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Full-Text Articles in Hospitality Administration and Management

A Game-Theoretic Approach To Customer Rating Of Hotels On Ota Platforms, George Lymperis, Lambros B. Drossos Sep 2026

A Game-Theoretic Approach To Customer Rating Of Hotels On Ota Platforms, George Lymperis, Lambros B. Drossos

Journal of Global Business Insights

This study develops a game-theoretic model of moral hazard in hotel–guest interactions on Online Travel Agency (OTA) platforms, addressing a question the reputation literature has largely overlooked: can customer reviews discipline hotel behavior even in genuinely one-shot transactions, where a guest and hotel never interact again? Standard repeated-game accounts of reputation rely on a shadow of the future that is absent in tourist-dependent markets dominated by one-time visitors. Drawing on principal–agent theory and community-enforcement models of reputation, we model the hotel–guest interaction as a static moral hazard game in which a neutral OTA verifies and enforces review-based penalties. Hotels choose …

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The Effects Of Covid-19 On Mice Tourism, Gülay Cakmak, Gurel Cetin, Cemil Kilic, Erol Sozen Sep 2025

The Effects Of Covid-19 On Mice Tourism, Gülay Cakmak, Gurel Cetin, Cemil Kilic, Erol Sozen

Journal of Global Hospitality and Tourism

The sector of Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism play an integral role in the tourism industry not only because of its volume but also per capita spending. MICE tourism is predominantly characterized by its international reach and the significant number of participants it attracts. However, Covid-19 pandemic precipitated a marked, leading to far-reaching ramifications and transformations. This study is focused on evaluating the impact of the Covid-19 pandemic on the MICE tourism sector. It aims to explore both the anticipated and the actual shifts within the industry amidst the pandemic. Adopting a qualitative research methodology, this investigation utilized …

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Bridging The Digital Skills Gap: A Comparative Study Of Employability Readiness Among Tourism Students And Professionals In Malaysia, Asif Khurshid Mian, Fraz Arshed Butt, Omar Sajid Sep 2025

Bridging The Digital Skills Gap: A Comparative Study Of Employability Readiness Among Tourism Students And Professionals In Malaysia, Asif Khurshid Mian, Fraz Arshed Butt, Omar Sajid

Journal of Global Hospitality and Tourism

The increasing digitalisation of the tourism industry has introduced new expectations for workforce competencies, particularly in developing economies like Malaysia. The present study investigates how three core digital competencies, i.e. digital literacy, platform/tool awareness, and technology readiness, influence employability readiness among two key groups including final-year tourism students and in-service professionals. Drawing on Human Capital Theory and the Technology Readiness Index, the research applies Partial Least Squares Structural Equation Modelling (PLS-SEM) to examine 350 responses collected through purposive sampling. Results confirm that all three competencies positively influence employability readiness, with platform/tool awareness exerting the strongest effect. Multi-group analysis reveals that …

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The Double-Edged Role Of Cognitive Reappraisal: A Moderated Mediation Model Of Manager Support And Emotional Exhaustion Among Hotel Supervisors, Han Chen, Yvette Green Sep 2025

The Double-Edged Role Of Cognitive Reappraisal: A Moderated Mediation Model Of Manager Support And Emotional Exhaustion Among Hotel Supervisors, Han Chen, Yvette Green

Journal of Global Hospitality and Tourism

Applying the Conservation of Resources Theory and the Affective Event Theory, this study explores the interplay between perceived manager support (PMS), negative emotions, and emotional exhaustion among hotel supervisors. The study also examines the moderating role of cognitive reappraisal strategy on the above relationships. Data were collected from a sample of U.S. hotel supervisors. Results showed that negative emotions play a mediating role in the relationship between PMS and supervisors’ emotional exhaustion. Cognitive reappraisal amplified the negative effect of PMS on negative emotions, the positive relationship between negative emotions and emotional exhaustion, and the indirect effect of PMS on emotional …

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Reducing Mega-Event Syndrome: A Case Study Of Expo 2020, Zehra Abdulla, Christopher S. Dutt Aug 2024

Reducing Mega-Event Syndrome: A Case Study Of Expo 2020, Zehra Abdulla, Christopher S. Dutt

Journal of Global Hospitality and Tourism

The study was designed to explore how Expo 2020, as one of the first mega-events to be hosted in the Middle East, was undertaking steps to avoid many of the negatives of such events, termed mega-event syndrome (MES). A qualitative approach was adopted, where 5 elite face-to-face interviews were conducted with senior officials within Expo 2020 who could offer detailed insights into the planning of the event. Participants were purposefully selected based on their knowledge and experience within Expo 2020. Participants felt that Expo 2020 was not exposed to many of the symptoms of MES largely because of Dubai’s pre-existing …

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Managing Tourist Booking Intentions: A Study Of Hotel Marketing Strategies During The Covid-19 Crisis In Cyprus, Chrystalla Markou, Giannis Theofanous, Doros Michael Aug 2024

Managing Tourist Booking Intentions: A Study Of Hotel Marketing Strategies During The Covid-19 Crisis In Cyprus, Chrystalla Markou, Giannis Theofanous, Doros Michael

Journal of Global Hospitality and Tourism

This study investigates the impact of specific marketing strategies on tourist booking intentions during the COVID-19 crisis in Cyprus, aiming to understand the effectiveness of these strategies in maintaining booking intentions. The study also investigates the challenge of maintaining tourists’ booking intentions during the financial impact of COVID-19. A quantitative, non-experimental correlational study examined the existence, strength, and direction of the relationship between all-inclusive holiday packages, room discounts, and special hotel amenities and hotel accommodations as measured by intentions to select a hotel in the Cyprus hotel industry. For the purpose of this study, 161 tourists who stayed in Cyprus …

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Championing Retention In The Hospitality Industry – Leveraging The Strengths Of A Multigenerational Workforce, Laur-Ann Daley Aug 2024

Championing Retention In The Hospitality Industry – Leveraging The Strengths Of A Multigenerational Workforce, Laur-Ann Daley

Journal of Global Hospitality and Tourism

The hospitality and tourism industry has a long history of high turnover rates and businesses are constantly scrambling to fill vacancies. With four generations occupying the industry’s workforce, leaders are further challenged with fostering harmony in an attempt to increase their retention rates. Despite the challenges in leading a generationally diverse team, given their unique values, businesses can realize strategic advantages. This opinion paper highlights the strengths of multigenerational teams and how they can be leveraged for competitive benefits.

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Bridging The Digital Divide In Hospitality And Tourism: Digital Inclusion For Disadvantaged, Xi Y. Leung Aug 2024

Bridging The Digital Divide In Hospitality And Tourism: Digital Inclusion For Disadvantaged, Xi Y. Leung

Journal of Global Hospitality and Tourism

As technology continues to revolutionize the hospitality and tourism industry, the issues of digital equity and digital divide have gained increasing prominence (Minghetti & Buhalis, 2010; Reverte & Luque, 2021). While digital advancements offer unprecedented opportunities for businesses and consumers, they also risk exacerbating existing inequalities (Wu & Yang, 2023). This is particularly evident in the growing digital divide, referring to the capabilities gap of individuals, groups and regions to access and process digital information technology (OECD, 2001). The rapid pace of technological advancement has left certain groups struggling to keep up. These digital disadvantaged groups—comprising individuals with limited access …

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Influencers Of Resident Attitudes Towards Tourism: The Shortfall In Our Assessment Methods, Christopher S. Dutt Feb 2024

Influencers Of Resident Attitudes Towards Tourism: The Shortfall In Our Assessment Methods, Christopher S. Dutt

Journal of Global Hospitality and Tourism

The study of residents’ perceptions and attitudes towards tourism has received considerable interest over the years. While much agreement has been found, there are also several areas of disagreement and noteworthy gaps that affect our understanding of residents’ attitudes toward tourism. This discussion reviews some of the existing findings of past studies, before considering some of the significant gaps. These include the dominance of social exchange theory (SET) as the principal model, the lack of distinction between tourists and tourism, and the impact of tourist typologies on perceptions of tourism.

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Tourist Engagement Model Of Regenerative Tourism Destinations: A Case Study Of Egon Buluk Tourism Village, Sikka Regency, East Nusa Tenggara Province, Michael Rudolfus Sawu, Muhammad Ridla Feb 2024

Tourist Engagement Model Of Regenerative Tourism Destinations: A Case Study Of Egon Buluk Tourism Village, Sikka Regency, East Nusa Tenggara Province, Michael Rudolfus Sawu, Muhammad Ridla

Journal of Global Hospitality and Tourism

The research aims to analyze regenerative tourism components products, tourists’ perceptions, tourists’ experiences, and regenerative tourism development policies while involving tourists as co-creators. The research utilizes a qualitative method with a phenomenological approach. In-depth interviews were conducted with 27 stakeholders related to the tourist engagement model in the development of tourism destinations at the village scale. This research found that the development of regenerative tourism product components showcases uniqueness and beauty on a massive scale due to being situated in conservation areas. However, there is a need for improvement in other components to provide a sense of safety, comfort, and …

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Restrictions Are Lifted: The Effect Of Risk Perception Of Covid-19 On Future Travel Intentions Of Dutch Travellers, Rami K. Isaac Aug 2023

Restrictions Are Lifted: The Effect Of Risk Perception Of Covid-19 On Future Travel Intentions Of Dutch Travellers, Rami K. Isaac

Journal of Global Hospitality and Tourism

This study aims to understand better the psychological impact of COVID-19, the risk perception, travel and destination risks of Dutch travellers and their intention to travel when travel restrictions due to COVID-19 are lifted. This study takes a step toward closing the gap in the literature as it provides new insights into the risk perceptions regarding COVID-19 and the travel intentions of Dutch travellers now that travel restrictions are lifted. This study employed a quantitative approach to market research. Questionnaire research was applied. The questionnaire is created with the web-based survey tool Qualtrics. 343 respondents filled in the questionnaire. The …

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Editorial: Navigating Hospitality's Diverse Horizons, Faizan Ali Aug 2023

Editorial: Navigating Hospitality's Diverse Horizons, Faizan Ali

Journal of Global Hospitality and Tourism

In the ever-evolving landscape of global hospitality and tourism, the second issue of Volume 2 of the Journal of Global Hospitality and Tourism embarks on an intellectual journey to explore pressing matters at the intersection of travel, management, culture, and inclusivity. This issue, encompassing a rich array of research papers and viewpoints, delves into multifaceted themes that resonate with the multifarious dimensions of our industry.

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Race And Ethnicity In Hospitality Management: A Review Of Five Major Journals, Shaniel Bernard, Alana Dillette, Stefanie Benjamin Aug 2023

Race And Ethnicity In Hospitality Management: A Review Of Five Major Journals, Shaniel Bernard, Alana Dillette, Stefanie Benjamin

Journal of Global Hospitality and Tourism

Given the large representation of racial and ethnic minorities in the hospitality industry, it is important to understand how race and ethnicity are studied in major hospitality journals, especially due to their influence in informing research fundamental to scientific progress in the hospitality field. Informed by critical theory, this study systematically reviews the evolution of research on race and ethnicity in the top hospitality journals to highlight the possibility of hospitality management research taking a more critical turn to expose potent racial and ethnic counternarratives to the traditional broad scope of diversity management. Three themes emerged from the analysis covering …

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Decisive Determinants Shaping Nomadic Tourism Future Development: The Case Of Shahsavan Tribes In Iran, Vali Nemati, Sarasadat Makian, Farid Hanifezadeh, Amir Hossein Qezelbash Aug 2023

Decisive Determinants Shaping Nomadic Tourism Future Development: The Case Of Shahsavan Tribes In Iran, Vali Nemati, Sarasadat Makian, Farid Hanifezadeh, Amir Hossein Qezelbash

Journal of Global Hospitality and Tourism

Nomadic livelihood is one of the earliest human ways of life, still practiced in some parts of the world. Since adventurous tourists are looking for new experiences, nomadic tourism in the postmodern era is gaining attention, considering nomads’ unique lifestyles, customs, clothing, and other cultural features. Consequently, countries with nomads can diversify their tourism industry and the local economy in the future. However, Iran's nomadic community is experiencing unfavorable living conditions and insufficient financial resources, necessitating a shift in nomadic livelihood patterns. This study aims to identify and prioritize the factors that influence the development of nomadic tourism as a …

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Determinants Of Food Waste: Tpb And Moderating Impact Of Demographics & Guilt, M Mansha Tahir Aug 2023

Determinants Of Food Waste: Tpb And Moderating Impact Of Demographics & Guilt, M Mansha Tahir

Journal of Global Hospitality and Tourism

Increase in number of people dining out significantly contributes to food waste in restaurants. It is crucial to understand the determinants of food waste. Such determinants are influenced by demographics as well as emotional factors. The present study is meant to understand such factors through the lens of the Theory of Planned Behavior (TPB). Participants’ intentions are influenced by guilt and this study was conducted to examine the moderating role of guilt. Hypotheses were tested with analysis of data collected from 423 participants. Constructs of extended model were analyzed with AMOS (V.21) for structural equation modeling whereas moderations were tested …

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Inclusive Journeys: Unveiling The Imperative Of Accessible Tourism For People With Disabilities, Faizan Ali Aug 2023

Inclusive Journeys: Unveiling The Imperative Of Accessible Tourism For People With Disabilities, Faizan Ali

Journal of Global Hospitality and Tourism

This viewpoint delves into accessible tourism, highlighting its significance in the contemporary travel landscape. With a particular focus on disabled tourists, this piece elucidates their challenges during their journeys and advocates for a comprehensive understanding of their unique needs. The discourse emphasizes the long-overlooked nature of this segment and underscores the crucial reasons for studying and prioritizing accessible tourism. Drawing on existing literature and perspectives, the viewpoint concludes by presenting thought-provoking research questions to advance the discourse surrounding accessible tourism.

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Adapting To A Renewed Collective Culture Through A Change In Organizational Behavior, Peter Bheda Aug 2023

Adapting To A Renewed Collective Culture Through A Change In Organizational Behavior, Peter Bheda

Journal of Global Hospitality and Tourism

The dynamic interplay between organizational behavior and cultural transformation is paramount in the ever-evolving landscape of hospitality leadership. As the hospitality industry adapts to post-pandemic shifts, executives grapple with managing successful companies while ensuring effective employee engagement. While profitability surged for many, managing employees remains a complex challenge. Cultivating a thriving culture is a critical solution. Toxic cultures incur tangible and intangible costs, impacting revenues, employee retention, and productivity. The pandemic has underscored the urgency of cultural alignment, prompting leaders to rethink behavior patterns. Engaging leaders across hierarchies as "chief culture officers" promotes accountability, openness, alignment, and leverage, fostering a …

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Impact Of Management Polyphony In Family Business: A Review, Ali S. Cetinkaya, Serife Sogancioglu Aug 2023

Impact Of Management Polyphony In Family Business: A Review, Ali S. Cetinkaya, Serife Sogancioglu

University of South Florida (USF) M3 Publishing

The link between family and family-owned enterprise has persisted for generations within the framework of family, ownership, management, and business. Family-owned companies are created in order to generate revenue and preserve the family's tradition. With the proper management strategy, family businesses can survive and be passed down to future generations. In family businesses, the founders and family member managers are the only ones who carry out main management tasks including planning, organizing, coordinating, leading, supervising, and controlling. Management polyphony can happen in a family-owned firm when more than one family member is designated as the manager. Although managerial polyphony may …

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Wellness In The Hospitality Industry - Guests Vs. Employees, Natalia Levey Feb 2023

Wellness In The Hospitality Industry - Guests Vs. Employees, Natalia Levey

Journal of Global Hospitality and Tourism

The wellness tourism market is showing exponential growth and potential, the need for human resources is also growing. This causes a human resources challenge and opportunity to address and leaves the question: Can everyone ultimately benefit from a thoughtfully created environment that not only takes care of guests, but where does this leave the employees providing the services? As such, this opinion paper tackles the aforementioned question and provides some insights, leading to further research questions.

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Assessing The Application Of ��-Weights And Structure Coefficients In Published Hospitality And Tourism Research, Millicent Njeri, Jeff Allen, Garrett Jennings Feb 2023

Assessing The Application Of ��-Weights And Structure Coefficients In Published Hospitality And Tourism Research, Millicent Njeri, Jeff Allen, Garrett Jennings

Journal of Global Hospitality and Tourism

Multiple regression is one of the most powerful analysis techniques available to hospitality and tourism researchers for complex problems that may include prediction, mediation, and moderation. The interpretation of the results requires a two-step hierarchical approach. The first step is to determine whether the researcher has findings worth interpreting and reporting and the second step is to determine the effect(s) origins. This second step involves evaluating both the 𝛽-weights and structure coefficients. The purpose of this study is to examine the use of 𝛽-weights and structure coefficients while reporting univariate multiple regression results by hospitality and tourism researchers. …

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Editorial, Faizan Ali Jan 2023

Editorial, Faizan Ali

Journal of Global Hospitality and Tourism

I am pleased to present the third issue of Journal of Global Hospitality and Tourism (JGHT), Volume 2, Issue 1. This issue focuses on ensuring the journal’s scope and strengthening its position in both conceptual developments and practical applications in global hospitality and tourism through publication of five quality manuscripts and 2 academic viewpoints: five full papers that underwent rigorous double-blind reviewing, an academic viewpoint, and an industry viewpoint. The present issue of JGHT contains five full papers, written by fourteen authors located in four different countries and affiliated with eight different universities.

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A Heuristic Outlook On The Occupational Accidents Of Food & Beverage Staff In Hotels, Gulsah Akkus, Aytug Arslan, Merve Iscen, Burcu Isik Sep 2022

A Heuristic Outlook On The Occupational Accidents Of Food & Beverage Staff In Hotels, Gulsah Akkus, Aytug Arslan, Merve Iscen, Burcu Isik

Journal of Global Business Insights

The labor-intensive structure, 24/7 service availability, diversity of departments including kitchens, housekeeping, and technical services, the high labor turnover ratios, along with the long working hours and shift systems inherent in accommodation establishments all play a role in the occurrence of occupational accidents (OA). Fundamental reasons underlying OA are unsafe behavior and unsafe working conditions. This study analyzes with a qualitative method the OA that occur in the food & beverage (F&B) service department of accommodation establishments from the viewpoint of employees. The study concludes that the majority of these accidents are not high risk, and generally result from unsafe …

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Analysis Of International Hotels’ Social Media Strategies, Gökhan Şener, Cihan Cobanoglu Aug 2022

Analysis Of International Hotels’ Social Media Strategies, Gökhan Şener, Cihan Cobanoglu

Journal of Mediterranean Tourism Research

The hospitality industry and customer behaviors are unceasingly due to technology. Social media is thoroughly used by many people globally today and is a primary digital form of communication that includes these developments regarding hospitality, which is discernible in the most recent way. Eminently, it is being browsed for recreation, providing notable information and promotion for businesses. Social media generates outstanding opportunities for corporations to run critical digital marketing strategies. One of the essential considerations of enterprises is to grow their sales volumes, and advertising on digital platforms is a much more operative approach than any other platform nowadays, so …

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The Economics Of Technology In Travel, Tourism, And Hospitality, Stanislav Ivanov Aug 2022

The Economics Of Technology In Travel, Tourism, And Hospitality, Stanislav Ivanov

Journal of Global Hospitality and Tourism

The first is an academic viewpoint, written by Prof. Stanislav Ivanov from Varna University of Management. He suggests academic research accepts and pays more attention to the economics of technologies in travel, tourism, and hospitality. According to Ivanov, travel, tourism, and hospitality (TTH) are intrinsically connected to technology. At the same time, tourists book their flights and accommodation through technology, reach their destination with the help of technology, explore the destination with technology, and share their experiences online with technology. Economic principles, like any other business, run them. Economic factors also drive their decisions to invest in technology. That is …

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The Role Of Management Organizations And Local Governments In Destination Marketing: The Case Of Turkey Tourism Promotion And Development Agency (Tga), Murat Toktaş Aug 2022

The Role Of Management Organizations And Local Governments In Destination Marketing: The Case Of Turkey Tourism Promotion And Development Agency (Tga), Murat Toktaş

Journal of Global Hospitality and Tourism

The second viewpoint is industry-focused and is authored by Mr. Murat Toktaş. He is the founder/president of KATID (Black Sea Tourist Operators Association), the founder/president of SKAL Karadeniz, and the founder/vice-president of TUROYD (Tourism Hotel Managers Association) and a member of the Board of Directors of TUROFED (Turkish Hoteliers Federation). In his viewpoint, he explains how destination management organizations (DMOs) work with local governments in Turkey. He suggested a successful destination marketing strategy for the Turkish Tourism Promotion and Development Agency (TGA). Collaboration between local and DMOs is essential for destinations to be adequately promoted and become a successful brands. …

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Covid-19 And Hospitality Services: The Role Of Information Sources, Believability, Fear, And Behavioral Intentions, Shaniel Bernard, Imran Rahman, Sijun Liu, Luana Nanu Aug 2022

Covid-19 And Hospitality Services: The Role Of Information Sources, Believability, Fear, And Behavioral Intentions, Shaniel Bernard, Imran Rahman, Sijun Liu, Luana Nanu

Journal of Global Hospitality and Tourism

Based on the Social Amplification of Risk Framework (SARF) and crisis decision theory, this study examined the influence of trust in different types of information sources on the believability of COVID-19 information (BCI). Furthermore, the influence of BCI on fearfulness and the corresponding influence of fearfulness on the intention to use hospitality services and stay at home are analyzed. Structural equations modeling, using data from 1,017 American consumers, successfully confirmed the significant influences of trust in media and government on BCI and the corresponding positive effect of BCI on fearfulness. Additionally, the negative effects of fearfulness on intentions to visit …

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Creation Of A Home Bakery: A Business Plan, Erika Prusak Apr 2022

Creation Of A Home Bakery: A Business Plan, Erika Prusak

Honors Projects

Nothing exemplifies business knowledge more than creation of a business plan, and subsequently, creation of a business. Both pull together business knowledge of marketing, management, accounting, business law, supply chain, and finance. Business knowledge is then tied together with the mentality needed of an entrepreneur to tackle challenges and thrive for the moments when everything works out perfectly. Completing a business plan will organize my ideas and help me see my business clearly. It will help me identifies areas that I need to research more as well as areas I cannot figure out until I start it. My business plan …

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More Than Just A Workplace: A Case Study Of Diversity, Equity, And Inclusion In Marriott International Inc. Hotels, Julia Selin Mar 2022

More Than Just A Workplace: A Case Study Of Diversity, Equity, And Inclusion In Marriott International Inc. Hotels, Julia Selin

Experience Industry Management

Diversity, equity, and inclusion practices are essential for a hotel to function. Having diversity is an important aspect of a company because it allows for multiple perspectives that bring new ideas together, and most importantly multiculturalism. The purpose of this study was to examine the diversity, equity, and inclusion practices in the workplaces of Marriott International Inc. Hotels. Research for this study was conducted using a case study. The results indicated that Marriott values diversity, which is seen though corporate programs and global initiatives. Marriott is an international company that helps create job opportunities around the world and forms mentor …

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A User-Generated Content Analysis On The Quality Of Restaurants Using The Tourqual Model, Tiago S. Mondo, Andre R. C. Perinotto, Valerio Souza-Neto Mar 2022

A User-Generated Content Analysis On The Quality Of Restaurants Using The Tourqual Model, Tiago S. Mondo, Andre R. C. Perinotto, Valerio Souza-Neto

Journal of Global Business Insights

The restaurant market is becoming more competitive, and businesses are challenged to differentiate themselves in this sector in terms of quality of services. This research aimed to identify the specific indicators for measuring the quality of restaurant service in Brazil. Based on a quantitative paradigm, we adopted a user-generated content analysis with a sample of 1,143,631 customer reviews from 35,611 restaurants in seven Brazilian cities available on the TripAdvisor platform. We collected and registered the data in text and analyzed the results with the support of T-LAB software. Moreover, we adopted TOURQUAL Protocol (Mondo, 2014) to identify the main requirements …

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Co-Occurrence Network Analysis (Cna) As An Alternative Tool To Assess Survey-Based Research Models In Hospitality And Tourism Research, Mehmet A. Koseoglu, John A. Parnell, Hasan E. Arici Mar 2022

Co-Occurrence Network Analysis (Cna) As An Alternative Tool To Assess Survey-Based Research Models In Hospitality And Tourism Research, Mehmet A. Koseoglu, John A. Parnell, Hasan E. Arici

Journal of Global Business Insights

Hospitality and tourism (H&T) researchers employ structural equation modeling (SEM) and other multivariate techniques to test their models with survey data. These approaches assess relationships among constructs and model fit, but they do not highlight the most influential survey items or links among them. Other challenges include method-specific requirements for appropriate data, the best indices to identify optimal models, minimum sample sizes, missing data, and interpreting the results from complex models. Co-occurrence network analysis (CNA) can mitigate these limitations. This study validates CNA in the H&T field with a survey dataset that assesses market strategy, nonmarket strategy (NMS), organizational values, …

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