The Future of Hospitality Management
An Analysis of Trends, Social Media, Branding, and the Use of Artificial Intelligence in Hospitality and Tourism Marketing
Abstract
Purpose: To understand the evolving landscape of the tourism and hospitality industry in pre- and post-pandemic periods by analyzing trends, themes, social media strategies (both current and historical), and the impact artificial intelligence poses on these topics.
Findings: Repeated research on these topics will continue to be necessary to keep a competitive edge in the industry. Successfully executed brand strategies and meeting consumer expectations are also essential.
Practical implications: This essay's strategy examples will provide industry leaders with valuable and useful options for navigating the challenges facing the hospitality and tourism industry.
Introduction
This essay will analyze trends, social media, personal and professional branding, and the use of artificial intelligence in the hospitality and tourism industry. The literature review will discuss specific examples, and the data analysis section will provide practical data applications. The analysis will cover seven professional publications, highlighting the constantly evolving landscape in the post-pandemic world. It will conclude with the scope for the future of the hospitality and tourism industry.
Literature Review
3.1 Research Trends and Themes in Top-Tier Tourism, Leisure, and Hospitality Journals: A Bibliometric and Network Analysis Before and During the COVID-19 Era
This journal article analyzes themes in the tourism and hospitality industry in two decades and compares the compelling differences in trends in pre- and post-pandemic eras. This study conducts several bibliometric and relational bibliometric metrics for the analyzed publications. (Soliman, M. et al, 2023).
3.2 Brand strategies in social media in hospitality and tourism
This paper aims to introduce an automated literature analysis to uncover the factors driving social media integration into tourism and hospitality brand strategies. The identified topics consist of terms from a previously compiled dictionary and enable the segmentation of the articles into coherent sets of literature. Based on this analysis, it is concluded that specialized tourism and hospitality literature must keep up with research conducted across a wide range of industries to evaluate the impact of social media. The inclusion of an innovative topical concept map allowed for the identification and summarization of the topics, offering a clear overview of the findings. (Moro, S. et al, 2018).
3.3 Social Media Research in hospitality and tourism: A causal chain framework of literature review
The purpose of this study was to review social media research in top hospitality and tourism journals from 2007 to 2017. The study found that perceived enjoyment, usefulness, and ease of use have been studied extensively due to the widespread use of the technology acceptance model. The results also suggest that past performance measures of businesses can be used to forecast future performance. Additionally, more research is needed to understand how a company's culture affects social media usage by all organization members. (Leung, X. Y. et al, 2021).
3.4 A Review on Personal Branding as Innovative Strategy for Global Recognition: ‘I am Jackie Chan’
This study poses the following questions: How did Jackie Chan create his brand, and how did he promote his brand strategically and innovatively to gain global recognition? The analysis of these questions named five winning factors for his continued personal branding success: ambition conceived and announced, written autobiography in English, creation of unique values for differentiation strategy and defining own identity, negotiating between the role of a celebrity and a star, and use of social media. (Chau, William. et al., 2023). The application of the results of this study gives a relevant example of the importance of developing a personal brand identity.
3.5 Hospitality Leader Personal Brand Strategy
Author Dawn Gribble discusses many specific examples of developing a personal brand identity on her website. This article discusses how to set up your brand and content considerations, optimize your digital presence, and give and receive recommendations, among other relevant subject areas. (Gribble, 2023). This website and the other articles available provide helpful information for hospitality and tourism industry professionals and valuable up-to-date insights.
3.6 Comparative Analysis of the Personal Branding Process of the World’s Leading Hotel and Restaurant Entrepreneurs
Upon review, this article clearly states that to better understand personal branding, one must analyze the strategies of successful industry leaders. Those studying hospitality and tourism should educate themselves to build a personal brand based on the knowledge, expertise, and examples of Marriott and Hilton Hotels founders to achieve successful growth. (Nguyen, H.-T., 2024).
3.7 Artificial Intelligence’s impact on hospitality and Tourism Marketing: Exploring key themes and addressing challenges
AI systems like personalization and recommender systems, robots, conversational systems (such as chatbots and voice assistants), forecasting systems, intelligent travel assistants, language translation applications, smart tourism, and innovative destination systems are designed to integrate data, content platforms, and algorithms to innovate and have an impact. This integration generates AI innovation and effects rather than relying solely on technology and marketing platforms. (Bulchand-Gidumal, J. et al, 2023). The impact that artificial intelligence has had and will continue to have on our society is the main driving factor behind the need for ongoing study of the subjects discussed in this essay.
4. Data Analysis
4.1 Trends and Themes in Tourism, Leisure and Hospitality
The article “Research Trends and Themes in the Top-Tier Tourism, Leisure and Hospitality Journals: A Bibliometric and Network Analysis Before and During the COVID-19 Era” offers valuable insights. (Soliman, M. et al, 2023). The article's introduction says, “The appearance of this pandemic has brought several dimensions to the understanding of its opportunities and consequences while affecting the research and development focus on COVID-19 to such an extent that the research publications have soared exceptionally.” (Soliman, M. et al, 2023). The study analyzes relevant journals comparing data from 2000-2019 to data from 2020 through May 2021, specifically addressing how the COVID-19 pandemic has affected trends and consumer spending. (Soliman, M. et al, 2023).
The study chose the highest-ranked publications for the 2000 to 2021 period and utilized EViews software to calculate the ‘Mean, Median, Maximum, and Minimum’ for each journal's annual production. (Soliman, M. et al, 2023). One clear trend in the amount of data was the substantial increase in the number of journals over the given time. (Soliman, M. et al, 2023). It is evident in this post-pandemic era that we are living in changes to trends; consumers' desire and ability to travel and take part in leisure activities have changed and are continuing to change rapidly. This is why businesses must implement new brand strategies and use technology to keep up with the ever-changing climate.
4.2 Brand strategies and social media
4.2.1. Brand Strategies in Social Media in Hospitality and Tourism
Published in the International Journal of Contemporary Hospitality Management, the article ‘Brand Strategies in Social Media in Hospitality and Tourism’ analyzes 213 articles that connect social media and branding. (Moro, S. et al, 2018). The goals of this study were to analyze drivers for social media in brand strategies, to summarize the literature, and to identify trends of research and gaps with an emphasis on tourism and hospitality industry branding. (Moro, S. et al, 2018). Since the advent of social media, tourism and hospitality have been groundbreaking industries in adopting online reviews to obtain customer feedback. (Moro, S. et al, 2018). While TripAdvisor was established to answer the needs of tourists through e-word-of-mouth, general social networks such as Twitter and Facebook are becoming more relevant to every tourism industry in general. (Moro, S. et al, 2018). The article states, “It is imperative today that business managers stay up to date on technology, customers, and social media to redirect marketing and business efforts toward customers’ needs and problems.” (Moro S. et al., 2018). Consumers contact brands via social media to solve problems, make inquiries, seek information, evaluate services, and access deals and giveaways for emotional reasons such as alleviating personal problems, feeling valued by a brand, and finding satisfaction in escapism and curiosity. (Moro, S. et al, 2018). This pre-pandemic analysis of social media and branding in the hospitality and tourism industry is essential data to reflect on and use as a roadmap to navigate the changing landscape we are experiencing today.
The study showed a shift in the use of social media and the drivers of its use between 2005-2009 compared to 2013-2015. (Moro, S. et al, 2018). Brands should use social media for communication and acknowledge the impact of viral word-of-mouth on each brand. (Moro, S. et al, 2018). Firms' presence on social networks and brand communities is increasingly important. This encourages interaction between businesses and consumers, influences how consumers interact, and monitors their opinions and reactions in real time. (Moro, S. et al, 2018). Therefore, companies and organizations in the hospitality and tourism industry should develop their brand strategies on social media differently based on the specific roles that different platforms play. (Moro, S. et al, 2018). We saw the increased use of social media in branding over the ten years discussed in this journal, a stepping stone towards the shift experienced in 2020.
4.2.2. Social Media Research in Hospitality and Tourism: A Casual Chain Framework of Literature Review
The Tourism and Hospitality Management Journal Article Social Media Research in Hospitality and Tourism: A Casual Chain Framework of Literature Review provides insight into using social media in the hospitality and tourism industry. This study was published in 2021 and has more up-to-date information, including data during the COVID-19 pandemic, which will help navigate the use of social media in this industry in years to come. According to this study, other consumer-related studies investigated how consumers perceive, use, and process the information obtained from social media platforms during their trip-planning phase. (Leung, X. Y. et al, 2021).
The study also showed that although social media involves social factors, the application of social factors as antecedents in current social media research is limited. (Leung, X. Y. et al, 2021). Based on the findings, social media research has expanded from merely explaining social behavior and accepting recent technology to exploring users’ general information processing, satisfaction forming, and trust building. (Leung, X. Y. et al, 2021). For business outcomes, most research was dedicated to explaining actual performance and evaluation of performance, while very few studies investigated the business operation processes such as advertising or HR. (Leung, X. Y. et al, 2021). The main takeaway from these studies is that there continues to be a need to analyze the data in this evolving landscape.
4.3 Personal Brand Identity: Historic and Modern Strategies
4.3.1 A Review on Personal Branding as Innovative Strategy for Global Recognition: ‘I am Jackie Chan’
Jackie Chan's strategies for building his brand can benefit performing artists in the film industry and individuals and businesses looking to develop a professional brand. The study analyzes how Jackie Chan managed to do this and examines academic theories on personal branding and innovation strategies. Jackie Chan separated himself from being known only as a predecessor of Bruce Lee by creating his style and unique identity. He also took strategic steps to take advantage of the creation of era-defining online platforms. The case analysis of Jackie Chan's success shows that his personal branding process closely followed the path advocated by practitioners and academics. (Chau, William. et al., 2023). Jackie Chan’s career and brand development are practical examples of how individuals and corporations across industries can develop successful, innovative branding.
4.3.2. Comparative Analysis of the Personal Branding Process of the World’s Leading Hotel and Restaurant Entrepreneurs
Quality of service, creative awareness, and commitment to the business's defined goals and values are identified as the principal factors for building a personal brand in the hotel industry, based on the expertise of Marriott and Hilton. (Nguyen, H.-T., 2024). The founders and owners of Marriott International and Hilton, two of the world's largest hotel groups, started their careers focusing on quality, service, and customer commitment. Similarities between the brand strategies of Marriott and Hilton include their business beginnings, dedication to quality and service, business scaling strategies, the importance of team building, and their social contributions. (Nguyen, H.-T., 2024). The main differences lie in their fundamental core values and brand image. (Nguyen, H.-T., 2024).
Key components of successful personal branding highlighted in the article include focusing on quality and service, establishing a sharp vision and mission, creating a strong and unique personal brand image, engaging in social and charitable activities, and maintaining honesty and ethics. (Nguyen, H.-T., 2024). Personal branding is crucial for creating a positive first impression with customers and for the success and growth of a business. (Nguyen, H.-T., 2024). A well-crafted brand can help hotels and restaurants enhance competitiveness and customer trust. (Nguyen, H.-T., 2024). In the preliminary stages, these business owners’ reputations guarantee the company's reliability and security. Based on their brand, they can secure loans and be trusted and referred to by familiar customers. The organization's leaders continue to wield considerable influence as the business expands. (Nguyen, H.-T., 2024).
In summary, Marriott and Hilton's branding processes emphasize the importance of perseverance, dedication, and commitment to quality in achieving business success. (Nguyen, H.-T., 2024). Marriott and Hilton have continuously innovated to meet evolving market demands while upholding their corporate identity and core values, enabling them to maintain their position in a fiercely competitive environment and preserve their original vision and mission. (Nguyen, H.-T., 2024).
4.3.3. Hospitality Leader Personal Brand Strategy
Based on the writings found on the site titled "Hospitality Leader Personal Brand Strategy," authored by Dawn Gribble, the best ways to establish a personal brand are to identify your strengths, define your mission and vision, determine your tone and identity, write a personal brand statement, and fully understand the audience you are writing to. (Gribble, 2023). She discusses ideas on developing content that demonstrates leadership by establishing pillars important to your brand. She also stresses the importance of optimizing your digital platform and provides a thorough list of things to consider and how to create a consistent brand. (Gribble, 2023). Many of her suggestions parallel those discussed in both earlier articles, and she expands on these ideas with a more modern approach to online digital branding.
4.4 Artificial Intelligence
Artificial Intelligence’s Impact on Hospitality and Tourism Marketing: Exploring Key Themes and Addressing Challenges is an article published in the Current Issues in Tourism Journal. The study discusses the significant changes artificial intelligence will bring to hospitality and tourism marketing. (Bulchand-Gidumal, J. et al, 2023). Specifically, it addresses how AI will change the marketing function of hotels. In relevance to the research conducted, the study defines AI systems as those able to autonomously imitate human thinking, make decisions, and perform advanced operations and procedures over large data sets. (Bulchand-Gidumal, J. et al, 2023). Regarding AI and hospitality marketing, AI can personalize marketing messages, prices, and offerings to increase conversion rates, loyalty, and lifetime value. AI has the potential for deeper analysis in hotel marketing, leading to more exact forecasts and increased revenue and profitability. Additionally, AI-based sentiment analysis can be used to understand customer feedback and its potential for predicting future behavior, such as booking patterns, preferences, and spending habits, all in real-time. (Bulchand-Gidumal, J. et al, 2023).
The article provides recommendations on improving internal processes and procedures, the future of augmented workers, the reality of mass personalization and customization, the continued need for concentration and integration of organizations, and the transformation of distribution models. It also discusses the predicted return on investment for AI and its use as a tool for sustainability, the legal and ethical aspects of data use, predictive customer ratings, product and service design, and the overall impact of COVID-19 on AI and tourism and hospitality marketing. (Bulchand-Gidumal, J. et al, 2023). The main takeaways are that participants indicated that complex organizational changes would be required to implement AI, and an innovative marketing function should be developed and based on data platforms and AI-enabled decision-making. (Bulchand-Gidumal, J. et al, 2023). The study shows that there will not likely be a fight between technology and human contributions, but rather, these services will be co-created.
5. Analysis Summarized
In summary, the analysis of the impact of the COVID-19 pandemic on research trends and consumer spending in the tourism, leisure, and hospitality industry led us towards the need for ongoing research as it continues to be an evolving period. Suggested strategies for research and development include the need for businesses to adopt brand strategies, keep up to date with innovative technologies, and stay aware of consumer behaviors. To do this, artificial intelligence-enhanced social media data tracking, branding, marketing, and consumer behavior tracking will be necessary. Staying competitive in the industry and adapting to the new landscape in this post-pandemic world is the only path to success.
6. Conclusion
The COVID-19 pandemic has accelerated changes in consumer behavior, prompting a strategic rethink in branding and marketing within the tourism, leisure, and hospitality industry. Social media is a critical tool for brand building, while personal branding has emerged as a potent strategy for differentiation. Additionally, AI represents a frontier for innovation in marketing, promising to transform customer engagement and service delivery.
7. Works Cited
Bulchand-Gidumal, J., William Secin, E., O’Connor, P., & Buhalis, D. (2023). Artificial Intelligence’s impact on hospitality and Tourism Marketing: Exploring key themes and addressing challenges. Current Issues in Tourism, 27(14), 2345–2362. https://doi.org/10.1080/13683500.2023.2229480
Chau, William & Abdul Wahid, Nabsiah & Tan, Cheng Ling. (2023). Global Business and Management Research. Global Business and Management Research: An International Journal. 15. 133-146.
Gribble, D. (2023, September 2). Hospitality Marketing Hub: Dawn Gribble. Substack. https://hospitalitymarketing.substack.com/
Leung, X. Y., Sun, J., & Bai, B. (2021). Social Media Research in hospitality and tourism: A causal chain framework of literature review. Tourism and Hospitality Management, 27(3), 455–477. https://doi.org/10.20867/thm.27.3.1
Moro, S., & Rita, P. (2018). Brand strategies in social media in hospitality and tourism. International Journal of Contemporary Hospitality Management, 30(1), 343–364. https://doi.org/10.1108/ijchm-07-2016-0340
Nguyen, H.-T. (2024, August). Comparative Analysis of the Personal Branding Process of the World’s Leading Hotel and Restaurant Entrepreneurs. Gdańsk. Retrieved October 14, 2024,.
Soliman, M., Gulvady, S., Lyulyov, O., & Pimoneko, T. (2023). Research Trends and Themes in Top-Tier Tourism, Leisure and Hospitality Journals: A Bibliometric and Network Analysis Before and During the COVID-19 Era. Bellevue. Retrieved 2024,.