Routledge Handbook of Hospitality Marketing  book cover
1st Edition

Routledge Handbook of Hospitality Marketing

Edited By

Dogan Gursoy

ISBN 9781032339467
Published June 13, 2022 by Routledge
652 Pages 32 B/W Illustrations

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Book Description

This handbook analyzes the main issues in the field of hospitality marketing by focusing on past, present and future challenges and trends from a multidisciplinary global perspective. The book uniquely combines both theoretical and practical approaches in debating some of the most important marketing issues faced by the hospitality industry.

Parts I and II define and examine the main hospitality marketing concepts and methodologies. Part III offers a comprehensive review of the development of hospitality marketing over the years. The remaining parts (IV–IX) address key cutting-edge marketing issues such as innovation in hospitality, sustainability, social media, peer-to-peer applications, Web 3.0 etc. in a wide variety of hospitality settings. In addition, this book provides a platform for debate and critical evaluation that enables the reader to learn from the industry’s past mistakes as well as future opportunities.

The handbook is international in its constitution as it attempts to examine marketing issues, challenges and trends globally, drawing on the knowledge of experts from around the world. Because of the nature of hospitality, which often makes it inseparable from other industries such as tourism, events, sports and even retail, the book has a multidisciplinary approach that will appeal to these disciplines as well as others including management, human resources, technology, consumer behavior and anthropology.

Table of Contents


Lists of figures

List of tables

List of contributors


Dogan Gursoy


Chapter 1: Hospitality marketing: A historical perspective

S.Emre Dilek and Serhat Harman

Chapter 2: A critical review of five hospitality marketing concepts

Gaunette Sinclair-Maragh

Chapter 3: A Critical Review of Market Segmentation, Target Marketing and Positioning in Hospitality Marketing

Precious Chikezie Ezeh


Chapter 4: A critical review of hospitality marketing statistical techniques and applications

Edward C. Bolden, III

Chapter 5: Hospitality marketing methodologies: Qualitative marketing methodologies

Rosemarie Neuninger

Chapter 6: Quantitative marketing methodology and methods

Lisa Slevitch

Chapter 7: Questionnaire Survey Design in Hospitality Marketing

Yinghua Huang


Chapter 8: The Foundation of 21st Century Hospitality Marketing Strategy

Bonnie J. Knutson, PhD

Chapter 9: Product/service management

Drita Kruja

Chapter 10: Distribution of Hospitality Products

Thomas A. Maier and Frank Ohara

Chapter 11: Financial Marketing Decisions in the Hospitality Industry

Albert Barreda

Chapter 12: Marketing information management

Nuray Selma Ozdipciner

Chapter 13: Selling in the Hospitality Industry

Jeffrey A. Beck

Chapter 14: Promotion in the Hospitality Industry

Ali Dalgic, Ozan Guler, Kemal Birdir

Chapter 15: Advertising in Hotel industry: The Influence of Emotional Appeals in Advertising on Consumers’ Purchase Intention in Hotel Industry

Ladan Fotouhnezhad,

Chapter 16: Public relations in hospitality marketing

W.K. Athula C. Gnanapala

Chapter 17: Online distribution channels and yield management in hotel business

Baris Civak, Erhan Kaya, Murat Emeksiz

Chapter 18: Internal Marketing

Aaron Hsiao, Emily Ma

Chapter 19: Perceptual and relational approach to hotel brand equity:
Measurement, criticism, and challenges

Maja Šeric, Irene Gil-Saura

Chapter 20: Sensory marketing in hotels: understanding of sensory triggers for hotel operations

Bona Kim, Saerom Wang, Cindy Yoonjoung Heo

Chapter 21: The silver segment: a case study on how to adapt marketing strategies to segmentation opportunities in the hospitality industry

Adela Balderas, Olga Rivera


Chapter 22: Hospitality Consumers’ Decision Making

Haywantee Ramkissoon

Chapter 23: Hospitality Consumers’ Information Search Behavior: Reinforcement and Displacement of Traditional Media

Haywantee Ramkissoon

Chapter 24: Customer motivation, attitude and beliefs

Girish Prayag

Chapter 25: Relationship marketing management and loyalty in hospitality firms

Roya Rahimi, Fevzi Okumus, Mehmet Ali Köseoglu

Chapter 26: Customer Delight: A New Marketing Strategy to Build up Trust

Soma Sinha Roy

Chapter 27: Generation Y perspective of hotel disintermediation and User-Generated Content: the case of Taiwan

Giacomo Del Chiappa, Anestis Fotiadis


Chapter 28: Impact of culture on hospitality service/product delivery and production

Shangzhi (Charles) Qiu, Dan Jin, Saerom Wang

Chapter 29: Impacts of culture on hospitality customers decision making process

Eun-Kyong (Cindy) Choi, Inna Soifer, Hyun-Woo Joung


Chapter 30: Hospitality sustainability practices, consumer behavior and marketing

C. Michael Hall
Chapter 31: Promoting sustainability initiatives in the hospitality industry

Bidisha Burman, Pia A. Albinsson

Chapter 32: Impact of sustainability practices on hospitality consumers’ behaviors and attitudes: A Case of LUX* Resorts & Hotels

Vishnee Sowamber, Haywantee Ramkissoon, Felix Mavondo

Chapter 33: Sustainable practices in spanish and hungarian hotels: A triple bottom line approach

Irene Gil-Saura, María-Eugenia Ruiz-Molina


Chapter 34: A critical review of innovation in hospitality marketing

Eojina Kim, Liang (Rebecca) Tang, Robert Bosselman

Chapter 35: Innovation in product/service development and delivery

Adina Leti¿ia NEGRU¿A, Valentin TOADER, Veronica Rozalia RUS

Chapter 36: Innovation in Hospitality Service Experience Creation and Delivery

James Brian Aday, Steve Lui, Andrew R. Walls

Chapter 37: The Integrated Marketing Communications in Hospitality and Tourism Industry

Chuhan Wang and Ercan Sirakaya-Turk


Chapter 38: A critical review of the impact of technology and the internet on hospitality marketing

Blake H. Bai, Chloe S. Kim, Peter B. Kim and Simon Milne

Chapter 39: Changes in Distribution of Hospitality Products and E-commerce

Marios Sotiriadis

Chapter 40: Impact of peer-to-peer review sites on hospitality consumer behaviors and product service/delivery

Myunghee Mindy Jeon

Chapter 41: Social media and hospitality marketing

María Pilar Martínez-Ruiz, Isabel Llodrá-Riera, Ana Isabel Jiménez-Zarco

Chapter 42: Mobile apps and hospitality marketing

Lu Zhang

Chapter 43: Personalized Hotel Recommendation based on Social Networks

Shaowu Liu and Gang Li

Chapter 44: The impact of smartphones on hospitality consumer behavior

Colin Mang, Natalya Brown, and Linda Piper

Chapter 45: The effect of user-generated content on consumer responses in hotels and restaurants: a social communication framework

Lawrence Hoc Nang Fong


Chapter 46: An overview of trends and challenges in the hospitality industry.

Chris Ryan

Chapter 47: Changes in Hospitality Consumers’ Needs and Wants

James Arthur Williams, Stefanie Benjamin

Chapter 48: Future of hospitality marketing: trends and challenges

Sergio Moreno Gil, J.R. Brent Ritchie

Chapter 49: The Evolving Future of Sales

Richard G. McNeill


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Dogan Gursoy is the Taco Bell Distinguished Professor in the School of Hospitality Business Management at Washington State University, USA and the Editor-in-Chief of the Journal of Hospitality Marketing & Management. His research has been published broadly in refereed Tier I journals such as Annals of Tourism Research, Journal of Travel Research, Tourism Management, International Journal of Hospitality Management and Journal of Hospitality & Tourism Research. He has also developed and designed the "Hotel Business Management Training Simulation" (, a virtual management training game where participants are divided into teams and assigned the task of running 500-room hotels in a competitive virtual marketplace.


This is an 'encyclopedia' in hospitality sales and marketing: comprehensive and systematic, at the same time cutting edge and in-depth. Every hospitality student and young scholar should own a copy of this book. Prof. Chaozhi ZHANG, Sun Yat-sen University, China

An enjoyable and inspiring collection of well written pieces containing a wide coverage of theoretical, methodological and practical examples in the area of hospitality marketing. The handbook is a thorough and critical review of the many aspects and the many issues at stake in the field. The different contributions illustrate well how theories and concepts can be applied in the hospitality industry, and provide good recommendations for the industry for a successful design and implementation of marketing strategies and actions. Its comprehensive and multidisciplinary approach make it an essential reference for scholars and practitioners looking for a deeper understanding of the contemporary key applications and the future trends that shape the industry. Rodolfo Baggio, Professor, Master in Economics and Tourism, Bocconi University, Italy

This comprehensive book contains chapters from leading researchers that make a unique contribution to the field. Contributors draw on a wide range of disciplinary perspectives and paradigms to explain hospitality concepts. This handbook serves as an invaluable resource for understanding the theoretical and practical aspects of hospitality marketing and is useful to undergraduate and postgraduate students conducting research in the field as well as practitioners. Robin Nunkoo, Associate Professor, University of Mauritius.