Journal of Modern Hospitality

The Impact of Online Reviews on Hotel Performance

Dominic Gabbard — Mon, 04 Dec 2023 00:00:00 +0300

Purpose: The main objective of this study was to explore the impact of online reviews on hotel performance.

Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library.

Findings: The findings revealed that there exists a contextual and methodological gap relating to the impact of online reviews on hotel performance. Preliminary empirical review revealed that online reviews serve as a potent mechanism through which potential guests gather information, make booking decisions, and form perceptions about hotels. These findings underscore the need for hotels to adopt a proactive approach to online reputation management, engage with guest feedback, and leverage online reviews as a strategic tool for improving their performance in an increasingly competitive hospitality industry. As travelers continue to rely on online reviews to guide their choices, the role of online feedback in shaping the success and sustainability of hotels is likely to remain a critical area of study and strategic focus in the years to come.

Unique Contribution to Theory, Practice and Policy: The Social Influence theory, the Information Asymmetry theory and the Expectancy Disconfirmation Theory may be used to anchor future studies on hotel performance. The study recommended for active reputation management, credible review sources, leverage positive reviews, sentiment analysis tools, tailored management responses, long term reputation building amongst others. These recommendations aim to help hotels harness the positive influence of online reviews on their performance while actively managing and mitigating the potential negative impacts of unfavorable feedback. By adopting a proactive and guest-centric approach to online reputation management, hotels can optimize their performance in the competitive hospitality industry.

The Role of Artificial Intelligence (AI) and Data Analytics in Enhancing Guest Personalization in Hospitality

Saara Said — Mon, 04 Dec 2023 00:00:00 +0300

Purpose: The main objective of this study was to explore the role of Artificial Intelligence (AI) and data analytics in enhancing guest personalization.

Findings: The findings revealed that there exists a contextual and methodological gap relating to the role of Artificial Intelligence (AI) and data analytics in enhancing guest personalization. Preliminary empirical review revealed the significant potential of AI and data analytics in transforming the hospitality industry by enhancing guest personalization. By offering personalized experiences that align with individual preferences, hotels can not only improve guest satisfaction but also drive revenue growth and customer loyalty. However, it is imperative for the industry to navigate the ethical considerations associated with data privacy to ensure that the benefits of personalization are realized without compromising guest trust and privacy. The findings of this study provide valuable insights for hoteliers, service providers, and policymakers looking to harness the power of AI and data analytics to create exceptional guest experiences in the evolving landscape of hospitality.

Unique Contribution to Theory, Practice and Policy: The Technology Acceptance Model (TAM), Service Quality theory and Customer Relationship Management theory (CRM) may be used to anchor future studies on Artificial Intelligence and data analytics in modern hospitality. This study recommended for investing in robust AI and data analytics infrastructure, gathering comprehensive guest data, implementing AI driven personalization algorithms, empowering staff with AI tools and continuously monitoring and adapting.

The Role of Social Media Marketing in Shaping Customer Perceptions of Modern Hospitality Brands in Ghana

Anthony Malik — Mon, 04 Dec 2023 00:00:00 +0300

Purpose: The main objective of this study was to investigate the role of social media marketing in shaping customer perceptions of modern hospitality brands.

Findings: The findings revealed that there exists a contextual and methodological gap relating to the role of social media marketing in shaping customer perceptions of modern hospitality brands. Preliminary empirical review revealed that in a rapidly evolving digital landscape, the study underscores the importance of adaptability and innovation within the realm of social media marketing for modern hospitality brands. By staying attuned to customer preferences and continuously refining their strategies, these brands can not only shape but also elevate customer perceptions, thereby gaining a competitive edge and fostering long-term success in the hospitality industry. As technology and consumer behavior continue to evolve, future research in this area will be essential to further understand the intricate dynamics of social media marketing's influence on customer perceptions and its implications for the modern hospitality sector

Unique Contribution to Theory, Practice and Policy: The Social Identity theory, Information Processing theory and Two Step Flow theory may be used to anchor future studies on social media marketing in modern hospitality. The study recommended for a cohesive social media branding strategy, engaging actively and responsively with customers, leveraging user-generated content and social proof, investing in visual and interactive content, collaborating with social media influencers, monitoring and analyzing social media and adapting to emerging trends and platforms.

The Influence of Online Travel Agencies (OTAs) on Hotel Revenue and Distribution Strategies

Kate Jolene — Mon, 04 Dec 2023 00:00:00 +0300

Purpose: The main objective of this study was to explore the influence of Online Travel Agencies (OTAs) on hotel revenue and distribution strategies.

Findings: The findings revealed that there exists a contextual and methodological gap relating to the influence of Online Travel Agencies (OTAs) on hotel revenue and distribution strategies. Preliminary empirical review revealed that as the digital landscape continues to evolve, hotels must adapt their strategies to harness the benefits of OTAs while effectively managing the challenges. The findings of this research will benefit hoteliers, industry regulators, policymakers, and researchers by providing valuable insights into navigating the evolving landscape of hotel distribution and revenue management in the digital age.

Unique Contribution to Theory, Practice and Policy: The Agency theory, Transaction Cost theory and the Resource Based View (RBV) theory may be used to anchor future studies relating to Online Travel Agencies (OTA). The study recommended diversification of distribution channels, negotiation of favorable contracts with OTAs, leveraging guest data for personalization, investing in direct booking campaigns and monitoring and adaption to market trends.