Research in Hospitality Management

Editorial

Rodney Westerlaken — 2024-06-26

No abstract.

Personalised pricing under the current European legal framework: A call for ethics, sustainability and responsibility in the age of artificial intelligence

Jean-Pierre van der Rest — 2024-06-26

As pricing in hospitality and tourism evolves due to the opportunities presented by artificial intelligence (AI), so do the concerns that come with technological advancements. There is a fine line between what is possible, what is profitable, and what is ethical, sustainable and responsible in the use of AI for pricing. This viewpoint article draws attention to the dark side of pricing, and presents a framework towards sustainable pricing, against the backdrop of the current European Union legal framework. The framework includes ethical guidelines, self-regulation, self-protection and technological regulation, which should be considered as a whole.

Interview: Synergies of scenario planning, innovation, and hospitality education: A dialogue with Ian Yeoman, professor at the Hotel Management School Leeuwarden at NHL Stenden

Rodney Westerlaken — 2024-06-26

This edited transcript documents a dialogue between Rodney Westerlaken, Editor-in-Chief of Research in Hospitality Management, and Ian Yeoman, Professor of Disruption, Innovation and New Phenomena at NHL Stenden University of Applied Sciences. The conversation explores Professor Yeoman’s extensive background, his pioneering work in scenario planning and research into the future of hospitality, tourism and leisure, and his current role in shaping the future of hospitality education and research. The discussion explores the disruptive forces transforming the hospitality and tourism industries, such as the impact of artificial intelligence, demographic shifts and climate change. Furthermore, it highlights the critical role of design-based education in fostering innovative problem-solving and preparing the next generation of hospitality leaders. The dialogue offers valuable insights into the synergies between academic inquiry, industry collaboration and the imperative to address emerging global challenges.

Interview: Synergies of research, design-based education and industry collaboration: A dialogue with Marco Ten Hoor, academy Director of the Hotel Management School Leeuwarden

Rodney Westerlaken — 2024-06-26

This edited transcript documents a dialogue between Rodney Westerlaken, Editor-in-Chief of Research in Hospitality Management, serving as host, and Marco Ten Hoor, Academy Director of the Hotel Management School Leeuwarden. The conversation explores multifaceted dimensions of the hospitality sector, encompassing the changing landscape of education, the influence of research, and the urgent research imperatives arising from contemporary global circumstances, such as the COVID-19 pandemic. The conversation offers valuable insights into the future trajectory of hospitality education and research, emphasising the pivotal role of synergistic partnerships between academia and industry. Furthermore, it underscores the significance of harnessing emerging technologies as catalysts for innovation in the industry.

Advancing methodological diversity in critical tourism, leisure and hospitality research: A thorough analysis in the African context

Wagnew Eshetie Tsegaw — 2024-06-26

While the African context provides a unique environment for critical tourism, leisure and hospitality research, it is still understudied by academia, mostly due to the small academic community and the high difficulty in obtaining data. This article explores and showcases the methodological diversity in critical tourism, leisure and hospitality studies in “understudied” contexts such as Africa. The results reveal the issue of lack of methodological diversity and innovations to promote critical and interpretive approaches to tourism and hospitality research. This would inspire local researchers to conduct more critical studies on local issues in tourism and hospitality and their complexities in relation to global ramifications.

Experiences of a fine dining event held inside a working prison

Alison McIntosh — 2024-06-26

Fine dining experiences offered inside working prisons are one type of hospitality initiative attempting to support prisoner rehabilitation and offer a memorable dining experience for the paying public. Previous hospitality research has not explored how fine dining delivered in a working prison, offered through this type of social initiative, is experienced by those involved: the inmates volunteering in the event, the celebrity chefs who mentor them, paying diners and other event stakeholders. This case study research examined the “Gate to Plate” fine dining event held inside Rimutaka men’s prison in New Zealand. We analysed publicly available material online about this hospitality initiative to discern the key experiences of those involved. Thematic analysis of the data revealed four main themes relating to the experiences of those involved in the fine dining event: a quality food and meal experience; pride and passion arising from being involved; skills for change; and shifted perceptions. While the case study research revealed positive experiences of the prison’s fine dining event and suggested it was a potentially transformative experience for all those involved in it, we critically discuss wider implications of the event, and the positive portrayals by all those involved, for hospitality initiatives in working prisons.

Volunteering dynamics in leisure, tourism and hospitality: Developing sustainable practices for well-being and social impact

Bertine Bargeman — 2024-06-26

This article explores the multifaceted landscape of volunteering in leisure, tourism and hospitality (LTH) organisations, acknowledging its fundamental role in civil society, and serves as the inception point for an in-depth research project. Volunteerism is explored in diverse forms, ranging from serious leisure engagements to episodic commitments, focusing on its transformative nature and impact on human capital. The study emphasises the integral role of volunteering as a strategic element in addressing human capital challenges and maintaining equilibrium between paid and unpaid staff. Ethical considerations, the significance of emotional intelligence and the potential of volunteering as a stepping stone to employment are emphasised. Differences in volunteering trends across LTH sectors are examined, and the need for a healthy environment balancing paid and unpaid staff is accentuated. The article introduces an integrated approach to studying volunteerism, employing qualitative narrative inquiry to understand the nuanced interactions among volunteers, organisations and their environments. The study aims to provide practical advice for LTH organisations, fostering a stable labour market where voluntary work is recognised as vital.

Investigating stimulating factors for customer booking intentions on brand websites

Marit de Vries — 2024-06-26

Customers have ample opportunities regarding channels to use to book a hotel room: offline and online. In the online world, the options are using the hotel’s website, referred to as the brand website, or third party internet sites like online travel agencies (OTAs). The primary objective of this article is to explore the motivators and factors that influence customers in booking hotel rooms through a brand website. Additionally, the study aims to derive insights from the exemplary practices employed by online travel agencies that contribute to their significant share in capturing online bookings. This study relies on the opinions from 110 participants who frequently reserve their hotel accommodations through Booking.com, booking more than once annually for leisure or vacation purposes. Using an online booking channel requires that the booking tool is perceived as user-friendly and trustworthy and offers a comparison of prices. The benefits of a loyalty programme, integration with other travel-related services and hotels paying commissions are the least important to customers. The primary motivator to book via a brand website is the personal contact and the best price. To achieve this, the hotel needs to make sure that the website is easy to use, offers possibilities for comparison of prices and reviews, is mobile friendly and accepts other payments besides credit cards. Currently, a primary disappointment is the quality of the brand website and, therefore, being perceived by the customer as not user-friendly. Hotels should analyse their brand website’s five elements: room price, payment options, user-friendliness, trustworthiness, reputation and visuals to encourage bookings and enhance customer experience.

Customer intelligence and customer retention in hotels in south-west Nigeria

Edwin Chigozie Nwokorie — 2024-06-26

The impact of customer intelligence on customer retention in midscale and luxury hotels in south-west Nigeria was examined in this study. A model was developed for the consequent variables to test the research hypotheses relative to the impulse buying theory. A total of 1 972 research instruments were retrieved from customers of 160 conveniently sampled midscale and luxury hotels, and used for analysis. Descriptive statistics were used to analyse the demographic elements, while the Pearson Correlation was utilised to reveal the statistical relationship between customer retention and the customer intelligence constructs. The linear regression model was employed to test the research hypotheses and determine significant relationships between the consequent variables of the study. Results showed the effectiveness of the regression model in identifying relationships between the consequent variables, in which a positive relationship was revealed between customer intelligence and customer retention in the hotel industry. The study concludes that data generated through customer intelligence can filter customer preferences, help hotels prioritise purchases, and further create a sense of need in their customers. Recommendations include that hotels should consider their products and services as tangible elements that would become routine in due time, while considering customer reviews as vital for analysing weaknesses in the service delivery processes.

Influence of optimal room occupancy strategies on revenue maximisation during slack periods in selected 3- to 5-star hotels in Ghana

John Adanse — 2024-06-26

An organisation’s inability to generate adequate income to sustain its business activities poses a significant challenge to maintaining profitability. Employing revenue-maximisation strategies is crucial to securing necessary resources and ensuring the continued success and stability of organisations. The purpose of this study was to examine the strategies adopted to achieve optimum room occupancy during slack periods to maximise revenue in 3-5 star-rated hotels in selected regions of Ghana. The study adopted a descriptive survey and incorporated mixed methods for data collection. The study was guided by neoclassical economic theory. The Yamane formula was used to determine a sample size of 60 hotels rated 3- to 5-star from the study sites. A stratified simple random sampling was employed to select 60 hotels that were used as study sites. In each hotel, eight respondents — general managers and departmental supervisors — were targeted, giving a total of 480 respondents. A purposive sampling method was used to select eight key informants from each category, drawn from the Ghana Tourism Authority and the Association of Hoteliers. Questionnaires were used to collect quantitative primary data from general managers and department heads. Key informant interview schedules were used to collect qualitative data from key informants. A multiple linear regression model was used to predict the overall relationship between independent and dependent variables. The analysed data was presented in tables and charts. The results revealed a significant correlation (R −0.823 = 82.3%) between the strategies employed to achieve optimal room occupancy. Based on the findings, it is recommended that 3- to 5-star-rated hotels in Ghana continue to focus on offering special rates and targeted marketing campaigns to attract guests, as well as collaborating with other stakeholders to expand their reach.

Level of food safety knowledge among hospitality professionals: An empirical investigation from India

Patita Paban Mohanty — 2024-06-26

Hospitality professionals with insufficient food safety knowledge (FSK) poses a major risk to food safety in their respective organisations. This study aims to investigate the level of food safety knowledge of hospitality professionals, as well as the attributes influencing food safety knowledge and their corresponding relationships. A total of 862 hospitality professionals working in hotels, restaurants, cafes, universities and colleges located in two different cities in India participated in a cross-sectional study between July 2022 and August 2022. A self-administered questionnaire consisting of 20 items related to food safety knowledge was used to collect the data. Both descriptive (frequency distribution, central tendency, norms) and inferential statistics (Pearson correlation coefficient) were conducted in this study to investigate the level of food safety knowledge and measure the association between food safety and educational qualification, age, experience and adoption of training related to food safety. The findings of this study contribute to the current literature about mitigating food-borne illnesses through creating a level of knowledge with proper education, experience and training among hospitality professionals.

The role of autonomy and competence in retaining Dutch hotel staff post-COVID-19

Sofiia Norenko — 2024-06-26

This article explores potential changes in employee motivation for retention in the Dutch hotel industry after the COVID-19 pandemic, applying the self-determination theory to examine autonomy and competence. An online survey was designed and applied to 298 Dutch hotel staff members, assessing variables such as (1) volition, (2) perceived locus of causation (PLC), (3) perceived choice, (4) perceived competence, (5) optimal challenge and (6) experience of success. Staff were categorised into two groups — managerial and non-managerial workers — taking into account their distinct job responsibilities. Statistical analysis and content analyses were applied to the research to comprehend and discuss the data. Findings indicate that although there were some differences between the two groups and their emphasis on distinct sub-factors, it is clear that staff have assigned increased significance to intrinsic elements of autonomy and competence post-pandemic. The study does not apply other dimensions of the self-determination theory, such as relatedness; however, based on the quantitative and qualitative results, recommendations are provided for supervisors, HR managers and other policymakers in the Dutch hospitality industry to enhance employee retention in the sector.

Organisational attachment in hospitality organisations: A review

Aladin M Ibrahim — 2024-06-26

The hospitality industry relies on dedicated and emotionally connected employees to deliver exceptional guest experiences and maintain competitiveness. However, high turnover rates pose challenges for organisations in retaining devoted employees. Organisational attachment, encompassing affective commitment, organisational identification and turnover intentions, plays a crucial role in reducing turnover and enhancing productivity. While existing research provides valuable insights into organisational attachment, gaps remain in understanding its practical implications and applications in diverse organisational contexts. This article reviews the literature on organisational attachment and its influencing factors, highlighting the need for future research to explore industry-specific dynamics, cultural influences and intervention strategies for enhancing organisational attachment and achieving organisational goals.