Internal Sources of Marketing Intelligence…………………………………………
7.4 Commercial Sources of Maketing Inteligence………………………………………
7.5 Marketing Research………………………………………………………………..
7.6 Marketing Research Process………………………………………………………..
7.7 Defining the Problem and Research Objectives…………………………………….
7.8 Developing the Research Plan……………………………………………………….
7.8.1 Determininng specific information needs……………………………………….
7.8.2 Gathering secondary information………………………………………………..
7.8.3 Planning primary data collection……………………………………………….
7.8.4 Implementing research plan……………………………………………………..
7.8.5 Interpreting and reporting findings………………………………………………
7.9 Summary…………………………………………………………………………….
7.10 Activity…………………………………………………………………………..
Chapter 8: Consumer Behaviour
8.1 Introduction………………………………………………………………
8.2 Personality and self-concept…………………………………………….
8.3 Psychological factors……………………………………………………
8.4 Motivation……………………………………………………………….
8.4.1 Maslow’s theory of motivation………………………………………
8.4.2 Herzberg’s theory of motivation……………………………………..
8.4.3 Perception…………………………………………………………….
8.4.4 Selective Attention……………………………………………………
8.4.5 Selective Distortion……………………………………………………
8.4.6 Learning……………………………………………………………….
8.4.7 Beliefs and Attitudes…………………………………………………..
8.5 The Buyer Decision Process………………………………………………
8.6 Need Recognition………………………………………………………….
8.7 Information Search…………………………………………………………
8.8 Evaluation of Alternatives…………………………………………………..
8.9 Purchase Decision…………………………………………………………….
8.10 Post purchase Behaviour…………………………………………………..
8.11 Summary Activity………………………………………………………….
Chapter 9: Organisational Buyer Behaviour
9.1 Introduction………………………………………………………………………..
9.2 The Organisational Buying Process………………………………………………..
9.3 Types of Decisions and the Decisionn Process…………………………………..
9.4 Participants in the Organisational Buying Process……………………………….
9.4.1 Users…………………………………………………………………………..
9.4.2 Influencers……………………………………………………………………..
9.4.3 Deciders………………………………………………………………………..
9.4.4 Approvers………………………………………………………………………
9.4.5 Buyers…………………………………………………………………………..
9.4.6 Gatekeepers……………………………………………………………………..
9.5 Major Influences on Organisational Buyers…………………………………………
9.5.1 Environmental factors……………………………………………………………
9.5.2 Organisational factors…………………………………………………………….
9.5.3 Interpersonal factors………………………………………………………………
9.5.4 Individual factors…………………………………………………………………
9.6 Organisational Buying Decisions……………………………………………………..
9.6.1 Problem recognition……………………………………………………………….
9.6.2 General need description…………………………………………………………..
9.6.3 Product specification……………………………………………………………….
9.6.4 Supplier search……………………………………………………………………..
9.6.5 Proposal solution…………………………………………………………………...
9.6.6 Supplier selection…………………………………………………………………..
9.6.7 Order-routine specification…………………………………………………………
9.6.8 Performance review…………………………………………………………………..
9.7 Summary…………………………………………………………………………………..
9.8 Activity…………………………………………………………………………………….
Chapter 10: Market Segmentation
10.1Introduction……………………………………………………………………..
10.2Markets…………………………………………………………………………..
10.3Market Segmentation…………………………………………………………….
10.3.1 Geographic segmentation…………………………………………………………
10.3.2 Demographic segmentation………………………………………………………..
10.3.3 Psycographic segmentation………………………………………………………..
10.3.4 Social class…………………………………………………………………………
10.3.5 Lifestyle…………………………………………………………………………….
10.3.6 Personality…………………………………………………………………………..
10.3.7 Behavioural segmentation…………………………………………………………..
10.3.8 Occasions…………………………………………………………………………….
10.3.9 Benefits sought……………………………………………………………………….
10.3.10User status……………………………………………………………………..
10.4Requirements for Effective Segmentation……………………………………………..
10.4.1 Measurability……………………………………………………………………………
10.4.2 Accessibilty………………………………………………………………………………
10.4.3 Substantiality……………………………………………………………………………..
10.4.4 Actionability………………………………………………………………………………
10.5Summary…………………………………………………………………………………..
10.6Activity…………………………………………………………………………………….
Chapter 11: Market Targeting and Positioning
11.1Market Targeting……………………………………………………………………….
11.1.1 Evaluating market segments………………………………………………………
11.1.2 Segment size and growth………………………………………………………….
11.1.3 Segment structural alternatives…………………………………………………..
11.1.4 Company objectives and resources……………………………………………….
11.1.5 Choosing and implementing a positioning strategy………………………………
11.1.6 Product differentiation……………………………………………………………..
11.1.7 Service differentiation………………………………………………………………
11.1.8 Personnel differentiation…………………………………………………………….
11.1.9 Location differentiation………………………………………………………………
11.1.10Image differentiation………………………………………………………….
11.2Selecting the Right Competitive Advantages…………………………………………
11.3How Many Differences……………………………………………………………….
11.4Which Differences?........................................................................................................
11.5Communicating and Delivering the Chosen Position………………………………….
11.6Summary…………………………………………………………………
11.7Activity………………………………………………………………….
Chapter 12: Designing and building brands
12.1Introduction…………………………………………………………
12.2What is a product?................................................................................
12.3Product levels…………………………………………………………..
12.3.1 Core product…………………………………………………………….
12.3.2 Facilitating product……………………………………………………
12.3.3 Supporting product……………………………………………………
12.3.4 Augmented products………………………………………………….
12.4Branding………………………………………………………………
12.4.1 Conditions supporting branding………………………………………
12.4.2 Easy identification of product by brand or trademark………………….
12.4.3 The product is perceived as the best valuefor the price…………………
12.4.4 Quality and standards are easy to maintain……………………………
12.4.5 There are economies of scale………………………………………….
12.4.6 Leveraging brand equity……………………………………………….
12.5Summary……………………………………………………………….
12.6Activity…………………………………………………………………
Chapter 13: New product development
13.1Introduction…………………………………………………………….
13.2The new product development process…………………………………
13.3Idea generation………………………………………………………….
13.3.1 Internal sources…………………………………………………………
13.3.2 Customers……………………………………………………………….
13.3.3 Competitors………………………………………………………………
13.3.4 Distributors & suppliers…………………………………………………..
13.3.5 Other sources………………………………………………………………
13.4Idea screening………………………………………………………………
13.5Concept development………………………………………………………
13.6Concept testing……………………………………………………………..
13.7Marketing strategy………………………………………………………….
13.8Business analysis…………………………………………………………..
13.9Product development……………………………………………………….
13.10 Test marketing………………………………………………………………
13.11 Commercialization………………………………………………………….
13.12 Summary…………………………………………………………………….
13.13 Activity………………………………………………………………………
Chapter 14: The Product life cycle
14.1Introduction………………………………………………………………….
14.2Product life-cycle strategies…………………………………………………….
14.2.1 Introduction stage……………………………………………………………….
14.2.2 Growth stage…………………………………………………………………….
14.2.3 Maturity stage…………………………………………………………………….
14.2.3.1 Market modification………………………………………………………
14.2.3.2 Product modification ……………………………………………………..
14.2.3.3 Marketing-mix modification………………………………………………
14.2.4 Decline stage………………………………………………………………………
14.2.4.1 Product deletion…………………………………………………………...
Activity…………………………………………………………………………………….
Chapter 15: Pricing Products: Pricing Considerations, Approaches, and Strategy
15.1Introduction……………………………………………………………
15.2Price…………………………………………………………………...
15.3Factors to consider when setting prices………………………………
15.3.1 Internal factors………………………………………………………..
15.3.1.1 Marketing objectives………………………………………….
· SurvivalCurrent profit maximization…………………………
· Market-share leadership………………………………………
· Product-quality leadership……………………………………
15.3.1.2 Marketing mix strategy………………………………….
15.3.1.3 Costs……………………………………………………..
15.3.2 External factors …………………………………………………..
15.3.2.1 Market and demand………………………………………..
15.3.2.2 Cross selling and upselling…………………………………
15.4General pricing approaches…………………………………………
15.4.1 Cost-based pricing…………………………………………………..
15.4.2 Break-even analysis and target profit pricing………………………..
15.4.3 Value-based pricing…………………………………………………..
15.4.4 Competition-based pricing……………………………………………
15.5Pricing strategies…………………………………………………….
15.5.1 New product pricing strategies……………………………………….
15.5.2 Prestige pricing……………………………………………………….
15.5.3 Market-skimming pricing…………………………………………….
15.5.4 Market-penetration pricing……………………………………………
15.6Existing-product pricing strategies ………………………………….
15.6.1 Product-bundle pricing………………………………………………
15.6.2 Psychological pricing……………………………………………….
15.6.3 Promotional pricing………………………………………………….
15.6.4 Value pricing……………………………………………………….
Summary……………………………………………………………………
Activity……………………………………………………………………..
Chapter 16: Distribution Channels
16.1Introduction
16.2Nature and importance of distribution systems…………………….
16.3Nature of distribution channels…………………………………….
16.4Why marketing intermediaries are used?...........................................
16.5Distribution channel functions………………………………………
16.6Number of channel functions………………………………………..
16.7Marketing intermediaries…………………………………………….
16.8Channel behaviour and the organisation……………………………..
16.9Channel behaviour……………………………………………………
16.10 Summary……………………………………………………………..
16.11 Activity……………………………………………………………….
Chapter 17: Promoting Products: Communication and Policy Promotion
17.1Introduction……………………………………………………….
17.2The communication process……………………………………….
17.3Determining the communication objective……………………….
17.4Design the message………………………………………………..
17.5Selecting communication channels………………………………….
17.6Personal communication channels…………………………………..
17.7Measure the communicatons results…………………………………
17.8Managing and coordinating…………………………………………..
17.9Integrated marketing communications………………………………..
17.10 Nature of each promotion tool……………………………………….
17.10.1Advertising
17.10.2Personal selling………………………………………………
17.10.3Sales promotion……………………………………………..
17.10.4Measuring the communication effect………………………
17.10.5Measuring the sales effect…………………………………
17.11 Summary…………………………………………………………..
17.12 Activity…………………………………………………………….
Chapter 18: Promoting Products: Public Relations and Sales Promotion
18.1Introduction ………………………………………………………..
18.2Public relations……………………………………………………..
18.3Major activities of PR departments…………………………………
18.3.1 Press relations………………………………………………………
18.3.2 Product publicity……………………………………………………
18.3.3 Corporate communication……………………………………………
18.3.4 Lobbying………………………………………………………………
18.3.5 Counselling……………………………………………………………
18.3.6 Publicity……………………………………………………………..
18.4Sales promotion………………………………………………………
18.4.1 Setting sales promotion objectives……………………………………
18.4.2 Selecting sales promotion tools………………………………………
18.4.3 Consumer promotion tools……………………………………………
18.4.3.1 Samples……………………………………………………….
18.4.3.2 Coupons………………………………………………………
18.4.3.3 Packages………………………………………………………
18.4.3.4 Premiums…………………………………………………….
18.4.3.5 Point-of-purchase displays………………………………….
18.5Summary……………………………………………………………
18.6Activity…………………………………………………………….
Chapter 19: Promoting Products: The Marketing Communications Plan
19.1Introduction……………………………………………………..
19.2Developing a communications plan……………………………..
19.2.1 Target audience profiles…………………………………………..
19.2.2 Objectives………………………………………………………….
19.2.3 Messages……………………………………………………………
19.2.4 Vehicle selecting……………………………………………………
19.2.5 Budget and schedule…………………………………………………
19.3Establishing the total marketing communications budget…………..
19.3.1 Affordable method………………………………………………….
19.3.2 Percentage of sales method………………………………………….
19.3.3 Competitive parity method………………………………………….
19.3.4 Objective and task method…………………………………………..
19.4Summary……………………………………………………………..
19.5Activity……………………………………………………………….
Chapter 20: Professional Sales
20.1Introduction…………………………………………………………….
20.2Management of professional sales………………………………………
20.3Nature of hospitality sales……………………………………………….
20.4Sales force objectives…………………………………………………….
20.5Sales force tactics…………………………………………………………
20.6Summary…………………………………………………………………
20.7Activity……………………………………………………………………
Chapter 21: Internal Marketing
21.1Linked employee and customer satisfactions
21.2The internal marketing process.....................................................................
21.3Service culture establishment………………………………………………
21.4Summary……………………………………………………………………
21.5Activity………………………………………………………………….
Chapter 22: Building Customer Loyalty through Quality
22.1Introduction………………………………………………………………
22.2Defining customer value and satisfaction………………………………..
22.2.1 Customer-delivered value………………………………………………..
22.2.2 Customer satisfaction……………………………………………………..
22.3Relationship marketing……………………………………………………
22.3.1 Relationship marketing vs. Traditional marketing……………………….
22.3.2 Cost of lost customers…………………………………………………….
22.3.3 Link between marketing and quality………………………………………
22.4What is quality?............................................................................................
22.5Benefits of service quality…………………………………………………
22.5.1 Customer retention………………………………………………………..
22.5.2 Avoidance of price competition……………………………………………
22.5.3 Retention of good employees……………………………………………….
22.5.4 Cost reduction………………………………………………………………
22.6Summary…………………………………………………………………….
22.7Activity……………………………………………………………………….
Chapter 23: Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing
23.1Introduction…………………………………………………………………..
23.2Electronic marketing………………………………………………………….
23.3What is the internet?..........................................................................................
23.4Interactivity and accessibility of the internet………………………………….
23.5Internet marketing through websites…………………………………………
23.5.1 Developing a website…………………………………………………………
23.5.2 Defining the website’s objectives…………………………………………….
23.5.3 Clearly identifying the target market………………………………………….
23.5.4 Establishing the buyer-readiness stage…………………………………………
23.5.5 Developing simple and pursuasive messages………………………………….
23.5.6 Answering the most frequently asked questions……………………………….
23.5.7 Avoiding the use of excess graphics……………………………………………
23.5.8 Promoting the website………………………………………………………….
23.6Making the website attractive…………………………………………………..
23.7Database marketing……………………………………………………………..
23.7.1 Major principles of database marketing…………………………………………
23.7.2 Data warehousing………………………………………………………………..
23.8Direct marketing…………………………………………………………………
23.8.1 Reasons for growth of direct marketing…………………………………………
23.8.2 Development of integrated direct marketing……………………………………
23.9Summary………………………………………………………………………..
23.10 Activity………………………………………………………………………….
Chapter 24: Relationship Marketing
24.1Introduction……………………………………………………………………..
24.2Differences between transactions marketing and relationship marketing……….
24.3Growth of relationship marketing………………………………………………..
24.3.1 Rapid technological advancement………………………………………………..
24.3.2 Adoption of TQM…………………………………………………………………
24.3.3 Growth of service economy………………………………………………………
24.3.4 Increased competition intensity…………………………………………………..
24.3.5 Types of relationships…………………………………………………………….
24.3.6 Building and deepening relationships…………………………………………….
24.3.7 Strengthening relationships(Bonding)…………………………………………….
24.3.7.1 Financial bonds……………………………………………………………
24.3.7.2 Social bonds……………………………………………………………….
24.3.7.3 Customization bonds………………………………………………………
24.3.7.4 Structural bonds……………………………………………………………
24.4Customer relationship management ………………………………………………
Chapter 25: Destination Marketing
25.1Introduction…………………………………………………………………………
25.2Tourism destination…………………………………………………………………
25.3Advantages and disadvantages of tourism………………………………………….
25.4Management of tourist destinations…………………………………………………
25.5Destinations appeal………………………………………………………………….
25.6Affordable packages…………………………………………………………………
25.7Maintenance of destinations…………………………………………………………
25.8Sustainable tourism………………………………………………………………….
25.9Summary…………………………………………………………………………….
25.10 Activity………………………………………………………………………………
Chapter 26: Segmenting and Monitoring the Tourism Market
26.1Introduction……………………………………………………………………………
26.2Market segmentation…………………………………………………………………..
26.3Information sources for segmentation…………………………………………………..
26.4Identifying segments for targeting………………………………………………………
26.5Criteria for targeting……………………………………………………………………..
26.6Classification of tourists………………………………………………………………..
26.6.1 The organised mass tourist………………………………………………………………
26.6.2 The explorer……………………………………………………………………………..
26.6.3 The drifter……………………………………………………………………………….
26.6.4 Visiting friends and relatives…………………………………………………………….
26.6.5 Business travellers……………………………………………………………………….
26.6.6 Pleasure travel……………………………………………………………………………
26.6.7 Business and pleasure travellers………………………………………………………….
26.6.8 Tag-along visitors……………………………………………………………………..
26.6.9 Grief travel …………………………………………………………………………….
26.7Monitoring the toursist activity………………………………………………………..
Chapter 27: Tourism Strategies and Investments
27.1Introduction…………………………………………………………………………….
27.2Attractions………………………………………………………………………………
27.3Events marketing………………………………………………………………………..
27.4A decision framework: event planning………………………………………………….
27.5Summary…………………………………………………………………………………
27.6Activity…………………………………………………………………………………..
Chapter 28: DEVELOPING TOURISM and HOSPITALITY MARKETING PLANS
- Introduction
- Purpose of a Marketing Plan
- Executive summary
- Corporate Connection
- Environmental Analysis and Forecasting
- Segmentation and Targeting
- Next Year’s Objectives and Quotas
- Action Plans: Strategies and Tactics
- Resources
- Marketing Control, Monitoring and Evaluation
- Important considerations in marketing plan development
- Benefits of a well-designed tourism marketing plan
- Sustainability and Digital Considerations
- Benefits of a well-designed tourism marketing plan
- The Hospitality Marketing Plan
Biography
Robert E. Hinson is currently the Pro Vice-Chancellor at the Ghana Communication Technology, having served previously as the Deputy Vice Chancellor – Academic at the University of Kigali with additional responsibility as Interim Vice Chancellor of the same University. His main research interests lie in the academic areas of marketing and communications, information and technology management, service management, and social responsibility and sustainability management. He has 33 monographs/Edited volumes and over 150 peer reviewed journal papers/book chapters to his credit. He was ranked by the 2021 and 2022 Alper-Doger (AD) Scientific Index as the #1 African Marketing Scholar and leading business and management scholar in Ghana. His book collection can be accessed at www.robertebohinsonbooks.com Ishmael Mensah is a Professor of tourism and hospitality management and Ghana Director of the Confucius Institute at the University of Cape Coast. He holds a PhD Tourism degree from the same university and is a Certified Hospitality Educator (CHE) by the American Hotel and Lodging Association as well as a Member of the Institute of Hospitality (MIH). Prof. Mensah also holds post-graduate certificates in Hospitality Administration as well as Event Planning & Tradeshow Management from Georgia State University where he was a fellow under the Ghana Tourism Capacity Development Initiative. He has published widely in high-ranking academic journals in the areas of service quality management, destination marketing, environmental management in hotels, special events management, and community-based tourism development. He is currently the Editor-In-Chief of the African Journal of Hospitality and Tourism Management. George Kofi Amoako, is an Associate Professor and the Director of Research at the Ghana Communication Technology University. He obtained his PhD at the London Metropolitan University in the UK .and has considerable research, teaching, consulting and practice experience in the application of Marketing Theory and principles to everyday marketing challenges and management and organisational issues. George has published extensively in internationally peer-reviewed academic journals (A, B and C ranked journals) and presented many papers at international conferences in Africa, America, Europe and Australia. Professor George Amoako has supervised to successful completion six (6) Doctor of Business Administration graduates and currently supervising five (5) PhD students. He is a PhD examiner for Kwazulu Natal University in South Africa and Open University Malaysia. Esi Akyere Mensah is a Senior Lecturer in Tourism Management with over 9 years of teaching and research experience in Ghanaian, British and Ivorian institutions. She has taught tourism and business management and sustainability courses at both undergraduate and postgraduate levels. Her research areas cover a wide range of topics, including post-COVID-19 tourism recovery, sustainability, and leadership in higher education. She is interested in the intersections of migration, development and tourism. Her research in tourism focuses on niche tourism such volunteer tourism and host guest interactions in tourism. Her papers have been published in Tourism Management Perspectives, Journal of International Migration and Integration, International Journal of Tourism Cities and Anatolia. She is currently an editorial board member of the Tourism Planning and Development Journal, a copy editor and a reviewer for tourism journals and corporate institutions. Isaac Sewornu Coffie is a part-time lecturer at the Accra Technical University and holds a PhD in Marketing from the Department of Marketing and Entrepreneurship at the University of Ghana Business School. His teaching and research areas are social marketing, corporate social responsibility (CSR), entrepreneurship, and market orientation. He has over 12 years of corporate working experience as a marketing executive. He is also an entrepreneur. He is published in the Social Marketing Quarterly, Journal of Social Marketing and the International Review on Public and Nonprofit Marketing. Eddy Khosa is a hospitality and tourism professional with three decades experience working across several hotel and tourism destination organisations in Africa. He currently manages the Rock City Hotel in Ghana, having managed the AH Hotel in Ghana directly before his current role.
