tourism and hospitality research topic

230+ Innovative Hospitality Management Research Topics In 2023

Have you ever thought about what goes on behind the scenes to make your hotel stay or restaurant food so great? Hospitality management research is like the investigative work of detectives in the world of hospitality. It aims to find ways to enhance your experiences away from home and ensure that hotels and restaurants run smoothly.

In this blog, we delve into the importance of research in the hospitality industry. It’s the key to enhancing guest experiences, optimizing business operations, and promoting sustainable practices. It keeps businesses up-to-date with changing trends and helps attract and retain the best staff, all while exploring innovative solutions for the challenges faced by the industry.

We’ll also provide you with over 230 innovative research topics in hospitality management for 2023, catering to various fields of study, whether you’re a social sciences, economics, STEM, or law and ethics student. So, if you’re curious about the world of hospitality research, read on to uncover the secrets of guest satisfaction and the ever-evolving landscape of this dynamic industry.

What Is Hospitality Management Research?

Table of Contents

Hospitality management research is like detectives studying how hotels, restaurants, and other places where people stay and eat can do things better. Imagine someone trying to find ways to make your hotel stay more comfortable or your restaurant meal tastier. That’s what researchers in hospitality management do. They ask questions, gather information, and use special tools to solve problems and make the experience of staying and eating out more enjoyable for everyone. They also look at how to make these places run smoothly and help the people who work there do their jobs better.

This kind of research is important because it helps hotels and restaurants become better at what they do. It can lead to new ideas and improvements that make guests happy and also help the businesses make more money. So, hospitality management research is all about finding ways to make your time away from home more enjoyable, relaxing, and delicious.

Importance Of Research In Hospitality Management

Here are some importance of research in hospitality management:

1. Enhancing Guest Experiences

Research in hospitality management helps hotels and restaurants figure out what makes guests happy. It’s like finding the secret recipe for a big smile. By asking questions and studying what guests like and don’t like, they can make stays and meals more enjoyable and memorable.

2. Efficient and Well-Run Businesses

Just like a chef needs a recipe to cook a delicious meal, businesses in hospitality need the right recipe for success. Research helps them find the best ways to do things, like how to manage staff, plan menus, and set prices. This makes the hotel or restaurant run smoothly and make more money.

3. Sustainable and Eco-Friendly Practices

Researchers in hospitality also look at ways to be kind to the planet. They explore how to save energy, reduce waste, and use fewer resources. This not only helps the environment but also saves money for businesses in the long run.

4. Keeping Up with Changing Trends

Travel and dining habits change over time, just like fashion trends. Hospitality research keeps businesses up-to-date with what’s popular and what’s not. It’s like knowing which clothing style is in fashion, but for hotels and restaurants.

5. Attracting and Training the Best Staff

Good staff is like the icing on a cake – they make everything better. Research in hospitality management helps businesses find and keep talented employees. Businesses can make their employees happier and more effective by knowing what they need and want. This will lead to better service for guests.

In this section, we will discuss hospitality management research topics: 

Great Hospitality Industry Research Topics

• Consumer Preferences in Sustainable Accommodations
• Technology’s Role in Personalizing Guest Experiences
• Crisis Management in the Post-COVID-19 Hospitality Sector
• Food Safety and Public Health in Restaurants
• Diversity and Inclusion in the Hospitality Workforce
• Cultural Exchange and Tourism Impact
• Managing Employee Turnover in Hospitality
• The Effect of Online Reviews on Hotel Selection
• Social Media Marketing for Hotels
• Environmental Responsibility in Hospitality Operations

Amazing Research Titles About Hospitality Industry

• Sustainable Hospitality: Green Practices and Guest Satisfaction
• Innovations in Guest Experience Management
• Resilience in the Face of Crisis: Hospitality Industry Strategies
• Digital Disruption in Hospitality: The Tech Transformation
• From Stars to Stories: Rethinking Hotel Ratings
• Exploring Cultural Tourism in the Hospitality World
• Unveiling the Secrets of Top-Rated Hotels: A Guest-Centric Analysis
• Banquets and Conferences in the Digital Age: Innovations in Event Management
• Social Media Crisis Communication for the Hospitality Industry
• Dining Experiences Beyond the Plate: Restaurant Innovations

List of Recommended Philippines Hotel and Restaurant Management Dissertation Topics

• Boutique Hotels and Local Tourism Development
• Culinary Tourism in the Philippines: A Flavorful Journey
• Community-Based Tourism Initiatives: Socioeconomic Impacts
• Sourcing Locally: Sustainable Food Practices in Filipino Restaurants
• Promoting Filipino Hospitality and Cuisine through Social Media
• Revenue Management Strategies for Philippine Hotels
• Cultural Festivals and Hotel Occupancy Rates
• Elevating Customer Service in Filipino Restaurants
• Ecotourism Trends and Eco-Friendly Accommodations in the Philippines
• Adapting to the ‘New Normal’: Challenges and Opportunities in Philippine Hospitality

Research Topics in Hospitality Management for Social Students

• Social Responsibility in Hospitality: A Comparative Study
• Indigenous Communities and Tourism: Social Implications
• Gender Diversity in Hospitality Leadership Roles
• Mental Health Among Hospitality Workers: A Social Perspective
• Social Media’s Impact on Destination Marketing
• Inclusivity and Diverse Populations in Hospitality
• Reducing Food Waste in Restaurants: A Social Goal
• Tourism as a Catalyst for Cultural Exchange
• Social Entrepreneurship in the Hospitality Sector
• Community Engagement in Tourism Development

Research Topics for Hospitality Management for Economy Students

• Mega Events and Their Economic Impact on Hospitality and Tourism
• Price Elasticity in the Hotel Industry
• Economic Analysis of All-Inclusive Resorts
• Tourism’s Role in the Economic Development of Developing Nations
• Foreign Investment in Hospitality: Economic Insights
• The Economics of Luxury Hotel Operations
• Market Entry Strategies for International Hotel Chains
• Tourism Taxes and Their Influence on Visitor Numbers
• Airbnb and Its Economic Impact on Traditional Hotels
• Agrotourism’s Economic Viability and Potential

Outstanding Research Titles For Hospitality Management Students

•  Crafting Exceptional Guest Experiences: A Study in Hospitality Excellence
•  Hospitality Resilience in Times of Crisis: Strategies and Success Stories
•  The Digital Revolution: Innovations in Hospitality Management
•  Beyond Stars and Diamonds: A New Era of Hotel Classification
•  The Art of Hospitality: Unveiling the Secrets of Top-Rated Establishments
•  Events Redefined: Innovations in Banquets and Conferences
•  Navigating Social Media in the Hospitality Industry
•  Sustainability and Responsibility: The Future of Hospitality
•  Restaurants Reinvented: Culinary Adventures in Modern Dining
•  Emerging Ethical Dilemmas in Hospitality Management

Leading Thesis Titles For Hospitality Management

•  Hotel Revenue Management Strategies and Their Impact on Profitability 
•  The Influence of Guest Reviews on Hotel Selection 
•  Digital Transformation in Hospitality: A Case Study of Leading Chains 
•  The Role of Environmental Practices in Guest Satisfaction 
•  Global Diversity in Hospitality Leadership: Challenges and Opportunities 
•  Promoting Cultural Tourism for Sustainable Economic Growth 
•  Employee Turnover: Causes, Costs, and Solutions in the Hospitality Sector 
•  Social Media Marketing for Hotels: Best Practices and Pitfalls 
•  Legal and Ethical Aspects of Food Safety in Restaurants 
•  The Sustainability Movement in Boutique Hotels: Case Studies 

Hotel Management Research Paper Ideas

•  Optimizing Hotel Room Pricing Strategies 
•  Enhancing Hotel Operations Through Technology 
•  Sustainable Practices in Hotel Management 
•  Crisis Management and Disaster Preparedness for Hotels 
•  The Role of Leadership in Hotel Success 
•  Innovations in Hotel Guest Services 
•  Customer Relationship Management in the Hotel Industry 
•  Effective Marketing Strategies for Hotels 
•  The Impact of Employee Training on Guest Satisfaction 
•  The Influence of Hotel Design on the Guest Experience 

Argumentative Essay Topics for Research in the Hospitality Industry

•  The Pros and Cons of All-Inclusive Resorts 
•  Online Travel Agencies vs. Direct Hotel Booking: Which is Better? 
•  The Ethics of Wildlife Tourism: Balancing Conservation and Entertainment 
•  The Role of Technology in Replacing Human Workers in Hospitality 
•  Is Sustainable Tourism Truly Achievable, or Just a Buzzword? 
•  Cultural Appropriation in the Restaurant Industry: Where to Draw the Line 
•  Balancing Economic Growth and Environmental Sustainability in Tourism 
•  The Impact of Overtourism on Local Communities 
•  Are Hotel Loyalty Programs a Benefit or a Burden for Guests? 
•  Legal and Ethical Issues in Food Allergen Handling in Restaurants 

Read More 

• Social Media Research Topics
• Mental Media Research Topics

Creative Hospitality Management Research Topics

•  The Influence of Art and Design on Hotel Guest Experience 
•  Gastronomic Tourism: Exploring the World Through Food 
•  The Theater of Fine Dining: Immersive Restaurant Experiences 
•  Hospitality as a Form of Entertainment: Theatricality in Hotels and Restaurants 
•  Novel Approaches to Hotel Branding and Theme Concepts 
•  Music and Soundscapes in Enhancing Ambiance in Hospitality Establishments 
•  The Role of Storytelling in Hotel and Restaurant Marketing 
•  Innovative Hotel Room Features and Amenities 
•  Sensory Marketing in the Hospitality Industry 
•  Virtual Reality and Augmented Reality Applications in Tourism and Hospitality 

Social Media Research Topics About the Hospitality Industry

• The Impact of Influencer Marketing on Hospitality Businesses
• Crisis Management in the Age of Social Media
• User-Generated Content and Its Influence on Hotel Bookings
• The Role of Instagram in Promoting Food Tourism
• The Viral Power of TikTok for Restaurant Marketing
• Online Reputation Management for Hotels and Restaurants
• Social Media as a Tool for Personalized Guest Experiences
• The Dark Side of Social Media: Handling Negative Reviews
• Popular Topics in Philippine Hotel and Restaurant Management Theses
• The Privacy Debate: Social Media and Guest Data in Hospitality

Excellent Research Titles About Hospitality Management

• The Guest Journey: A Holistic Approach to Hospitality Management
• Resilience in the Hospitality Industry: Lessons from Adversity
• Tech Transformation: Shaping the Future of Hospitality
• Guest Satisfaction Beyond Stars: Secrets of Highly Rated Hotels
• Innovations in Event Management: Redefining Conferences and Banquets
• Navigating the Digital Age: Social Media Marketing for Hotels
• Sustainability and Responsibility: The New Imperatives in Hospitality
• Culinary Experiences: The Evolution of Dining in the Modern Era
• Ethical Dilemmas in Hospitality Management: A Comprehensive Study
• Unlocking the Potential of Boutique Hotels: Case Studies

Tourism and Hospitality Research Topics for STEM

• Data Analytics in Tourism: Optimizing Operations and Guest Experiences
• Smart Cities and Sustainable Tourism Development
• Biotechnology and Food Safety in Hospitality
• The Role of Artificial Intelligence in Personalized Tourism Recommendations
• Environmental Engineering in Sustainable Hotel Design
• Renewable Energy Solutions for Eco-Friendly Accommodations
• Geographical Information Systems (GIS) in Destination Planning
• Sustainable Transportation and Tourism
• The Impact of 5G Technology on Tourism Services
• Waste Management and Recycling in the Hospitality Industry

Sustainability Research Topics for Tourism and Hospitality

• Zero-Waste Initiatives in Hotels: Challenges and Success Stories
• Sustainable Agriculture and Farm-to-Table Dining in Restaurants
• Carbon Footprint Reduction in Air Travel and Its Implications
• The Role of Green Certifications in Eco-Tourism
• Plastic Reduction Strategies in the Hospitality Sector
• Community-Based Tourism and Local Ecosystem Preservation
• Sustainable Water Management in Hotels and Resorts
• Sustainable Practices in Adventure Tourism
• Responsible Tourism and Conservation of Endangered Species
• Green Building Design and Energy Efficiency in Hotels

Simple Hospitality Research Topics

• The Importance of Customer Service in Hospitality
• Hotel Pricing Strategies and Occupancy Rates
• Food Safety and Hygiene in Restaurants
• The Impact of Guest Reviews on Hotel Reputation
• Staff Training and Retention in the Hospitality Industry
• Innovations in Hotel Room Design
• Effective Marketing Strategies for Small Hotels
• Local Food Sourcing for Sustainable Dining
• The Role of Hospitality in Economic Development
• The Psychology of Guest Satisfaction

Top Hospitality Research Ideas

•  Destination Branding and Its Legal Implications 
•  The Role of Insurance in Hospitality Risk Management 
•  Privacy and Data Protection in Guest Information Handling 
•  Intellectual Property and Copyright Laws in the Culinary World 
•  Alcohol Licensing and Regulation in the Hospitality Sector 
•  The Legal Aspects of Hotel Contracts and Booking Agreements 
•  Discrimination and Equal Opportunity Laws in Hospitality Employment 
•  Environmental Compliance in Hotel Building and Operations 
•  Liability in Tourism Activities: Legal Protection for Tour Operators 
•  Health and Safety Regulations in the Restaurant Industry 

Hospitality Management Research Topics

•  The Significance of Employee Training in Hospitality Service Excellence 
•  Innovations in Hotel Room Amenities and Design 
•  Food Safety and Hygiene Practices in High-End Restaurants 
•  The Role of Technology in Guest Service Enhancement 
•  Sustainability Initiatives in Hotel Operations 
•  Crisis Management Strategies in the Hotel Industry 
•  Tourism and Cultural Exchange: Promoting Diversity and Inclusion 
•  Legal and Ethical Issues in Alcohol Service at Restaurants 
•  The Psychology of Customer Loyalty in Hospitality 
•  The Impact of Hotel Design on Guest Satisfaction 

Research Topics on Hospitality and Tourism

•  The Interplay of Tourism and Local Culture Preservation 
•  Sustainable Tourism in Protected Natural Areas 
•  Hospitality Innovation for Accessible Tourism 
•  The Influence of Cultural Events on Hotel Bookings 
•  Online Travel Agencies and Their Impact on Small Hotels 
•  Destination Marketing through Virtual Reality and Augmented Reality 
•  Hotel Booking Behavior: A Comparative Study of Different Generations 
•  Disaster Preparedness and Crisis Management in Tourism 
•  The Effects of Weather and Climate on Tourism Destinations 
•  Dark Tourism: A Study of Morbid Attractions in Travel 

Excellent Hospitality Research Topics

•  The Power of Personalization in the Hospitality Industry 
•  Exploring Resilience in Crisis-Hit Tourism Destinations 
•  Hospitality Technology Adoption and Its Influence on Guest Satisfaction 
•  Beyond Stars and Diamonds: A New Era of Hotel Classification 
•  Crafting Unique Guest Experiences: A Study of High-Rated Hotels 
•  Innovations in Event Management: Rethinking Conferences and Banquets 
•  Social Media Marketing Strategies in the Hospitality Sector 
•  Sustainability and Responsibility: Imperatives for Future Hospitality 
•  The Evolution of Culinary Experiences in the Modern Dining Landscape 
•  Ethical Challenges in Hospitality Management: A Comprehensive Analysis 

Outstanding Hospitality Research Topics

•  The Guest Journey: A Holistic Approach to Hospitality Management 
•  Strategies for Resilience in the Hospitality Industry 
•  Digital Transformation in Hospitality: Innovations and Challenges 
•  Guest Satisfaction Beyond Stars: Unveiling Top Hotels’ Secrets 
•  Innovative Approaches to Event Management: Redefining Conferences and Banquets 
•  Social Media Marketing in Hospitality: Best Practices and Pitfalls 
•  Sustainability and Responsibility in the Modern Hospitality Landscape 
•  Reimagining Restaurants: Creative Concepts and Trends 
•  Ethical Dilemmas and Moral Compass in Hospitality Management 
•  Boutique Hotels: A New Wave of Luxury Accommodations 

Innovative Hospitality Dissertation Topics

•  The Impact of Blockchain Technology in Hotel Operations 
•  Augmented Reality and Its Application in Hotel Marketing 
•  Biosecurity Measures in Hospitality Post-Pandemic 
•  Sensory Marketing and Its Role in Guest Satisfaction 
•  Sustainable Practices in Hotel Interior Design 
•  Robotics and Automation in the Hospitality Industry 
•  Micro-Moments in Guest Decision-Making: A Mobile-First Approach 
•  Virtual Reality-Based Tourism Experiences 
•  Waste Reduction Strategies in Hotel Operations 
•  The Role of Emotional Intelligence in Hotel Leadership 

Unique Hospitality Research Paper Topics

•  The Impact of Feng Shui in Hotel Design and Guest Satisfaction 
•  The Use of Scent Marketing in Enhancing the Guest Experience 
•  The Role of Astronomy Tourism in Dark Sky Destinations 
•  Hospitality for Space Travel: Preparing for a New Frontier 
•  The Influence of Animal-Assisted Therapy in Hotel Stays 
•  The Revival of Historic Hotels: Challenges and Success Stories 
•  Gaming and Virtual Reality Integration in Hotel Entertainment 
•  Culinary Tourism and Edible Landscapes in Restaurants 
•  The Art of Mixology: Craft Cocktails in Modern Bars 
•  Hospitality as a Platform: Cross-Industry Collaborations in Guest Services

Hospitality Management Research Topics in the Philippines

•  The Impact of Ecotourism on Philippine Local Economies 
•  Local Food Sourcing and Sustainability in Filipino Restaurants 
•  Community-Based Tourism Initiatives in the Philippines 
•  Promoting Filipino Hospitality and Cuisine through Social Media 
•  Adapting to the ‘New Normal’: Challenges and Opportunities in Philippine Hospitality 
•  Cultural Festivals and Their Role in Philippine Tourism 
•  Boutique Hotels and Their Contribution to Philippine Tourism 
•  Sustainable Practices in the Philippine Hotel Industry 
•  Tourism and Indigenous Communities: Social and Economic Impacts 
•  COVID-19 and Its Effects on Philippine Hospitality: Lessons Learned 
• Tourism in the Philippines: Addressing Overcrowding and Overtourism

Challenges Face By Students During Hospitality Management Research 

Here are some challenges that are faced by students during hospitality Management research:

• Complexity of the Industry: The multifaceted nature of the hospitality industry demands an in-depth understanding of various sectors, making it challenging to focus on a specific research area.
• Data Collection: Gathering reliable and relevant data can be a hurdle, as it often requires cooperation from industry partners or access to real-time customer data.
• Changing Trends: Hospitality is constantly evolving with emerging trends and technologies. Students must keep up with these changes to ensure their research remains current.
• Cultural Diversity: The global nature of the industry means that students may encounter challenges when conducting research in culturally diverse settings, from language barriers to understanding local customs.
• Ethical Considerations: Studying the hospitality industry may involve complex ethical dilemmas, such as privacy concerns or the impact of research on businesses and employees.
• Resource Constraints: Access to resources for research, such as funding, relevant literature, and technology, can be limited, especially for students with tight budgets.
• Time Management: Balancing coursework, internships, and research can be demanding. Students often struggle with time management to meet deadlines and make progress in their research endeavors.

Hospitality Management Research is like the secret ingredient that makes hotels and restaurants better. It’s all about creating enjoyable experiences for guests, ensuring businesses run smoothly, and even being kind to our planet. As we’ve explored a wide range of research topics, it’s clear that this field is ever-evolving and holds countless opportunities for students and professionals alike.

By understanding the importance of research in enhancing guest satisfaction, improving business operations, and promoting sustainability, we can appreciate the immense impact it has on the hospitality industry. So, whether you’re a student or a business owner, keep exploring, innovating, and embracing the world of hospitality management research to ensure a brighter and more delightful future for all.

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• Open access
• Published: 25 November 2023

Systematic review and research agenda for the tourism and hospitality sector: co-creation of customer value in the digital age

• T. D. Dang   ORCID: orcid.org/0000-0003-0930-381X 1 , 2 &
• M. T. Nguyen 1  

Future Business Journal volume  9 , Article number:  94 ( 2023 ) Cite this article

5332 Accesses

5 Citations

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A Correction to this article was published on 07 February 2024

This article has been updated

The tourism and hospitality industries are experiencing transformative shifts driven by the proliferation of digital technologies facilitating real-time customer communication and data collection. This evolution towards customer value co-creation demands a paradigm shift in management attitudes and the adoption of cutting-edge technologies like artificial intelligence (AI) and the Metaverse. A systematic literature review using the PRISMA method investigated the impact of customer value co-creation through the digital age on the tourism and hospitality sector. The primary objective of this review was to examine 27 relevant studies published between 2012 and 2022. Findings reveal that digital technologies, especially AI, Metaverse, and related innovations, significantly enhance value co-creation by allowing for more personalized, immersive, and efficient tourist experiences. Academic insights show the exploration of technology’s role in enhancing travel experiences and ethical concerns, while from a managerial perspective, AI and digital tools can drive industry success through improved customer interactions. As a groundwork for progressive research, the study pinpoints three pivotal focal areas for upcoming inquiries: technological, academic, and managerial. These avenues offer exciting prospects for advancing knowledge and practices, paving the way for transformative changes in the tourism and hospitality sectors.

Introduction

The tourism and hospitality industry is constantly evolving, and the digital age has brought about numerous changes in how businesses operate and interact with their customers [ 1 ]. One such change is the concept of value co-creation, which refers to the collaborative process by which value is created and shared between a business and its customers [ 2 , 3 ]. In order to facilitate the value co-creation process in tourism and hospitality, it is necessary to have adequate technologies in place to enable the participation of all stakeholders, including businesses, consumers, and others [ 4 , 5 ]. Thus, technology serves as a crucial enabler for value co-creation. In the tourism and hospitality industry, leading-edge technology can be crucial in co-creation value processes because it can facilitate the creation and exchange of value among customers and businesses [ 6 , 7 ]. For example, the development of cloud computing and virtual reality technologies has enabled new forms of collaboration and co-creation that were not possible before [ 8 , 9 , 10 ]. Recent technologies like AI, Metaverse, and robots have revolutionized tourism and hospitality [ 11 , 12 , 13 ]. These technologies are used in various ways to enhance the customer experience and drive business success. AI can personalize the customer experience using customer data and personalized recommendations [ 14 ]. It can also optimize operations by automating tasks and improving decision-making. The metaverse, or virtual reality (VR) and augmented reality (AR) technologies, are being used to offer immersive and interactive experiences to customers [ 10 , 11 ]. For example, VR and AR can create virtual tours of hotels and destinations or offer interactive experiences such as virtual cooking classes or wine tastings [ 15 ]. Robots are being used to aid and interact with customers in various settings, including hotels, restaurants, and tourist attractions. For example, robots can provide information, answer questions, and even deliver room services [ 12 , 16 ]. The COVID-19 pandemic has underscored the crucial interplay between public health, sustainable development, and digital innovations [ 17 ]. Globally, the surge in blockchain applications, particularly in the business, marketing and finance sectors, signifies the technological advancements reshaping various industries [ 18 ]. These developments, coupled with integrating digital solutions during the pandemic, highlight the pervasive role of technology across diverse sectors [ 19 , 20 , 21 ]. These insights provide a broader context for our study of the digital transformation in the tourism and hospitality sectors. Adopting new technologies such as AI, the Metaverse, blockchain and robots is helping the tourism and hospitality industry deliver customers a more personalized, convenient, and immersive experience [ 22 ]. As these technologies continue to evolve and become more prevalent, businesses in the industry need to stay up-to-date and consider how they can leverage these technologies to drive success [ 23 , 24 ].

Despite the growing body of literature on customer value co-creation in the tourism and hospitality sector, it remains scattered and fragmented [ 2 , 25 , 26 ]. To consolidate this research and provide a comprehensive summary of the current understanding of the subject, we conducted a systematic literature review using the PRISMA 2020 (“ Preferred Reporting Items for Systematic Reviews and Meta-Analyses ”) approach [ 27 , 28 ]. This systematic review aims to explore three primary areas of inquiry related to the utilization of AI and new technologies in the tourism and hospitality industry: (i) From a technology perspective, what are the main types of AI and latest technologies that have been used to enhance co-creation values in tourism and hospitality?; (ii) From an academic viewpoint—What are the future research directions in this sector?; (iii) From a managerial standpoint—How can these technologies be leveraged to enhance customer experiences and drive business success?. In essence, this study contributes valuable insights into the dynamic realm of customer value co-creation in the digital age within the tourism and hospitality sector. By addressing the research questions and identifying gaps in the literature, our systematic literature review seeks to provide novel perspectives on leveraging technology to foster industry advancements and enhance customer experiences.

The remaining parts of this article are structured in the following sections: “ Study background ” section outlines pertinent background details for our systematic literature review. In “ Methodology ” section details our research objectives, queries, and the systematic literature review protocol we used in our study design. In “ Results ” section offers the findings based on the analyzed primary research studies. Lastly, we conclude the article, discuss the outstanding work, and examine the limitations to the validity of our study in “ Discussion and implications ” section.

Study background

Amidst the COVID-19 pandemic, the tourism sector is experiencing significant transformations. Despite the substantial impact on the tourism industry, the demand for academic publications about tourism remains unabated. In this recovery phase, AI and novel technologies hold immense potential to assist the tourism and hospitality industry by tackling diverse challenges and enhancing overall efficiency. In this section, the study provides some study background for the review processes.

The relationship between tourism and hospitality

Tourism and hospitality are closely related industries, as the hospitality industry plays a crucial role in the tourism industry [ 29 ]. Academics and practitioners often examine tourism and hospitality because they are related industries [ 2 , 30 ]. Hospitality refers to providing travelers and tourists accommodation, food, and other services [ 31 ]. These can include hotels, resorts, restaurants, and other types of establishments that cater to the needs of travelers [ 32 ]. On the other hand, the tourism industry encompasses all the activities and services related to planning, promoting, and facilitating travel [ 31 ]; transportation, tour operators, travel agencies, and other businesses that help facilitate tourist travel experiences [ 33 ]. Both industries rely on each other to thrive, as travelers need places to stay and eat while on vacation, and hospitality businesses rely on tourists for their income [ 32 , 33 , 34 ].

In recent years, the tourism industry has undergone significant changes due to the increasing use of digital technologies, enabling the development of new forms of tourism, such as “smart tourism” [ 8 , 10 ]. Smart tourism refers to using digital technologies to enhance the customer experience and improve the efficiency and effectiveness of the industry [ 1 ]. These technologies, including AI and Metaverse, can be used in various aspects of the tourism industry, such as booking and reservation processes, customer service, and the management of tourist attractions [ 4 , 11 ]. The hospitality industry, which includes hotels and restaurants, is closely linked to the tourism industry and is also adopting intelligent technologies to improve the customer experience and increase efficiency [ 1 , 22 ]. Recent studies have explored the impact of these technologies on the tourism and hospitality sectors and have identified both benefits and challenges for stakeholders [ 10 , 35 , 36 ].

Customer value co-creation in tourism and hospitality

Customer value co-creation in tourism and hospitality refers to the process by which customers and businesses collaborate to create value by exchanging services, information, and experiences [ 2 , 33 ]. This process involves the customer and the business actively creating value rather than simply providing a product or service to the customer [ 37 ]. Studies have found that customer value co-creation in tourism and hospitality can increase customer satisfaction and loyalty [ 2 ]. When customers feel that they can contribute to the value of their experience, they are more likely to feel a sense of ownership and involvement, which can lead to a more positive overall evaluation of the experience [ 5 , 38 ]. In the tourism industry, customer value co-creation can increase satisfaction with the destination, trips, accommodation, services, and overall experiences [ 4 ]. These can be achieved by allowing customers to choose their room amenities or providing opportunities to interact with staff and other guests [ 5 , 39 ]. Customer value co-creation in tourism and hospitality can be a powerful solution for businesses to increase customer satisfaction and loyalty. By actively involving customers in creating value, businesses can create a more personalized and engaging experience for their customers.

AI, Metaverse, and new technologies in tourism and hospitality

The impact of AI, the Metaverse, and new technologies on the tourism and hospitality industries is an area of active research and debate [ 2 , 4 , 29 , 40 ]. First, using AI and new technology in tourism and hospitality can improve the customer experience, increase efficiency, and reduce costs [ 13 , 41 , 42 , 43 ]. For instance, chatbots and virtual assistants facilitate tasks like room bookings or restaurant reservations for customers. Concurrently, machine learning (ML) algorithms offer optimized pricing and marketing strategies and insights into customer perceptions within the tourism and hospitality sectors [ 44 , 45 , 46 , 47 ]. However, there are also concerns about the potential negative impact of AI on employment in the industry [ 48 ]. Second, The emergence of the Metaverse, a virtual shared space where people can interact in real time, can potentially revolutionize the tourism and hospitality industries [ 10 ]. For example, VR and AR experiences could allow travelers to visit and explore destinations without leaving their homes [ 15 , 49 ], while online events and social gatherings could provide new business opportunities to connect with customers [ 11 ]. However, it is unclear how the Metaverse will evolve and its long-term impact on the tourism and hospitality industries [ 4 , 10 , 11 ]. Last, other emerging technologies, such as blockchain, AI-Robotics, and the Internet of Things (IoT), can potentially transform the tourism and hospitality industries [ 18 , 45 , 48 ]. For example, blockchain could be used to secure and track the movement of travel documents [ 18 ], while IoT-enabled devices could improve the efficiency and personalization of the customer experience [ 50 ]. As with AI and the Metaverse, it is difficult to predict the exact impact of these technologies on the industry, but they are likely to play a significant role in shaping its future [ 18 , 40 ]. In the aftermath of the pandemic, the healthcare landscape within the tourism and hospitality sector is undergoing significant transformations driven by the integration of cutting-edge AI and advanced technologies [ 38 , 51 , 52 ]. These technological advancements have paved the way for personalized and seamless experiences for travelers, with AI-powered chatbots playing a pivotal role in addressing medical inquiries and innovative telemedicine solutions ensuring the well-being of tourists [ 52 , 53 ].

This study background provides essential context for the subsequent systematic literature review, as it contextualizes the field’s key concepts, frameworks, and emerging technologies. By examining these aspects, the study aims to contribute valuable insights into the post-pandemic recovery of the tourism and hospitality industry, paving the way for future research opportunities and advancements in the field.

Methodology

This study meticulously adopted a systematic literature review process grounded in a pre-defined review protocol to provide a thorough and objective appraisal [ 54 ]. This approach was geared to eliminate potential bias and uphold the integrity of study findings. The formulation of the review protocol was a collaborative effort facilitated by two researchers. This foundational document encompasses (i) Clear delineation of the study objectives, ensuring alignment with the research aim; (ii) A thorough description of the methods used for data collection and assessment, which underscores the replicability of our process; (iii) A systematic approach for synthesizing and analyzing the selected studies, promoting consistency and transparency.

Guiding the current review process was the PRISMA methodology, a renowned and universally esteemed framework that has set a gold standard for conducting systematic reviews in various scientific disciplines [ 27 , 28 ]. The commendable efficacy of PRISMA in service research substantiates its methodological robustness and reliability [ 55 ]. It is not only the rigorous nature of PRISMA but also its widespread acceptance in service research that accentuates its fittingness for this research. Given tourism and hospitality studies’ intricate and evolving nature, PRISMA is a robust compass to guide our SLR, ensuring methodological transparency and thoroughness [ 56 , 57 ]. In essence, the PRISMA approach does not merely dictate the procedural intricacies of the review but emphasizes clarity, precision, and transparency at every phase. The PRISMA methodology presents the research journey holistically, from its inception to its conclusions, providing readers with a clear and comprehensive understanding of the approach and findings [ 58 ].

Utilizing the goal-question-metrics approach [ 59 ], our study aims to analyze current scientific literature from the perspectives of technicians, researchers, and practitioners to comprehend customer value co-creation through the digital age within the Tourism and Hospitality sector. In order to accomplish this goal, we formulated the following research questions:

What are the main types of AI and new technologies used to enhance value co-creation in the tourism and hospitality industries?

What are the future research directions in customer value co-creation through AI and new technologies in the tourism and hospitality sector?

How do managers in the tourism and hospitality sector apply AI and new technologies to enhance customer co-creation value and drive business success?

The subsequent subsections will provide further details regarding our search and analysis strategies.

Search strategy and selection criteria

We collected our data by searching for papers in the Scopus and Web of Science databases, adhering to rigorous scientific standards. We included only international peer-reviewed academic journal articles, excluding publications like books, book chapters, and conference proceedings [ 60 , 61 , 62 ]. The research process covered the period from 2009 to 2022, as this timeframe aligns with the publication of the first studies on value co-creation in the tourism industry in 2009 and the first two studies on value co-creation in general in 2004 [ 63 , 64 ]. The selection of sources was based on criteria such as timelines, availability, quality, and versatility, as discussed by Dieste et al. [ 2 ]. We employed relevant keywords, synonyms, and truncations for three main concepts: tourism and hospitality, customer value co-creation, and AI and new technologies in smart tourism and hospitality. To ensure transparency and comprehensiveness, we followed the PRISMA inclusion criteria, detailed in Table 1 , and utilized topic and Boolean/phrase search modes to retrieve papers published from 2009 to 2022. The final search string underwent validation by experts to ensure accuracy and comprehensiveness:

A PRISMA diagram was produced to understand better this study’s search strategy and record selection.

Study selection and analysis procedure

The current study utilized the PRISMA framework to document our review process. One hundred two papers were retrieved during the initial search across the databases. Table 1 outlines the criteria for selecting the studies based on scope and quality. The study adhered to the PRISMA procedure (as shown in Fig.  1 ) and applied the following filters:

We identified and removed 17 duplicate records during the ‘identification’ step.

We excluded 27 publications in the ‘Screening’ step based on the title and abstract.

We excluded 31 publications based on the entire text in the eligibility step.

PRISMA flow diagram

As a result, we were left with a final collection of 27 journal articles for downloading and analysis. Two trained research assistants conducted title and abstract screenings separately, and any disagreements about inclusion were resolved by discussing them with the research coordinator until an agreement was reached. Papers not in English, papers from meetings, books, editorials, news, reports, and patents were excluded, as well as unrelated or incomplete papers and studies that did not focus on the tourism and hospitality domain. A manual search of the reference lists of each paper was conducted to identify relevant papers that were not found in the database searches. After this process, 27 papers were left for a full-text review.

This study used the Mixed Methods Appraisal Tool (MMAT) to evaluate the quality of qualitative, quantitative, and mixed methods research studies included [ 65 , 66 ]. According to the findings, the quality of the study met the standards of a systematic review. Additional information can be obtained from Additional file 1 : Appendix 1.

In this section, we will report the results of our data analysis for each research question. We will begin by describing the characteristics of the studies included in the systematic literature review, such as (1) publication authors, titles, years and journals, topics, methods, and tools used in existing studies. Then each facet was elaborated by the following questions: (i) What are the main types of AI and new technologies used to enhance value co-creation in the tourism and hospitality industries? (ii) What are the future research directions in customer value co-creation through AI and new technologies in the tourism and hospitality sector? (iii) How do managers in the tourism and hospitality sector apply AI and new technologies to enhance customer co-creation value and drive business success?

Studies demographics

Figure  2 shows the yearly publication of articles on customer co-creation of value in tourism and hospitality through AI and new technologies. The chart’s data suggests two main findings. Firstly, the research on customer value co-creation in tourism and hospitality through AI and new technologies is still in its early stages (1 paper in 2012). However, the annual number of published articles from 2017 to the present appears to be generally increasing. This trend implies that the application of value co-creation in this field is gaining academic attention and is becoming an emerging research area. Based on this trend, we anticipate seeing more studies on this topic published in the following years.

Publication Years with research methods

Regarding research type, 14 papers (52%) conducted quantitative research, employing statistical analysis, structural equation modeling, and data mining methods. Meanwhile, 11 papers (41%) conducted qualitative research using interviews, thematic analysis, and descriptive analysis. Only two papers (7%) used mixed research (combining quantitative and qualitative methods). The survey and interview methods (both individual and group) were found to be more common than other research methods. This suggests that interviews provide greater insight into participant attitudes and motivations, enhancing accuracy in quantitative and qualitative studies. Additionally, certain studies employed content analysis, big data analysis using UGC, and data from online platforms, social media, and big data.

Regarding the publishing journals, we found that 27 papers were published in 22 journals (refer to Table 2 ), where three journals had more than one paper on co-creation value through AI and new technologies in tourism and hospitality, indicating their keen interest in this topic. Most publications were in the Journal of Business Research, with four studies on co-creation value through AI and new technologies in tourism and hospitality. Two related studies were published in the Tourism Management Perspectives and Journal of Destination Marketing & Management. This distribution indicates that most current research on co-creation value through AI and new technologies in tourism and hospitality was published in journals in the tourism and hospitality management field. However, some journals in the computer and AI field have also published papers on co-creation value through AI and new technologies in tourism and hospitality, including Computers in Industry, Computers in Human Behavior, Computational Intelligence, and Neuroscience.

Regarding data analytics tools, SmartPLS, AMOS, NVivo and PROCESS tools are the 5 most popular software graphic tools used in studies, while Python and R are the two main types of programming languages used. In total, 27 studies, 14 refer to using AI applications and data analytics in this research flow. Metaverse and relative technologies such as AR and VR were included in 8 studies. Three studies used service robots to discover the value co-creation process. There are include two studies that have used chatbots and virtual assistants.

Publication years and journals

In recent systematic literature reviews focusing on general services, tourism, and hospitality, there has been a notable emphasis on traditional factors shaping customer experience [ 26 , 67 , 68 ]. However, this study uniquely positions itself by emphasizing the digital age’s profound impact on value co-creation within this sector. The subsequent part digs more into the specifics of this study, building on these parallels. The detailed findings offer nuanced insights into how value co-creation in tourism and hospitality has evolved, providing a more extensive understanding than previous works.

Result 1—technology viewpoints: What are the main types of AI and new technologies used to enhance value co-creation in the tourism and hospitality industries?

Several types of AI and new technologies have been used to enhance co-creation values in the tourism and hospitality industry. Nowadays, AI, ML, and deep learning can all be used to enhance customer value co-creation in the tourism and hospitality industry [ 42 , 69 , 70 ]. There are some AI applications identified through the review process:

First, personalization and customized recommendations: AI and ML can be used to analyze customer data, such as their past bookings, preferences, and reviews, to personalize recommendations and experiences for them [ 7 , 69 , 71 , 72 ]. Cuomo et al. examine how data analytics techniques, including AI and ML, can improve traveler experience in transportation services. Applying AI and ML can help customers discover new experiences and activities they may not have considered otherwise [ 13 ]. Relating to data mining applications, Ngamsirijit examines how data mining can be used to create value in creative tourism. Moreover, the study also discusses the need for co-creation to create a successful customer experience in creative tourism and ways data mining can enhance the customer experience [ 73 ].

Second, user-generated content and sentiment analysis: ML and Natural Language Processing (NLP) can be used to analyze user-generated content such as reviews and social media posts to understand customer needs and preferences [ 12 , 37 ]. This can help businesses identify opportunities to create customer value [ 74 ]. NLP can analyze customer reviews and feedback to understand the overall sentiment toward a hotel or destination [ 75 ]. This can help businesses identify areas for improvement and create a better customer experience [ 70 ]. In the study using NLP to analyze data from Twitter, Liu et al. examine the impact of luxury brands’ social media marketing on customer engagement. The authors discuss how big data analytics and NLP can be used to analyze customer conversations and extract valuable insights about customer preferences and behaviors [ 74 ].

Third, recent deep learning has developed novel models that create business value by forecasting some parameters and promoting better offerings to tourists [ 71 ]. Deep learning can analyze large amounts of data and make more accurate predictions or decisions [ 39 , 41 ]. For example, a deep learning model could predict the likelihood of a customer returning to a hotel based on their past bookings and interactions with the hotel [ 72 ].

Some applications of the latest technologies that have been used to enhance co-creation values in tourism and hospitality include

Firstly, Chatbots and virtual assistants can enhance customer value co-creation in the tourism and hospitality industry in several ways: (i) Improved customer service: Chatbots and virtual assistants can be used to answer customer questions, provide information, and assist with tasks such as booking a room or making a reservation [ 45 ]. These tools can save customers and staff time and improve customer experience [ 76 ]; (ii) Increased convenience: Chatbots and virtual assistants can be accessed 24/7, meaning customers can get help or assistance anytime [ 50 ]. These tools can be handy for traveling customers with questions or who need assistance outside regular business hours [ 44 ]; (iii) Personalization: Chatbots and virtual assistants can use natural language processing (NLP) to understand and respond to customer inquiries in a more personalized way [ 45 , 70 ]. This can help improve the customer experience and create a more favorable impression of the business. Moreover, this can save costs and improve customers [ 16 ].

Secondly, metaverse technologies can enhance customer value co-creation in the tourism and hospitality industry in several ways: (i) Virtual tours and experiences: Metaverse technologies can offer virtual tours and experiences to customers, allowing them to visit and explore destinations remotely [ 77 ]. This technology can be beneficial for customers who are unable to travel due to pandemics or who want to preview a destination before deciding to visit in person [ 49 ]; (ii) Virtual events: Metaverse technologies can be used to host virtual events, such as conferences, workshops, or trade shows, which can be attended by customers from anywhere in the world [ 9 ]. This can save time and money for businesses and customers and increase the reach and impact of events; (iii) Virtual customer service: Metaverse technologies can offer virtual customer service, allowing customers to interact with businesses in a virtual setting [ 25 ]. This can be especially useful for customers who prefer to communicate online or in remote areas; (iv) Virtual training and education : Metaverse technologies can offer virtual training and education to employees and customers [ 41 ]. Metaverse can be an effective and convenient way to deliver training and can save time and money for both businesses and customers [ 7 ]; (v) Virtual reality (VR) experiences: Metaverse technologies can be used to offer VR experiences to customers, allowing them to immerse themselves in virtual environments and participate in activities that would be difficult or impossible to do in the real world [ 77 ]. This can enhance the customer experience and create new business opportunities to offer unique and memorable experiences [ 71 ].

Thirdly, IoT and robots can enhance customer value co-creation in the tourism and hospitality sector in several ways: (i) One way is by providing personalized and convenient customer experiences [ 12 ]. For example, hotels can use IoT-enabled devices to allow guests to control the temperature and lighting in their rooms, as well as access hotel amenities such as room service and concierge services [ 50 ]; (ii) In addition, robots can be used to provide assistance and enhance the customer experience in various ways [ 16 , 40 ]. For example, robots can be used to deliver items to guest rooms, assist with check-in and check-out processes, and provide information and directions to guests [ 12 ]; (iii) Both IoT and robots can be used to gather customer feedback and data in real-time, which can help to improve the quality and effectiveness of tourism and hospitality services [ 76 ]. For example, hotels can use IoT-enabled devices to gather data on guest preferences and needs, which can be used to tailor services and experiences to individual customers. This can help to improve customer satisfaction and loyalty [ 76 ]. Overall, using IoT and robots in the tourism and hospitality sector can help improve the industry’s efficiency and effectiveness and enhance the customer experience.

Result 2—academic viewpoints: What are the future research directions in customer value co-creation through AI and new technologies in the tourism and hospitality sector?

From an academic perspective, there are several potential future research directions in customer value co-creation through the digital age in the tourism and hospitality sector. Some possibilities include: (1) Understanding how different technologies and platforms facilitate co-creation: Researchers could investigate how different technologies and platforms, such as social media, mobile apps, or virtual reality, enable or inhibit co-creation in the tourism and hospitality industry; (2) Investigating the impact of co-creation on business performance: Researchers could examine the relationship between co-creation and business performance in the tourism and hospitality sector and identify the factors that drive success in co-creation initiatives; (3) Investigating the impact of AI and automation on co-creation: As AI and automation technologies become more prevalent in the industry, research could focus on the impact these technologies have on co-creation and value creation, including the potential for AI to facilitate or hinder co-creation; (4) Investigating the impact of the Metaverse on customer behaviour: Research could focus on understanding how the Metaverse affects customer behaviour and decision-making, and how companies can use this information to facilitate co-creation and value creation [ 9 ]; (5) Analysing the use of social media and other digital platforms for co-creation: Researchers could study how companies in the tourism and hospitality sector use social media and other digital platforms to facilitate co-creation with customers, and the impact that these platforms have on value creation [ 7 , 45 , 78 ]. Researchers could investigate how social interactions and communities in the Metaverse enable or inhibit co-creation in the tourism and hospitality industry and the impact on customer satisfaction and loyalty; (6) Examining the ethical implications of the Metaverse and AI: Researchers could explore the ethical considerations surrounding the use of the Metaverse and AI in the tourism and hospitality sector, such as issues related to privacy and data security, and the potential for these technologies to perpetuate or exacerbate societal inequalities [ 48 , 75 , 77 ].

Result 3—Management viewpoints: How do managers in the tourism and hospitality sector apply AI and new technologies to enhance customer co-creation value and drive business success?

There are several ways managers in the tourism and hospitality industry can apply AI and new technologies to enhance customer experiences and drive business success. We suggest four main possibilities: (1) Implementing chatbots or virtual assistants to encourage customer co-creation: Managers can use chatbots or virtual assistants to provide quick and convenient customer service, helping businesses respond to customer inquiries and resolve issues more efficiently [ 76 ]. Then, encourage customer co-creation by inviting customers to participate in the creation of new experiences and products by gathering feedback and ideas through online forums and focus groups [ 45 ]. This can help build a sense of community and engagement and can also lead to the development of new, innovative products and experiences that will attract more customers [ 50 , 79 ]; (2) Leveraging personalization technologies and using predictive analytics: Managers can use AI-powered personalization technologies to analyze customer data and preferences and offer personalized recommendations and experiences [ 42 , 72 , 80 ]. This can help businesses better understand and anticipate customer needs and create more tailored and satisfying experiences that drive co-creation value. Managers can leverage AI-powered predictive analytics technologies to analyze data and predict future customer behavior or trends [ 75 ]. This can help businesses anticipate customer needs and make informed decisions about resource allocation and planning, enhancing co-creation value. Managers can use personalization technologies and predictive analytics to analyze customer feedback and identify areas for improvement [ 37 ]. These can help businesses better understand customer needs and preferences and create more satisfying and valuable experiences that drive co-creation value [ 7 , 36 , 41 ]; (3) Using the Metaverse to facilitate co-creation: Managers can leverage the Metaverse to allow customers to design and customize their own experiences, which can help create value in collaboration with customers [ 25 , 71 , 77 ]. Managers can use VR and AR technologies to create immersive and interactive customer experiences in the Metaverse [ 81 ]. This can help businesses differentiate themselves and stand out in a competitive market. Managers can use data analysis tools to understand how customers behave in the Metaverse and use this information to create more personalized and satisfying experiences [ 9 ]. Managers can leverage the Metaverse to facilitate co-creation with customers, for example, by enabling customers to design and customize their own experiences [ 49 , 81 ]. This can help businesses create value in collaboration with customers; (4) Integrating AI-robotics into operations to support value co-creation: Analyse your business processes to identify tasks that can be automated using AI-powered robotics, such as check-in and check-out, room service, or concierge services [ 12 , 82 ]. Managers can consider using AI-powered robots for tasks such as check-in and check-out or for delivering amenities to guests. Use AI and the latest technologies to streamline the booking and check-in process, making it faster and more convenient for customers [ 16 ]. This can include using virtual assistants to handle booking inquiries or facial recognition technology to allow customers to check in at their hotel simply by showing their faces. These can help businesses reduce labor costs and improve efficiency, enhancing co-creation value [ 16 ]. We summarize three viewpoints in Fig.  3 below.

Summary of value co-creation through the Digital Age in Tourism and Hospitality

Combining these three viewpoints as a research agenda for tourism and hospitality in the AI and digital age holds immense potential. It addresses critical aspects such as customer experience enhancement, leveraging customer-generated content, and exploring cutting-edge technologies to create value co-creation opportunities. Researching these areas allows the industry to stay at the forefront of the digital revolution and deliver exceptional customer experiences that drive business success in the next few years.

Discussion and implications

This study aimed to develop a systematic literature review of customer value co-creation in the hospitality and tourism industry using the PRISMA protocol [ 27 ]. The study findings highlighted that tourism and hospitality should take advantage of AI and new technologies, as it brings significant advantages. Value co-creation in the tourism and hospitality sector refers to creating value through the collaboration and participation of multiple stakeholders, including tourists, employees, and the industry [ 2 ]. AI, Metaverse, and other new technologies can significantly enhance value co-creation in this sector by enabling more personalized, immersive, and efficient tourist experiences [ 40 , 80 , 81 ].

From a technology viewpoint, the study reveals that manifestations of customer value co-creation through the digital age are related to AI and the latest technologies such as Metaverse, robots, IoT, chatbots, intelligence systems, and others that shape co-creation [ 42 ]. AI applications and new technologies can help shape customer value co-creation in this sector. AI can follow the rules, think like an expert, learn from data, and even create virtual and augmented reality experiences [ 4 , 10 ]. Chatbots, personalization, predictive analytics, and robotics are examples of how AI and technology can create unique and fun travel experiences [ 16 , 40 , 74 , 83 ].

From an academic viewpoint, researchers look at ways technology can help people enjoy their travels and stay in hotels by boosting the value co-creation process [ 2 ]. They are looking at how different technologies, like social media, can help people create value for themselves and others [ 45 , 84 ]. They are also looking at how AI and the virtual world can change people’s decisions and how companies can use this information to help people [ 77 , 80 ]. Finally, researchers are looking into the ethical issues of using technology in tourism and hospitality [ 48 , 75 , 77 ].

From the manager’s viewpoint, managers in the tourism and hospitality industry can use AI and new technologies to create better customer experiences and drive success [ 70 , 80 ]. These can include using chatbots or virtual assistants to help customers and get their feedback [ 50 , 76 ], using personalization technologies to understand customer needs [ 69 ], using the Metaverse to have customers design their own experiences [ 10 ], and using AI-robotics to automate tasks [ 16 , 82 ].

In light of the findings from this systematic literature review, policymakers in the tourism and hospitality sectors must revisit and revitalize current strategies. Embracing digital age technologies, especially AI and metaverse tools, can significantly enhance customer value co-creation. This necessitates targeted investments in technology upgradation, capacity-building, and skilling initiatives. While the initial resource allocation may appear substantial, the long-term returns regarding elevated customer satisfaction, increased tourism inflow, and industry-wide growth are undeniable. Policymakers must ensure a collaborative approach, engaging stakeholders across the value chain for streamlined adoption and implementation of these advancements.

Overall, the use of AI, Metaverse, and other new technologies can significantly enhance co-creation value in the tourism and hospitality sector by enabling more personalized, immersive, and efficient experiences for tourists and improving the efficiency and effectiveness of the industry as a whole [ 15 ].

Theoretical implications

The systematic literature review using the PRISMA method on customer value co-creation through the digital age in the tourism and hospitality sector has several theoretical implications.

First, this research paper addresses earlier suggestions that emphasize the significance of further exploring investigations on customer value co-creation in the hospitality and tourism sector [ 2 , 85 ].

Second, the review highlights the importance of adopting a customer-centric approach in the tourism and hospitality industry, in which customers’ needs and preferences are central to the design and delivery of services [ 35 , 86 ]. This shift towards customer value co-creation is driven by the increasing use of digital technologies, such as the IoT, AI, and ML, which enable real-time communication and data gathering from customers [ 1 , 40 ].

Third, the review highlights the role of digital technologies in enabling personalized and convenient customer experiences, which can help improve satisfaction and loyalty [ 87 ]. Using AI-powered chatbots and personalized recommendations based on customer data can enhance the customer experience, while using IoT-enabled devices can allow guests to control and access hotel amenities conveniently [ 12 ].

Fourth, the review suggests that adopting digital technologies in the tourism and hospitality sector can increase the industry’s efficiency and effectiveness [ 88 ]. Businesses use ML algorithms to automate tasks and analyze customer data, which can help streamline processes and identify areas for improvement [ 39 , 80 ].

Overall, the systematic literature review using the PRISMA method sheds light on adopting a customer-centric approach and leveraging digital technologies for customer value co-creation in tourism and hospitality. Over the next five years, researchers should focus on exploring the potential of emerging technologies, developing conceptual frameworks, and conducting applied research to drive meaningful transformations in the industry. By aligning strategies with these implications, organizations can thrive in the dynamic digital landscape and deliver exceptional customer experiences, ultimately contributing to their success and competitiveness in the market [ 2 , 4 , 15 , 29 , 33 , 89 ].

Practical implications

The systematic literature review using the PRISMA method on customer value co-creation through the digital age in the tourism and hospitality sector has several management implications for organizations in this industry.

First, the review suggests that adopting a customer-centric approach, in which customers’ needs and preferences are central to the design and delivery of services, is crucial for success in the digital age [ 40 , 86 ]. Therefore, managers should focus on understanding and meeting the needs and preferences of their customers and consider how digital technologies can be leveraged to enable real-time communication and data gathering from customers [ 15 , 80 ].

Second, the review highlights the importance of using digital technologies like the IoT, AI, and ML to enable personalized and convenient customer experiences [ 40 , 50 ]. Managers should consider how these technologies can enhance the customer experience and improve satisfaction and loyalty [ 36 , 39 ].

Third, the review suggests that adopting digital technologies in the tourism and hospitality sector can lead to increased efficiency and effectiveness in the industry [ 7 , 16 ]. Therefore, managers should consider how these technologies can streamline processes and identify areas for improvement [ 42 ]. Further, regarding privacy concerns, managers must spend enough resources to secure their customers’ data to help boost the customer value co-creation process [ 48 , 77 ].

Fourth, policymakers can foster an environment conducive to value co-creation by incorporating customer-centric strategies and leveraging digital technologies. Effective policies can enhance customer experiences, promote sustainable growth, and drive economic development, ensuring a thriving and competitive industry in the digital age.

The practical implications of applying AI and new technology for managerial decision-making in the tourism and hospitality industry are vast and promising [ 90 ]. Managers can navigate the dynamic digital landscape and drive meaningful co-creation with customers by embracing a customer-centric approach, leveraging personalized technologies, addressing efficiency and data security considerations, and strategically adopting AI-powered tools. By staying abreast of technological advancements and harnessing their potential, businesses can thrive in the next five years and beyond, delivering exceptional customer experiences and enhancing value co-creation in the industry.

Limitations and future research

The research, anchored in the PRISMA methodology, significantly enhances the comprehension of customer value co-creation within the digital ambit of the tourism and hospitality sectors. However, it is essential to underscore certain inherent limitations. Firstly, there might be publication and language biases, given that the criteria could inadvertently favor studies in specific languages, potentially sidelining seminal insights from non-English or lesser-known publications [ 91 ]. Secondly, the adopted search strategy, governed by the choice of keywords, databases, and inclusion/exclusion guidelines, might have omitted pertinent literature, impacting the review’s comprehensiveness [ 57 ]. Furthermore, the heterogeneous nature of the studies can challenge the synthesized results’ generalizability. Finally, the swiftly evolving domain of this research underscores the ephemeral nature of the findings.

In light of these limitations, several recommendations can guide subsequent research endeavors. Scholars are encouraged to employ a more expansive and diverse sampling of studies to curtail potential biases. With the digital technology landscape in constant flux, it becomes imperative to delve into a broader spectrum of innovations to discern their prospective roles in customer value co-creation [ 18 ]. Additionally, varied search strategies encompassing multiple databases can lend a more holistic and inclusive character to systematic reviews [ 27 ]. Moreover, future research could investigate the interplay between political dynamics and the integration of novel technologies, enriching the understanding of value co-creation in a broader socio-political context. Lastly, integrating sensitivity analyses can ascertain the findings’ robustness, ensuring the conclusions remain consistent across diverse search paradigms, thereby refining the review’s overall rigor.

In conclusion, this review highlights the pivotal role of digital technologies in customer value co-creation within the tourism and hospitality sectors. New AI, blockchain and IoT technology applications enable real-time communication and personalized experiences, enhancing customer satisfaction and loyalty. Metaverse technologies offer exciting opportunities for immersive interactions and virtual events. However, privacy and data security challenges must be addressed. This study proposed a comprehensive research agenda addressing theoretical, practical, and technological implications. Future studies should aim to bridge research gaps, investigate the impact of co-creation on various stakeholders, and explore a more comprehensive array of digital technologies in the tourism and hospitality sectors. This study’s findings provide valuable insights for fostering innovation and sustainable growth in the industry’s digital age. Despite the valuable insights gained, we acknowledge certain limitations, including potential biases in the search strategy, which underscore the need for more inclusive and diverse samples in future research.

Availability of data and materials

The review included a total of 27 studies published between 2012 and 2022.

Change history

07 february 2024.

A Correction to this paper has been published: https://doi.org/10.1186/s43093-023-00293-2

Abbreviations

• Artificial intelligence

Augmented reality

Internet of Things

Machine learning

Preferred Reporting Items for Systematic Reviews and Meta-Analyses

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Dang, T.D., Nguyen, M.T. Systematic review and research agenda for the tourism and hospitality sector: co-creation of customer value in the digital age. Futur Bus J 9 , 94 (2023). https://doi.org/10.1186/s43093-023-00274-5

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Established in 1976, the Journal of Hospitality & Tourism Research ( JHTR ) plays a major role in incubating, influencing, and inspiring hospitality and tourism research. JHTR publishes original research that clearly advances theoretical development and offers practical value for hospitality and tourism ecosystems. JHTR strives to publish research with IMPACT – JHTR publications are expected to be I nnovative, M eaningful, P ractically relevant, A cademically rigorous, C ross-disciplinary, and T heory-focused. Read the complete description of our guiding editorial principles .

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We follow the guiding editorial principles of IMPACT – JHTR publications are expected to be Innovative, Meaningful, Practically relevant, Academically rigorous, Cross-disciplinary, and Theory-focused.

Innovative – JHTR strives to be an incubator for original and thought-provoking research. To be considered for JHTR publication, the manuscript must provide new and insightful ways of exploring and conceptualizing an issue; offer different, unique, or controversial perspectives on a research topic; and/or bring together ideas, theories, and concepts in novel and thought-provoking ways. We particularly welcome cutting-edge research that inspires, provokes, excites, and engages our audiences. Research that simply replicates previous work in a different context or geographical location is not generally considered as making a significant contribution unless it presents novel perspectives or interprets the findings in ways that expand our understanding of the phenomena. Likewise, if incremental extensions in the form of replicating previous work with the addition of some elements do not significantly alter the prediction or application of a theory, contribution to knowledge creation is likely limited. Methodological novelty or sophistication in and of itself cannot compensate for inadequate theoretical and practical merits. Interesting research may take many forms, but the surest methods for creating such research is to challenge a commonly accepted theory, proposition, practice, or assumption, or examine new phenomena with a goal to generate new knowledge.

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130+ Hospitality Research Topics: Great Ideas

A research paper is mandatory for all students to graduate from a course, including hospitality courses. Research in the hospitality industry can be easy if you have the right topic. So, one of the first things you should prioritize before starting your hospitality research is finding an excellent topic.

Great Hospitality Industry Research Topics

Argumentative essay topics for research in hospitality industry, creative hospitality management research topics, social media research topic about hospitality industry, excellent research title about hospitality management, tourism and hospitality research topics for stem, sustainability research topics for tourism and hospitality, amazing research title about hospitality industry, top hotel and restaurant management thesis topics in the philippines, research topics in hospitality management for social students, research topic for hospitality management for economy students, outstanding research title for hospitality management students, leading thesis title for hospitality management.

A good topic for research in hospitality will serve as the foundation for your paper. It will also attract readers and trigger interest in your paper. Are you looking for a research title in the hospitality industry that guarantees a top grade? Check out the following examples in this article:

Research topics on the hospitality industry should focus on the key and hot topics faced in the sector. Here is a list of research titles for hotel and restaurant management:

• The origin and meaning of the word hospitality
• How different cultures view hospitality
• An in-depth look into the impacts of the COVID pandemic on the hospitality sector
• Hospitality and tourism: what is the link?
• Hospitality and hotel management: a comprehensive analysis
• The role of hospitality in the tourism sector
• Essential elements of the hospitality sector
• A strategic analysis of the hospitality sector in your country
• Etiquette in the hospitality sector
• Hospitality industry wages: what is fair?

An argumentative essay topic should state your opinion on a subject so you can argue it in the essay. Some argumentative essay topics on the hospitality industry are:

• Travel bans triggered by the COVID pandemic negatively impacted the hospitality sector
• The impacts of global trends on the hospitality sector
• Hospitality ethics: an in-depth analysis
• The relationship between a host and guest about hospitality
• The contributions of the hospitality sector to global economic growth
• Sustainability as a global trend in the hospitality sector
• The development of sustainability in the hospitality sector
• Challenges encountered by the hospitality sector in the 21 st century
• Technology as a tool for change in the hospitality sector
• Hospitality in Christian and Islam culture

Creativity is a vital element when choosing a research topic. It will make your essay stand out and attract readers. Here are some great examples of research topics about hospitality management and their reasons:

• Qualities of an effective hotel manager
• How customer service can influence the quality of hotel management
• Full-service vs. limited-service hotels: the difference in their hotel management
• How large hotels conduct revenue management
• Hotel management in European nations
• How can hotel management impact an establishment’s success?
• Financial accounting is a critical part of hotel management
• Hotel management: a comprehensive overview
• The impact of the internet on hotel management
• The role of hotel management on guest satisfaction rates

You should always find social media research topics for your hospitality research paper. Check out the following hospitality research topics:

• The impact of social media on the hospitality sector
• How companies in the hospitality sector take advantage of the power of the internet
• The social media influencer trend and its impact on the hospitality sector
• How hospitality practitioners use the internet to enhance their services
• Hospitality training and the internet
• Technology as a tool for hospitality training
• The role of the internet in hospitality diversification
• Social media and its impact on hospitality diversification
• Strategic ways for hospitality companies to take advantage of technology and the internet
• Social media and hospitality: the correlation

An excellent research title can play a vital role in earning good grades. Find a sample of a thesis statement about social media and more titles about hospitality management below:

• What is the role of a hotel manager
• Types of hotel managers in large establishments
• Core issues in the hospitality management sector
• Salary expectations for hotel managers
• The core roles of facility managers in the hospitality sector
• Hospitality as a virtue independent of the hospitality sector
• Factors that prevent hospitality managers from providing effective services
• Hotel marketing management: a comprehensive assessment
• Hotel revenue management: a comprehensive assessment
• Hotel management in your country

Tourism and hospitality often go hand in hand. So, you can cover the two elements in your research paper if you have an ideal topic that brings these concepts together. Check out the following research topics for STEM students :

• The tourism and hospitality sector after the coronavirus pandemic
• The long-term effects of travel bans on the tourism and hospitality sector
• What is the way forward for the tourism and hospitality sector after the pandemic?
• Online tourism: an in-depth analysis
• Advances in the tourism and hospitality sector
• Social advancing and tourism management: a comprehensive overview
• Medical tourism: an analysis
• Impacts of social media on the tourism and hospitality sector
• Impacts of government regulations on the tourism and hospitality sector
• The impacts of natural hazards on the tourism and hospitality sector

Sustainability research topics are critical for all tourism and hospitality students. Find research topics and ideas for tourism students related to sustainability below:

• Sustainability in the tourism sector
• Tourism sustainability: perspectives of guests and practitioners
• Sustainable tourism as a tool for heritage and culture preservation
• A study of sustainable tourism in mountainous destinations
• The practice of sustainable tourism in island destinations
• Challenges encountered in sustainable tourism
• The impacts of sustainable tourism on the digital world
• Sustainable tourism efforts for disaster prevention
• The impacts of the pandemic on sustainable tourism
• How is sustainable tourism measured?

A creative research title will show your reader what to expect from the rest of your paper. It creates a good first impression. Find a good thesis title or professional thesis writer about the hospitality industry below:

• Tourism marketing and sustainable tourism: an in-depth study
• Hospitality and tourism in emerging economies
• The correlation between ecotourism and sustainable tourism
• The impacts of politics in the hospitality sector
• An evaluation of local tourism and hospitality sectors
• The profitability of the hospitality sector
• How governments can improve their hospitality sectors
• The effect of local communities on the hospitality and tourism sector
• Sustainability is a critical trend in the hospitality sector
• A comparative analysis of the hospitality sector in the US and Europe

Hotel and restaurant management are significant topics in the Philippines. So, writing a good essay on these topics can come in handy for your academic performance. Find a good research title about hotel and restaurant management below:

• Hotel and restaurant management ethics in the Philippines
• Hotel and restaurant management laws in the Philippines
• Why should hotels invest in restaurants?
• The concept of perverse hospitality in the Philippines
• Hotel and restaurant management salaries in the Philippines
• The role of the Philippino government in hotel and restaurant management policies
• Strict hotel and restaurant management policies in the Philippines
• Smoking bans in hotels in the Philippines
• Fair wages in the hotel and restaurant management sector in the Philippines
• The concept of hospitality in Philippino hotel and restaurant management

Students studying social sciences can write research papers on hospitality management because these subjects are related. Find a research topic about hospitality management that covers social issues below. All social issues research topics are actionable.

• Hospitality training for hotel workers
• Flight attendants and hospitality: an overview
• How to conduct hospitality training for flight attendants
• How hotel managers can maximize profits in the hospitality sectors
• Challenges experienced in hospitality management
• Barriers to success in hospitality management
• The value of the hospitality sector for the global economy
• Hospitality management and augmented reality: an in-depth overview
• Safety precautions in hospitality management since the CORONA pandemic
• How local governments depend on the hospitality sector

The hospitality management sector and the economy industry often influence each other. So, you can write a paper that explains their link. Here are some economic research paper topics in hospitality management:

• How hospitality economics impact overall country economics
• How the hospitality sector can improve their profits
• Challenges hindering the hospitality sector from growth
• Hospitality laws and profitability: the correlation
• The best ways the hospitality market can improve their finance management
• Finance management in hospitality: an overview
• Personalization as a tool for promoting growth in the hospitality sector
• Countries that benefit the most from the hospitality sector
• Inbound tourism: its impact on the global economy
• Tourism and hospitality as tools for economic growth

Hospitality management is a popular course; all students must complete a research paper to graduate. So, you ought to be creative with your paper, especially the title, so it does not look like anyone else’s. Let us look at some excellent hospitality management thesis topics:

• The best tourist attractions
• Tourism management perceptions according to various cultures
• Diverse views of hospitality management
• Can hospitality management be taught?
• An in-depth look at ways hospitality management can be trained
• Hospitality management training for restaurant workers
• Key elements in hotel management
• How hotel management can influence its customer satisfaction rates
• How many managers should a hotel have
• Management and hospitality: a comprehensive guide

The hospitality management sector is prone to many changes. So you can easily find a current topic for your research paper. As you check out the hospitality thesis topics highlighted below, take some time to read about anatomy research paper topics .

• How competitive is the hospitality management sector?
• Causes of the high turnover in the hospitality sector
• Strategies that guide management organizations in the hospitality
• Hospitality management in Australia
• How the hospitality sector does employee management
• Basic training elements for hospitality management
• What type of training do hospitality management practitioners go through?
• The value of hospitality management
• Changes in hospitality management brought about by the internet
• How online reviews influence the hospitality management sector

Choosing the right topic is the first step to writing a good research or thesis paper in hospitality management. However, many students struggle to prepare quality research papers. If you are one of such students, worry not because we have got you covered.

You can trust us with your research paper writing needs. Our writers will help you create a paper that matches your quality topic to earn you excellent grades. Contact our writers today and get your quality research paper in no time. Feel free to read more on biochemistry topics .

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105+ Hospitality Research Topics [Updated 2024]

• Post author By admin
• May 8, 2024

In a bustling world where travel and leisure are increasingly essential aspects of our lives, the hospitality industry plays a pivotal role. From cozy bed-and-breakfasts to luxurious resorts, from trendy urban eateries to quaint countryside cafes, hospitality businesses cater to our need for comfort, relaxation, and enjoyment. But have you ever wondered what goes on behind the scenes? What makes some hospitality ventures thrive while others struggle? Join us on a journey through the fascinating world of hospitality research topics, where we unravel the mysteries and unveil the secrets of this vibrant industry.

Table of Contents

What Do You Mean By Hospitality?

Hospitality means being friendly and kind to guests or people you don’t know. It’s about making them feel welcome and comfortable, so they enjoy their time with you. Examples of hospitality include:

• Hotel Accommodation: Providing comfortable rooms, amenities, and personalized services to guests staying at a hotel.
• Restaurant Service: Welcoming diners, providing attentive service, and ensuring a pleasant dining experience, including food quality and ambiance.
• Tourist Attractions: Offering informative guided tours, assistance, and facilities to visitors exploring tourist destinations.
• Event Hosting: Organizing and hosting events such as weddings, conferences, or parties, ensuring guests’ needs are met and they feel welcome.
• Homestays: Welcoming guests into one’s home and providing accommodation, meals, and hospitality similar to that of a hotel.
• Travel Services: Assisting travelers with transportation, accommodations, and activities, ensuring a smooth and enjoyable journey.

105+ Hospitality Research Topics: Category Wise

Consumer behavior in hospitality.

• The impact of online reviews on hotel bookings.
• Trends in consumer preferences for dining experiences.
• The influence of social media on travel decision-making.
• Understanding the motivations of eco-conscious travelers.
• Consumer perceptions of luxury vs. budget accommodations.
• The role of loyalty programs in shaping guest behavior.
• The influence of online food delivery platforms on restaurant choices.
• Preferences for experiential accommodations (e.g., treehouses, glamping).
• Understanding cultural differences in dining behavior among international tourists.
• The impact of COVID-19 on travel decision-making and consumer behavior.
• Accessibility considerations in hospitality for guests with disabilities.
• Emerging trends in solo travel and their implications for hospitality businesses.

Sustainable Practices in Hospitality

• Implementing green initiatives in hotel operations.
• Assessing the effectiveness of waste reduction programs in restaurants.
• Renewable energy adoption in the hospitality industry.
• Sustainable sourcing practices in food and beverage operations.
• Eco-friendly design trends in hotel construction.
• The economic benefits of sustainability initiatives for hospitality businesses.
• Reducing single-use plastics in hotel amenities and packaging.
• Carbon footprint reduction strategies for hospitality transportation services.
• Water conservation initiatives in hotel operations and landscaping.
• Assessing the social impact of sustainable tourism projects on local communities.
• Green certification programs and their influence on consumer choices.
• Innovative approaches to upcycling and repurposing waste in hospitality operations.

Technology and Innovation in Hospitality

• The impact of AI on guest service and personalization.
• Integrating IoT devices for improved hotel management.
• Blockchain applications in hotel booking and payment systems.
• Virtual reality experiences in destination marketing.
• Mobile app trends in hospitality and their impact on guest satisfaction.
• Data analytics for enhancing hotel revenue management.
• Augmented reality applications for enhancing guest experiences in museums and attractions.
• Robotics and automation in restaurant kitchens and food delivery services.
• Voice recognition technology for personalized guest interactions in hotels.
• Smart building technologies for energy efficiency and guest comfort.
• Cybersecurity challenges and solutions for hospitality businesses.
• The role of big data analytics in predicting travel trends and demand forecasting.

Marketing and Branding in Hospitality

• Brand positioning strategies for boutique hotels.
• Influencer marketing in the hospitality industry.
• Social media trends for restaurant promotion.
• Content marketing strategies for destination marketing organizations.
• Cross-cultural branding challenges in international hospitality.
• The role of storytelling in hotel branding and guest engagement.
• Crisis communication strategies for managing reputation in the face of negative events.
• Personal branding for hospitality professionals (e.g., chefs, hoteliers).
• Community-based tourism marketing strategies for rural destinations.
• Experiential marketing campaigns in the luxury hospitality sector.
• User-generated content and its impact on destination branding.
• Co-branding partnerships between hotels and lifestyle brands.

Human Resource Management in Hospitality

• Recruitment strategies for attracting top talent in the hospitality industry.
• Training programs for enhancing hotel staff guest service skills.
• Employee engagement initiatives in restaurant workplaces.
• Diversity and inclusion practices in hotel workforce management.
• Addressing burnout and turnover in the hospitality sector.
• The impact of COVID-19 on hospitality workforce dynamics.
• Employee wellness programs and their impact on productivity and retention.
• Talent management strategies for addressing skills shortages in the hospitality industry.
• Flexible staffing models for seasonal fluctuations in tourism demand.
• The gig economy and its implications for hospitality employment.
• Conflict resolution techniques for handling guest complaints and disputes.
• Employee empowerment and its role in improving guest satisfaction scores.

Tourism and Destination Management

• Destination competitiveness analysis in the global tourism market.
• Sustainable tourism development strategies for emerging destinations.
• The role of cultural heritage preservation in destination management.
• Destination marketing for niche tourism segments (e.g., adventure travel, culinary tourism ).
• Tourism carrying capacity assessment in popular destinations.
• Crisis management strategies for destinations affected by natural disasters or political unrest.
• Dark tourism and its ethical considerations in destination marketing.
• Sustainable transportation options for reducing carbon emissions in tourism destinations.
• The impact of overtourism on local infrastructure and resident quality of life.
• Health and wellness tourism trends and destination development opportunities.
• The role of festivals and events in destination branding and economic development.
• Rural tourism development strategies for revitalizing declining communities.

Hospitality Operations and Management

• Lean management principles in hotel operations.
• Food safety protocols in restaurant kitchens.
• The impact of automation on hospitality service delivery.
• Customer relationship management strategies for enhancing guest loyalty.
• Outsourcing trends in hotel operations (e.g., housekeeping, F&B).
• Implementing flexible work schedules for hospitality employees.
• Supply chain management best practices for reducing food waste in hospitality.
• The use of biometrics for enhancing security and streamlining guest check-in processes.
• Space optimization strategies for maximizing revenue in hotel meeting and event spaces.
• Implementing contactless payment systems and digital wallets in hospitality.
• Sustainable menu design and sourcing practices in restaurants.
• Employee cross-training programs are used to enhance operational flexibility and efficiency.

Cultural and Ethical Issues in Hospitality

• Cross-cultural communication challenges in hotel guest interactions.
• Ethical considerations in hotel revenue management practices.
• Sustainable tourism and indigenous community engagement.
• Addressing cultural appropriation in restaurant menus and branding.
• LGBTQ+ inclusivity in hospitality marketing and service delivery.
• Human rights issues in the hospitality supply chain.
• Ethical considerations in wildlife tourism and animal interactions.
• Indigenous foodways preservation and promotion in hospitality establishments.
• Gender equality and diversity initiatives in hospitality leadership positions.
• Fair trade and ethical sourcing practices in hotel and restaurant procurement.
• Cultural heritage preservation through culinary tourism experiences.
• Ethical dilemmas in hotel revenue management and pricing strategies.

Future Directions in Hospitality Research

• Predicting the impact of emerging technologies on the future of hospitality.
• Sustainable tourism trends for the post-pandemic era.
• The rise of experiential travel and its implications for hospitality businesses.
• Addressing overtourism through innovative destination management strategies.
• The role of regenerative tourism in combating climate change.
• Exploring alternative accommodation models (e.g., homestays, co-living spaces) in hospitality.
• The role of space tourism in the future of hospitality and destination management.
• Exploring the potential of vertical farming for sustainable food production in urban hotels.
• The impact of artificial intelligence on job displacement and workforce reskilling in hospitality.
• Predicting the evolution of hospitality design trends in response to changing consumer preferences.
• Assessing the feasibility of underwater hotels and other innovative accommodation concepts.
• The rise of immersive travel experiences and virtual reality tourism.

Why Is Hospitality Research Important?

Hospitality research is crucial for several reasons:

• Understanding Consumer Needs: Research helps businesses understand the evolving preferences, behaviors, and expectations of consumers in the hospitality industry. This understanding allows businesses to tailor their offerings and services to better meet the needs of their target audience.
• Improving Service Quality: By analyzing guest feedback, studying industry trends, and identifying areas for improvement, hospitality research enables businesses to enhance the quality of their services. This, in turn, leads to higher levels of customer satisfaction and loyalty.
• Driving Innovation: Research drives innovation in the hospitality sector by uncovering new technologies, trends, and best practices. Businesses that stay abreast of the latest research findings can innovate their offerings, improve operational efficiency, and gain a competitive edge in the market.
• Sustainability Initiatives: With growing concerns about environmental and social sustainability, hospitality research plays a crucial role in identifying sustainable practices and initiatives. Research helps businesses reduce their environmental footprint, promote social responsibility, and contribute to the long-term viability of the industry.
• Informing Decision-Making: Hospitality research provides valuable insights that inform strategic decision-making at all levels of the organization. From marketing and branding to operations and management, research findings guide businesses in making informed choices that drive growth and success.
• Addressing Challenges: The hospitality industry faces numerous challenges, ranging from changing consumer preferences to regulatory compliance issues. Research helps businesses identify and address these challenges proactively, mitigating risks and optimizing performance.
• Contributing to Economic Development: The hospitality sector plays a significant role in global economies, contributing to employment, GDP, and tourism revenues. By generating knowledge and driving innovation, hospitality research contributes to the continued growth and development of the industry, creating opportunities for economic prosperity.

In conclusion, hospitality research is like a treasure chest full of exciting things to learn about. It gives us lots of chances to explore and find out new stuff. Whether you’re interested in understanding consumer behavior, exploring sustainability practices, or analyzing the latest technological trends, there’s something for everyone in this dynamic industry.

So, next time you check into a hotel or dine out at a restaurant, take a moment to appreciate the research and innovation that make your experience possible. With hospitality research topics, you could uncover exciting new opportunities you never knew existed.

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Tourism and Hospitality Dissertation Topics

Published by Grace Graffin at January 10th, 2023 , Revised On May 17, 2024

Introduction

As a tourism student, you will be required to study the basics of tourism, hospitality, and event management. Some important issues surrounding tourism include but are not limited to medicine, finance, culture, geography, and more.

We understand that choosing the right dissertation topic can be a bit overwhelming for you. Therefore,  our writers have provided a comprehensive list of topics for the tourism dissertation. These topics are recent, relevant, and exploratory enough for you to conduct a comprehensive research study.

We can even customise topics according to your needs. So, go through our list of dissertation topics, choose the one that interests you, and let us know if you would like any help from our writers.

Check our  dissertation example to get an idea of  how to structure your dissertation .

You can review step by step guide on how to write your dissertation  here.

Latest Tourism Research Topics 

Investigating how the tourism industry has taken green and sustainable measures- a case study of uk.

Research Aim: This study will investigate the various aspects of the UK tourism industry geared towards making green and sustainable measures for environmental benefits. It will also look into the consumer’s perspective towards green tourism and its positive and negative impacts on the tourism industry and the tourists. It also helps you better understand the concept of a green environment and its influence on the tourism industry.

Environmental Management Systems and their Implementation in the UK- A Systematic Review.

Research Aim: This study will explore the quality of environmental management systems, environmental performance, improvements, and implementation in the UK. We will focus on different companies with high environmental impacts and how they have improved the environment and the use of environmental management systems (EMS). This study will also look into how it has changed or influenced the hospitality industry.

Investigating the impact of Social Media Recommendations on Hotel Booking in the UK.

Research Aim: Social media is a part of every aspect of our daily life. This research will investigate the influence of social media on tourism and specifically on choosing a hotel; it will also help you evaluate if consumers perceive social media-based recommendations differently than more traditional sources of internet-based marketing. Qualitative research will be used in this, followed by thematic analysis to find the role of social media in recommendations and influencing consumers’ searches. This will help us better understand how VR makes decisions and hotel bookings.

Assessing the Impact of Virtual Reality on Tourism.

Research Aim: Virtual reality (VR) is an emerging technology in tourism. This study will find the impact of virtual reality on the tourism industry. It will also investigate consumer behaviour towards it. We will better understand how VR has affected the tourism industry and significantly influenced the results. TAM research model will be developed to describe the nature of the 3D virtual world. It will also cover some psychological aspects to understand the consumer perspective.

Role of Social Media Marketing in deciding a Travel Destination- A Systematic Review.

Research Aim: This study investigates the role of social media marketing in deciding a travel destination. This study aims to find and understand how social media can achieve marketing objectives. Taking a quantitative approach, we will find the role of social media marketing and its effect on making travel choices through interviews and surveys. It will further explore the tourist’s perception, expectations, and experiences.

Investigating the Negative Impact of Travel Bans

Research Aim: This study explores the negative effects of travel bans on social, economic, cultural, and public health aspects. The study aims to analyse the repercussions of travel restrictions to inform policymaking. It will further investigate ways to avoid adverse consequences while promoting global mobility and cooperation. 

An Exploration of the Hospitality Industry Wages

Research Aim: To investigate the wage structures in the hospitality industry. This study explores factors influencing disparities and evaluates their implications. Insights will be provided on wage fairness, workplace satisfaction, gender discrimination, and industry competitiveness. It will also cover policies and practices to improve employee well-being and organisational performance.

Effects of Covid-19 on Tourism and Hospitality Dissertation Topics 

Topic 1: tourism after coronavirus pandemic - way forward for tourism and hospitality industry in the uk or any other country of your choice.

Research Aim: Tourism is a reason for most of the human mobility in the modern world. According to the World Tourism Organisation (2020), international tourism has indicated continuous growth for the tenth consecutive year, reporting 1.5 billion international tourist arrivals in 2019 and an estimated 1.8 billion international tourist arrivals by 2030 )people are forecasted to be. This particular research will focus on the effects of the Covid-19 outbreak on the tourism and hospitality industry in the United Kingdom or any other country of your choice.

Topic 2: Investigating the Long Term Effects of Prolonged and New Travel Restrictions on the UK Tourism Industry

Research Aim: Britain will require anyone entering the country to self-quarantine for two weeks, and other European countries are pondering similar measures, but the prospects of prolonged and even new travel restrictions are destroying what hopes the continent’s airlines and tourist industry have been harbouring of at least a partial coronavirus rebound. Can the tourism sector of the UK overcome these challenges?

Topic 3: Coronavirus: Dubai Tourism Insists Emirate's Hotel Sector is Healthy, Rejects Bloomberg Report but Is It Really the Case?

Research Aim: Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) has denied a Bloomberg report about the emirate’s hospitality businesses adversely affected by the coronavirus pandemic. This research will employ primary research methodology to gather data from the key stakeholders of the Emirates hotel industry to assess whether or not the ongoing COVID-19 crisis is causing panic and financial damage to the hotel industry.

Topic 4: Will Easing the Travel Restrictions Benefit the UK Tourism Sector in the Short Term?

Research Aim: Many European countries, including the UK, are easing lockdown measures, including tourist destinations preparing for the summer. Cafes and restaurants in London and other cities hardest hit by the virus in the UK have opened two weeks behind the rest of the country. However, with most travellers preferring to stay home in the wake of the Covid-19 pandemic, how effective are these measures going to be?

Topic 5: Coronavirus outbreak: Caribbean Tourism Struggles as Visitors Stay Home

Research Aim: In the Caribbean, the government plans to require all visitors to undergo rapid Covid-19 testing upon entry. They hope provisions such as virus tests for all industry workers and socially distanced resort dining will make people feel comfortable travelling. This research study will explore whether the measures taken by the Caribbean government will actually encourage the visitors to leave the comfort of their home and travel in the midst of the Covid-19 Crisis.

Ecotourism and Community Participation Dissertation Topics 

Topic 1: online tourism agents and websites.

Research Aim: This research aims to study online tourism websites and travelling agents

Topic 2: Advances in Tourism and Hospitality Post-pandemic

Research Aim: This research aims to assess the advances in Tourism and Hospitality post-pandemic

Topic 3: Impacts of Social Distancing on Tourism Managements

Research Aim: This research aims to study the impacts of social distancing on tourism managements

Topic 4: Advances in Hotel Management Post-pandemic

Research Aim: This research aims to assess advances in Hotel management post-pandemic

Topic 5: The Linguistic Roots of the Word “Hospitality” across Different Languages

Research Aim: This research investigates the linguistic roots of the word hospitality across different languages and the semantic shifts over time.

Topic 6: The Relationship Between the Host and the Guest

Research Aim: This research explores the relationship between the host and the guest and how both need to act under laws and regulations.

Economic Conditions and Local Tourism Dissertation Topics

Topic 1: factors impacting destination selection for medical tourism.

Research Aim: Medical tourism is a growing trend. An increasing number of people travel to another country, seeking medical treatment which is expensive or unavailable on their own. Various factors impact the destination selection process for medical treatment purposes. The destination can be local or international. With limited evidence on the factors that impact destination selection for medical tourism, there is a need for a comprehensive study exploring these factors in detail.

Topic 2: Impact of Low budget Airline Services on Boosting International Tourism in Europe: A Case Study of Ryanair.

Research Aim: With increasing costs of air travelling, the demand for low-budget airline services is on the rise. Ryanair is one of the leading low-budget airline services based in the UK. Its cheap air tickets attract many regular travellers. Given this, the main aim of this research will be to explore whether or not low-budget airlines are actually helping to increase international tourism in Europe or not. This research will be conducted based on quantitative data which will be collected from a sample of Ryanair international tourism travellers.

Topic 3: Eco-friendly Practices and Their Effect on Hotel Selection Decision: A Case Study of UK Hospitality Industry.

Research Aim: Various technologies can be implemented to achieve eco-friendliness, such as; internet of things, automation technology, bamboo industrialisation, and sustainable building construction. On the other hand, eco-friendly practices include; water and energy conservation, renewable energy use, waste recycling and management, alternative plastic products, and more. Many hotels in the UK install solar panels and automated systems, which generate renewable energy and ensure complete automation for lights and water. It is worth evaluating how eco-friendly technologies and practices affect the hotel selection decision of guests in the UK hospitality industry.

Topic 4: How Economic Conditions of a Country Impact its Local Tourism: Identifying the Economic Factors Influencing the Tourism Sector.

Research Aim: Economic factors have a great impact on tourism. When a country is economically strong, it spends a great deal on tourism development. On the other hand, tourism could be adversely affected if a country is struggling with its finances. This research aims to investigate and critically analyse the economic factors which tend to affect the tourism sector of a country. The study will also weigh the economic upsides and downsides of these factors concerning local tourism.

Topic 5: Assessing the Impact of Social Media Platforms on Tourism Destination Selection.

Research Aim: These days, social media websites play a tremendous role for tourists in destination selection. The experiences and reviews that people share on online social platforms have a huge impact on making or breaking the future of any tourist destination. This research will analyze the role of different social media platforms in choosing tourism destinations among tourists. This research will also shed light on the rationale and factors people rely on social media to select their tourism destination.

Topic 6: Assessing the Impact of Government Rules, Regulations, and Policies on Tourism Development: A Case Study of Developing Countries.

Research Aim: The tourism sector of any country is greatly looked after by governmental and regulatory bodies. This research will analyze the role played by such bodies from the perspective of policymaking and regulation implementation. The study will also explore how the impact of policymaking and government regulations in developed countries might be different from that of developing countries.

Topic 7: Analysing the Impact of Natural Hazaresearch will measure the customer satisfaction of British lesbians after they have undergone gender reassignment at the Yanhee International Hospital in Bangkok.

Research Aim: Natural hazards can have a disastrous effect on the tourism industry of any country. The UK is one of the countries where the tourism industry has experienced huge success. Thus, this research will be carried out to analyze the impact of such hazards on the UK’s tourism sector.

Topic 8: Assessing the Factors and Preferences Impacting Tourist's Decisions to Travel to a Dark Tourism Site.

Research Aim: As a result of a shift in preferences of tourists and an urge to explore and learn, dark tourism has gained immense popularity and success in recent times. This research will explore the factors and reasons why tourists choose dark places as their tourism destination.

Topic 9: The Impact of Travel Bloggers and vloggers on the Tourism Industry.

Research Aim: Travel bloggers and vloggers are an important part of the tourism industry now. These people travel the world, document their experiences through their writing or videos, and influence people. Tourists throughout the world now depend on their reviews and choose their travel destinations accordingly. This research will aim to explore how these influencers have completely changed the tourism industry.

Educational Tourism Dissertation Topics

Tourism has gained tremendous popularity among academicians and researchers in recent times. Educational tourism primarily takes into consideration technical competencies and new knowledge gained outside the classroom environment.

Educational tourism brings to light the idea of travelling to learn about the cultures of other nations. Exchange student programmes are perhaps the most commonly employed educational tourism strategy, allowing students to learn about the culture of the host nation through research work and travel. Possible areas of research in this field of tourism for your dissertation are provided below;

Topic 1: Educational Tourism Programmes and the Popularity of Host Nations

Research Aim: This research will discuss the educational exchange programmes in detail and will also assess how educational tourism can add to the appeal of the host nations for prospective tourists.

Topic 2: Factors Affecting the Decision of British Students to Join International Student Exchange Programmes.

Research Aim: Even though student exchange programmes are popular throughout the world, there are certain countries where they are practised the most. This research will study one such country, the UK, concerning the factors that encourage British students to join international exchange programmes.

Topic 3: Factors Contributing Towards the Success of Work & Study Programmes in the UK

Research Aim: This research will analyse the factors that contribute towards the success of study programmes in the UK, i.e. benefits of studying in the UK and the attractiveness of the UK as a place to live and study.

Topic 4: To Analyse the Satisfaction of International Students Enrolled in Student Exchange Programmes in the UK

Research Aim: This research will cover an important topic, i.e., measure the satisfaction of international students enrolled in exchange programs in the UK – the same topic can be used for any other country such as the USA or Canada.

Topic 5: To Investigate Potential Marketing and Communication Tools to Promote “any country” as the Best Place to Pursue Higher Education.

Research Aim: This research will investigate and conclude the most successful marketing and communication tools that are used to promote exchange programmes in a particular country. The topic can be customised according to the country of your choice.

Topic 6: What are the factors Influencing British Students’ Decision to Join Academic Year Exchange Programme in Japan?

Research Aim: Japan is one of the most popular destinations when it comes to student exchange programmes. This research will assess the factors that influence a British student’s decision to go to Japan to pursue education.

Topic 7: To Examine the Popularity of Student Exchange Programmes Offered by Chinese-speaking Countries.

Research Aim: This research will explore the reasons for the popularity of student exchange programmes in countries where Chinese is the official language such as Hong Kong, Taiwan, China, etc.

Topic 8: To Investigate the Attitude and Perception of British Students toward Summer Camps.

Research Aim: Summer camps are extremely popular in the west. This research will explore the perceptions of British students towards summer camps and what motivates them to attend them.

Topic 9: Factors Affecting the Decision of University Students to Pursue a Placement Programme in the US?

Research Aim: This research will aim to understand the rationale of university students’ decisions to pursue placement programmes in the US,

Topic 10: To Examine the Satisfaction of University Students Returning from Cultural Exchange Programmes in the US.

Research Aim: This research will aim to understand the satisfaction of university students who are on their way back from exchange programmes in the US.

Medical Tourism Dissertation Topics

Medical tourism is a new area of study in the tourism industry. The gap in the prices of medical facilities available in developing and developed countries is significant, propelling many patients to travel to far destinations to benefit from economic, medical services.

Similarly, many financially well-off patients decide to have medical treatment in foreign countries with advanced and established medical systems that provide state-of-the-art medical facilities unavailable in their home countries.

Although there may be insufficient secondary data to analyse this tourism sub-topic, researching this area will prove to be interesting. You can choose your medical tourism dissertation topics from this list.

Topic 1: Investigating the Reasons Why British Citizens Travel to Different Countries for their Dental Procedures

Research Aim: This research will identify and discuss in detail the reasons why British citizens travel to different countries for dental treatment.

Topic 2: The efficacy of marketing and communication tools employed by Thai plastic surgery and extreme makeover service providers – An investigation into the attitude and perception of British travellers.

Research Aim: A large number of British citizens travel to Thailand for cosmetic and plastic surgeries. This research will aim to understand the attitudes and perceptions of British travellers who opt for these surgeries in a foreign country. The research will also assess the marketing and communication tools employed by Thai medical service providers.

Topic 3: To Identify and Discuss Critical Marketing Strategies to Promote a Weight Loss Centre in the UK.

Research Aim: This research will talk about the marketing strategies that are undertaken in the UK to promote weight loss centres.

Topic 4: Measuring Customer satisfaction of British Lesbians After Having Sex Reassignment at Yanhee International Hospital, Bangkok

Research Aim: This research will measure the customer satisfaction of British lesbians after they have undergone gender reassignment at the Yanhee International Hospital in Bangkok.

Topic 5: To Examine the Factors Influencing the Decisions of British Women to Buy Body Contour Tour Packages in East Asia.

Research Aim: This study will analyze the factors that influence the decision-making of British women when burying body contour tour packages in East Asia.

Topic 6: To Investigate the Extent to Which Swiss Weight Control Tour Packages Have Influenced Women in the UK.

Research Aim: This research will focus on the decision-making detriments of British Women who opt to purchase weight control tour packages in Switzerland.

Topic 7: How Young British Females Perceive Facial Lifting package Tours in East Asia?

Research Aim: This study will analyze how young British females perceive facial lifting package tours in East Asia.

Topic 8: To Understand and Discuss the Factors Affecting Buying Decisions to Benefit from Extreme Makeover Tour Packages in Eastern Europe.

Research Aim: This research will critically explore the factors that influence the buying decision of customers who purchase extreme makeover packages from Eastern Europe.

Topic 9: How Attractive are the Plastic Surgery Makeover Services to Female British Customers – A Qualitative Study

Research Aim: This research will understand and analyze the attractiveness of plastic surgery makeover services that influence British females to purchase them. The research will be descriptive in nature.

Topic 10: How Homosexual Men Choose Medical Tour Packages for Sex Reassignment.

Research Aim: This study will investigate gender reassignment tour packages that interest homosexual men and the factors influencing their decision-making process.

Tourism Management Dissertation Topics

Tourism management is perhaps the most interesting area of the tourism industry. It mainly involves travelling for the purpose of leisure and recreation. People travelling to other countries and outside their usual environment with the intent of leisure can be classified as tourists.

It should be noted that the phenomenon of tourism has grown tremendously in recent years, thanks to the impact of globalisation. There are many countries such as Malaysia, Thailand, Singapore, Maldives, and Fiji, whose largest source of income is tourism. In these countries, tourism generates huge revenue for the government and also provides employment opportunities for the working class as well as businesses.

The suggestions below can help you to narrow your research for your tourism dissertation.

Topic 1: How British Tourists Perceive Chinese World Heritage Tour – A Qualitative Study

Research Aim: This research will focus on how British tourists perceive Chinese heritage and what compels them to visit China.

Topic 2: Exploring the Factors that Make London the Most Popular Destination for Christmas Shopping

Research Aim: This research will analyse and explore the various factors that promote London as one of the most attractive destinations for Christmas shopping.

Topic 3: Investigating the Underlying Factors that British Citizens Consider when Choosing a Destination for Their Winter Holidays.

Research Aim: This research will analyse the various factors that British citizens consider and evaluate when choosing a destination for their winter vacations.

Topic 4: An Analysis of Factors Affecting Employees’ Motivation in Luxury Hotels of Dubai.

Research Aim: This research will study the factors influencing employee motivation in luxury and five-star hotels in Dubai. The study will make use of secondary data and primary research to establish the exact factors that motivate employees to work for luxury hotels in Dubai.

Topic 5: How the Tourism Industry of Thailand Responded to the Tsunami.

Research Aim: This study will dive into the past to establish how the Thai tourism industry responded to Tsunami.

Visit our topics database to view 100s of dissertation topics in your research area.

Topic 6: Factors Influencing British Customers’ Decisions of Purchasing Egypt Tour Packages.

Research Aim: This research will explore the factors that British citizens consider when planning their holiday to Egypt.

Topic 7: Attitude and Perception of British Tourists Toward Thailand as a Winter Holiday Destination

Research Aim: This study will research why the British choose Thailand as their winter holiday destination.

Topic 8: The Increasing Popularity of Cruise Travel in South Africa Among British Tourists

Research Aim: This research will consider the reasons why South African cruise is extremely popular amongst British tourists.

Topic 9: To Investigate the Efficacy of Integrated Marketing Communication Tools to Restore the Image of Amsterdam as the Best Tourist Destination in Europe

Research Aim: This research will explore the marketing and communication tools utilized to market Amsterdam as the best tourism destination in Europe.

Topic 10: Factors Influencing British Customers’ Decision to Choose a Particular Destination During the Summer/winter Holiday

Research Aim: This research will discuss all the factors that influence British citizens to choose a destination for their summer or winter holidays. This topic can be customized according to a country of your choosing.

Hospitality Dissertation Topics

Hospitality industry  consists of casinos, resorts, restaurants, hotels, catering as well as other businesses that serve the tourists. At its core hospitality can be defined as the relationship between a guest and the hotel.

Other aspects of hospitality include but are not limited to liberality, friendliness, warm welcome, entertainment, goodwill, and reception. Modern-day businesses pride themselves on their acts of hospitality. Thus, it is an extremely interesting sub-topic to base your dissertation on. Some topics in this area of tourism are suggested below.

Topic 1: Examining How Popular Travel Agents Such as eBrooker and Opodo are Perceived by British Tourists

Research Aim: This research will evaluate some of the best and most popular travel agents such as Opodo and eBookers and how they assist British tourists with their destination planning.

Topic 2: Identifying the Factors that Influence Leisure Hotel Buying Decisions of British Customers

Research Aim: This research will identify the factors that influence British customers’ decision to opt for luxury hotels.

Topic 3: Identifying Features of a leisure hotel that attract British honeymoon couples

Research Aim: This research will identify features of a luxury hotel that attract British couples looking for a honeymoon location.

Topic 4: Investigating Hospitality Practices of Popular Leisure Hotels in Dubai

Research Aim: This study will investigate hospitality purchases of attractive luxury hotels in Dubai.

Topic 5: What are the Prime Factors Influencing Restaurant Selection Decisions of Young British Couples?

Research Aim: This research will explore the factors that influence British couples to select restaurants for their time out.

Topic 6: Investigating and Reviewing Strategies Employed by Hotel Restaurants and Pubs in London to Keep Their Employees Motivated

Research Aim: This research will study an important aspect of the tourism industry, i.e., how hotel restaurants and pubs in London keep their employees motivated.

Topic 7: Exploring the Relationship Between Culture and Leisure Hotel Buying Decisions in London.

Research Aim: This research will investigate the relationship between how customers in London choose a luxury hotel based on their culture.

Topic 8: Creating Brand Sales and Recognition Using Integrated Marketing Communication Tools.

Research Aim: This research will explore how brand sales and recognition are built using various marketing and communication tools.

Topic 9: Understanding the Relationship Between Customers’ Buying Decisions and Leisure Hotel Hospitality Features within the Context of Overseas Holidays

Research Aim: This research will explore the relationship between customers’ decision to choose a luxury hotel while visiting different countries.

Topic 10: The Impact of Hospitality Companies’ Brand Image on Tourists’ Buying Decisions.

Research Aim: This research will first talk about different hospitality companies and how their brand image impacts tourists’ buying decisions.

Black Tourism Dissertation Topics

Black tourism, also known as dark tourism and grief tourism, involves travelling to historical sites/places associated with death, casualties, and suffering.

Dark or black tourist sites such as battlefields, monuments, castles, Tsunami sites, and Ground Zero are man-made or natural. They are found commonly in Scotland, South Asia, China, and Eastern Europe.

Dark tourism may not be the ideal choice for many students. However, it is an exciting topic to explore. Possible research topics under this field of tourism are listed below:

Topic 1: How Local Communities Can Benefit Commercially and Socially from Tours to Death/Casualty Sites – A Qualitative Study

Research Aim: This research will explore the various benefits that local communities can experience from touring death or casualty sites.

Topic 2: Attitude and Perception of Tourists Towards Taj Mahal in India

Research Aim: Taj Mahal can be categorised as a dark tourism site because many people consider it a mausoleum. This research will discuss the attitude and perceptions of tourists when visiting the Taj Mahal.

Topic 3: To Investigate and Identify the Factors Influencing Tourists’ Decisions to Visit gGrief Sites in the UK

Research Aim: This research will explore the factors that influence the decisions of tourists to visit grief sites in the UK.

Topic 4: Is Mercat Tour in Scotland a Grief Tourism Site for Potential Tourists?

Research Aim: Mercat Tour in Scotland is considered a ghost site. This study will explore what makes this site a dark tourism destination.

Topic 5: Developing a Highly Effective Marketing Strategy to Promote London Dungeon Among the Tourists

Research Aim: This research will understand the various marketing strategies undertaken to promote the London Dungeon amongst tourists.

Topic 6: What are the Primary Factors Influencing British Tourists’ Decision to Choose Grief Sites?

Research Aim: This research will understand the various factors that influence British tourists’ decision to select a dark tourism site.

Topic 7: Developing a Marketing Strategy to Promote Beaumaris Prison in Wales as Another Black Tourism Site in Britain

Research Aim: This research will focus on developing a successful marketing strategy that will help promote Beaumaris Prison in Wales as a black tourism site in Britain.

Topic 8: How are Man-made Grief tourism Sites are Perceived by British Tourists?

Research Aim: This research will discover how British tourists perceive man-made dark tourism destinations.

Comparing the Man-made Black Tourism Sites with the Natural Disaster Grief Sites from the Perspective of Tourists

Research Aim: This research will compare manmade and natural dark tourism destinations with a focus on tourists’ perceptions.

Topic 10: Do the Local Communities Economically Benefit from Tourists Visiting Dark Tourism Sites?

Research Aim: This research will explore whether or not local communities are impacted in any way when dark tourist sites in their locality are visited.

Sustainability and Tourism Dissertation Topics

At its core, this field of tourism primarily focuses on the way tourists can live harmoniously with the planet earth. Ecotourist sites or sustainable tourist sites are those that promote fauna and flora and cultural heritage. Another objective of  eco-tourism  is to provide social and economic opportunities to local communities. Some interesting topics worth exploring, in this area, are suggested below:

Topic 1: Investigating the Impact of the Internet on the Growth of Eco-tourism in the UK

Research Aim: This research will study the impact of the internet on the rising eco-tourism trend in the UK.

Topic 2: Factors Affecting British Customers’ Decision of Choosing an Eco-tourism

Research Aim: This research will study the reason why British tourists opt for an eco-tourism site as compared to traditional destinations.

Topic 3: Establishing and Discussing Strategies to Promote Swansea as the Best Eco-tourist Spot in the UK

Research Aim: This research will discuss the various ways through which Swansea can be promoted as the best eco-tourist spot in the UK.

Topic 4: Analysing the Role of Price in the Selection of Eco-tourism Destinations

Research Aim: This research will understand the various factors that influence the tourists’ decision to choose an eco-friendly site for their next holiday destination.

Topic 5: Examining the Use of Integrated Marketing Communication Tools to Promote Eco-tourism in Great Britain

Research Aim: This research will study and analyze the different ways through which integrated marketing communication tools should be used to promote eco-tourism in the UK.

Topic 6: Comparing Developing World Eco-tourism Sites Against Western Eco-tourism Sites

Research Aim: This study will compare developing eco-tourism sites and developed or Western eco-tourism sites. The study will conclude which sites tourists prefer and what factors lead them to their decision.

Topic 7: Does Eco-tourism Develop Social and Economic Opportunities for Local Communities?

Research Aim: This research will explore whether or not eco-tourism helps develop social and economic opportunities in the local communities. If it does, the study will explore those factors as well.

Topic 8: Exploring the Factors Affecting the Buying Decisions of Customers Interested in Eco-tourism Sites

Research Aim: This research will identify and discuss the various factors that affect the buying decision of customers who are interested in eco-tourism sites. These factors will then be explored in detail in this study.

Topic 9: Analysis of the Potential of Edinburgh as an Eco-tourism Site in the UK

Research Aim: This research will compare manmade and natural dark tourism destinations and will also include tourists’ perceptions.

Topic 10: Assessing the Impact of Grass Root level Education in Promoting Sustainable Tourism in Europe – A Review of the Literature

Research Aim: This research will discuss the impact of grass root level education to promote sustainable tourism in Europe. The study will be based on the qualitative research method.

Important Notes:

As a tourism and hospitality student looking to get good grades, it is essential to develop new ideas and experiment with existing tourism and hospitality theories – i.e., to add value and interest to your research topic.

The field of tourism and hospitality is vast and interrelated with many other academic disciplines like civil engineering, construction, law, engineering management, healthcare, mental health, artificial intelligence, physiotherapy, sociology, management, marketing, and nursing . That is why it is imperative to create a project management dissertation topic that is particular and sound and actually solves a practical problem that may be rampant in the field.

We can’t stress how important it is to develop a logical research topic; it is the basis of your entire research. There are several significant downfalls to getting your topic wrong: your supervisor may not be interested in working on it, the topic has no academic creditability, the research may not make logical sense, and there is a possibility that the study is not viable.

This impacts your time and efforts in  writing your dissertation as you may end up in a cycle of rejection at the very initial stage of the dissertation. That is why we recommend reviewing existing research to develop a topic, taking advice from your supervisor, and even asking for help in this particular stage of your dissertation.

While developing a research topic, keeping our advice in mind will allow you to pick one of the best tourism and hospitality dissertation topics that fulfil your requirement of writing a research paper and add to the body of knowledge.

Therefore, it is recommended that when finalizing your dissertation topic, you read recently published literature to identify gaps in the research that you may help fill.

Remember- dissertation topics need to be unique, solve an identified problem, be logical, and be practically implemented. Please take a look at some of our sample tourism and hospitality dissertation topics to get an idea for your dissertation.

How to Structure Your Tourism and Hospitality Dissertation

A well-structured   dissertation can help students   to achieve a high overall academic grade.

• A Title Page
• Acknowledgements
• Declaration
• Abstract: A summary of the research completed
• Table of Contents
• Introduction : This chapter includes the project rationale, research background, key research aims and objectives, and the research problems to be addressed. An outline of the structure of a dissertation  can also be added to this chapter.
• Literature Review: This chapter presents relevant theories and frameworks by analyzing published and unpublished literature available on the chosen research topic in light of the research questions to be addressed. The purpose is to highlight and discuss the relative weaknesses and strengths of the selected research area while identifying any research gaps. A breakdown of the topic and key terms can have a positive impact on your dissertation and your tutor.
• Methodology:  The  data collection  and  analysis methods and techniques employed by the researcher are presented in the Methodology chapter, which usually includes  research design, research philosophy, research limitations, code of conduct, ethical consideration, data collection methods, and  data analysis strategy .
• Findings and Analysis: The findings of the research are analysed in detail under the Findings and Analysis chapter. All key findings/results are outlined in this chapter without interpreting the data or drawing any conclusions. It can be useful to include  graphs ,  charts, and  tables in this chapter to identify meaningful trends and relationships.
• Discussion  and  Conclusion: The researcher presents his interpretation of results in this chapter and states whether the research hypothesis has been verified or not. An essential aspect of this section is to establish the link between the results and evidence from the literature. Recommendations with regard to the implications of the findings and directions for the future may also be provided. Finally, a summary of the overall research, along with final judgments, opinions, and comments, must be included in the form of suggestions for improvement.
• References:  Make sure to complete this in accordance with your University’s requirements
• Bibliography
• Appendices:  Any additional information, diagrams, graphs that were used to  complete the dissertation  but not part of the dissertation should be included in the Appendices chapter. Essentially, the purpose is to expand the information/data.

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How to find dissertation topics about tourism and hospitality.

To find tourism and hospitality dissertation topics:

• Examine industry trends and challenges.
• Explore cultural, environmental, or tech impacts.
• Research niche areas like ecotourism or event management.
• Analyse customer behaviour and satisfaction.
• Consider sustainable practices.
• Select a topic aligning with your passion and career aspirations.

What is the best research topic for tourism?

There is no one best topic, but here is a trending topic. “The Impact of Virtual Reality Technology on Tourist Experience and Destination Promotion: A Comparative Analysis.” This research topic explores how VR technology affects tourist perceptions, engagement, and decision-making and its implications for destination marketing strategies, comparing traditional methods with VR-based approaches in tourism promotion.

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101 tourism and hospitality dissertation topics and titles.

• Dissertation

Choosing the right dissertation topic in the field of tourism and hospitality can be a daunting task. Your dissertation represents a significant milestone in your academic journey, so it’s essential to select a topic that not only interests you but also contributes to the field’s knowledge. To help you get started, we’ve compiled a list of 101 dissertation topics and titles in tourism and hospitality. Let’s explore a wide range of possibilities to inspire your research.

Sustainable Tourism:

• “Assessing the Environmental Impact of Eco-Tourism in Remote Areas.”
• “Promoting Sustainable Tourism in National Parks: A Case Study.”
• “The Role of Local Communities in Sustainable Tourism Development.”
• “Evaluating the Effectiveness of Green Certification Programs in the Hotel Industry.”
• “The Influence of Climate Change on Tourism Patterns and Adaptation Strategies.”

Cultural and Heritage Tourism:

• “Heritage Tourism’s Role in Cultural Preservation and Economic Development.”
• “The Impact of Cultural Festivals on Destination Attractiveness.”
• “Dark Tourism: Exploring the Motivations and Impacts of Visiting Sites of Tragedy.”
• “Reviving Cultural Tourism through Digital Storytelling and Augmented Reality.”
• “Cultural Appropriation and Its Effects on Indigenous Tourism.”

Hospitality and Hotel Management:

• “Service Quality and Customer Satisfaction in Luxury Hotels.”
• “The Role of Technology in Enhancing Guest Experiences in the Hospitality Industry.”
• “The Challenges of Managing a Multigenerational Workforce in the Hotel Sector.”
• “The Impact of the Sharing Economy on Traditional Hotels.”
• “Sustainable Practices in Hotel Management: A Comparative Study.”

Destination Marketing:

• “The Role of Social Media in Destination Marketing and Visitor Engagement.”
• “Crisis Management in Destination Marketing: A Comparative Analysis.”
• “Branding a Destination: Strategies and Challenges.”
• “The Impact of Film Tourism on Destination Popularity.”
• “Emerging Trends in Destination Marketing: Leveraging Virtual Reality and Gamification.”

Tourism and Technology:

• “The Influence of Augmented Reality on Museum Visitor Experiences.”
• “Blockchain Technology in Tourism: Opportunities and Challenges.”
• “The Use of Big Data Analytics in Predicting Tourist Behavior.”
• “The Role of Artificial Intelligence in Personalizing Travel Recommendations.”
• “Online Travel Agencies vs. Traditional Travel Agents: A Comparative Analysis.”

Cruise Tourism:

• “Cruise Tourism and Its Economic Impact on Port Cities.”
• “Sustainability Practices in the Cruise Industry: Case Studies.”
• “Cruise Ship Safety and Emergency Preparedness: Lessons from Incidents.”
• “The Growth of Expedition Cruising and Its Impact on Ecotourism.”
• “Cruise Itinerary Planning and Destination Development.”

Culinary and Food Tourism:

• “Food Tourism and Destination Branding: The Case of Culinary Capitals.”
• “Gastronomic Tourism: Trends, Motivations, and Impacts on Local Economies.”
• “Culinary Tourism and Sustainability: Reducing Food Waste in Restaurants.”
• “The Role of Food Blogs and Social Media in Shaping Food Tourism.”
• “Authenticity in Food Tourism Experiences: A Cross-Cultural Perspective.”

Wellness Tourism:

• “The Market Potential of Medical Tourism: A Case Study of Destination.”
• “Spa Tourism and Its Impact on Mental and Physical Well-Being.”
• “Yoga and Wellness Retreats: Motivations and Experiences of Participants.”
• “Mindful Travel: The Convergence of Tourism and Wellness.”
• “Holistic Approaches in Wellness Tourism Management.”

Event Management:

• “Sport Tourism and Mega Events: Economic Impacts and Legacy Planning.”
• “Music Festivals and Destination Attractiveness: A Comparative Analysis.”
• “Sustainability Practices in Event Management: Best Practices and Challenges.”
• “The Role of Sponsorship in the Success of Sporting Events.”
• “Crisis Management in Event Tourism: Case Studies and Strategies.”

Accessibility and Inclusivity:

• “Accessible Tourism for People with Disabilities: Challenges and Solutions.”
• “LGBTQ+ Tourism: Inclusivity and Marketing Strategies.”
• “Senior Tourism: Tailoring Services to the Aging Population.”
• “The Role of Cultural Competence in Ethnic Tourism.”
• “Accessible Tourism: Improving Infrastructure and Services.”

Rural and Nature Tourism:

• “Rural Tourism and Sustainable Development in Agriculture-Based Communities.”
• “Adventure Tourism and Its Influence on Environmental Conservation.”
• “Birdwatching Tourism: A Growing Niche Market.”
• “Agritourism: Connecting Visitors to the Farming Experience.”
• “Eco-Friendly Accommodations and Their Role in Nature Tourism.”

Marketing Strategies:

• “The Impact of Social Media Influencers on Travel Decisions.”
• “Dynamic Pricing in the Airline Industry: A Comparative Analysis.”
• “The Role of Storytelling in Tourism Marketing Campaigns.”
• “The Influence of Online Reviews on Tourist Decision-Making.”
• “Emerging Markets and Their Impact on Tourism Marketing.”

Cross-Cultural Studies:

• “Tourist Perceptions of Safety: A Comparative Study of Global Destinations.”
• “Cross-Cultural Tourist Behavior: A Comparison of Asian and Western Travelers.”
• “Cultural Sensitivity in Hospitality: A Multinational Perspective.”
• “The Role of Tour Guides in Facilitating Cross-Cultural Experiences.”
• “Language Barriers and Their Impact on Tourist Satisfaction.”

Education and Training in Tourism:

• “The Effectiveness of Tourism Education in Preparing Graduates for the Industry.”
• “Tourism Training and its Impact on Service Quality in Hotels.”
• “The Role of Internships in Shaping Tourism Students’ Career Choices.”
• “E-Learning in Tourism: Benefits and Challenges for Aspiring Professionals.”
• “Soft Skills Development in Tourism Education: A Comparative Analysis.”

Ethical and Social Issues:

• “Child Exploitation in Tourism: Preventive Measures and Case Studies.”
• “Volunteer Tourism: Balancing Good Intentions and Ethical Concerns.”
• “Human Rights Violations in the Hospitality Industry: Implications for Brands.”
• “Tourism and Indigenous Rights: Case Studies and Impacts.”
• “The Role of Gender in Tourism Employment and Leadership.”

Technology and Innovation:

• “Smart Destinations: Leveraging Technology for Sustainable Tourism.”
• “Robotic Assistance in the Hospitality Sector: Enhancing Guest Experiences.”
• “Virtual Reality and Augmented Reality in Tourism: Changing the Game.”
• “The Adoption of 5G Technology in Transforming Tourist Experiences.”
• “Drones in Tourism: Applications, Regulations, and Ethical Considerations.”

Economic and Policy Issues:

• “Tourism’s Role in Economic Development and Poverty Alleviation.”
• “Government Policies and Their Impact on Tourism Development.”
• “Crisis Resilience in the Tourism Industry: Strategies and Case Studies.”
• “The Role of Tourism in Post-Conflict Recovery: A Comparative Analysis.”
• “Tourism Taxation: Economic Implications and Tourist Behavior.”

Psychology and Tourist Behavior:

• “Tourist Motivation and Satisfaction: A Psychological Perspective.”
• “The Influence of Destination Image on Travel Decision-Making.”
• “Tourist Experience and the Role of Emotions: A Cross-Cultural Study.”
• “Consumer Behavior in Package Tours vs. Independent Travel.”
• “Nostalgia Tourism: Exploring the Role of Memory in Travel.”

Management and Leadership:

• “Leadership Styles in the Tourism Industry: A Comparative Study.”
• “Innovative Management Practices in Boutique Hotels.”
• “Conflict Resolution in Multinational Tourism Companies.”
• “Succession Planning in Family-Owned Tourism Businesses.”
• “Human Resource Management in Cruise Lines: Challenges and Strategies.”

Health and Wellness Tourism:

• “The Wellness Tourism Experience: A Holistic Approach to Well-Being.”
• “The Impact of Medical Tourism on Destination Health Services.”
• “Mindful Tourism: Promoting Mental Health and Stress Reduction.”
• “Wellness Retreats: The Intersection of Tourism and Self-Care.”
• “Sustainable Practices in Health and Wellness Tourism.”
• “Food Tourism and Destination Branding: Strategies and Success Stories.”

Conclusion:

Selecting a dissertation topic in the field of tourism and hospitality is a significant decision. Take your time to explore these options, narrow down your interests, and conduct thorough research before finalizing your topic. Your dissertation will not only contribute to academic knowledge but also have the potential to influence real-world practices in the dynamic and ever-evolving field of tourism and hospitality. Good luck with your research journey!

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Present and prospective research themes for tourism and hospitality education post-COVID19: A bibliometric analysis

Dileep menon.

a Amrita School of Business, Amrita Vishwa Vidyapeetham, Coimbatore, India

b School of Commerce, NMIMS University, Hyderabad, India

Sangeetha Gunasekar

Saurabh kumar dixit.

c Department of Tourism and Hotel Management, North-Eastern Hill University, India

d Xavier School of Communication, Xavier University Bhubaneswar, Plot No. 12 (A), Nijigadakurki, Harirajpur, District- Puri, Odisha, 752050, India

Shantanu Mandal

e Department of Business Analytics, GITAM Institute of Management, GITAM (Deemed -to Be University) Rushikonda, Vishakhapatnam, Andhra Pradesh-530045, India

Academic research in tourism and hospitality sector adds value directly to the way the industry grows and develops. Scholars in this area struggle with the pressures to publish in high ranking journals. The present study attempts to help doctoral students and tourism educators in identifying emerging themes in the tourism and hospitality arising out after COVID-19 pandemic. Using bibliometric analysis, five broad areas of emerging research themes are identified. Such research would further help managers, tourism related state administrators, and firm owners to recover from the devastating impact of COVID-19 on the industry across the world.

1. Introduction

Given the pressures to ‘publish or perish’ for early career researchers ( Ertaş & Kozak, 2020 ) and for doctoral students to show a strong publication track record by publishing in high-quality journals before graduation ( Carr& Hayes, 2017 ) requires academically oriented research scholars to constantly stay relevant. This is no different for students of the hospitality and tourism industry. The most relevant research in the current scenario is studies related to COVID-19 impact. The outbreak of the current unprecedented pandemic has significantly impacted the tourism and hospitality sector ( Gössling, Scott, & Hall, 2020 ).

Scholars all over the world are trying to make sense of this pandemic and its impact on the hospitality industry ( Duarte Alonso et al., 2020 ), its changing trends ( Seyitoğlu& Ivanov, 2020 ) and future survival ( Kaushal & Srivastava, 2020 ). Gursoy and Chi (2020) point out that even when travel restrictions are lifted, customers may not feel comfortable enough to visit a destination, stay at a hotel or eat in a restaurant. Further research is needed to understand how these customers can be made to return as the industry's survival depends on increasing the demand for their services and products. Some studies like Higgins-Desbiolles, (2020) have pointed out the opportunities that this pandemic has given to rethink the tourism industry in terms of community-centered socialized tourism. To help researchers and practitioners understand the pandemic's impact on tourism and hospitality, the present study undertakes a systematic literature review of published articles related to the early wave of COVID-19 and the hospitality and tourism industry. The research questions addressed are as follows: What are the publication trends in the early wave of COVID-19 outbreak in tourism and hospitality research? What are the emerging research foci that the doctoral students in tourism and hospitality education research can focus on during and after the pandemic times?

COVID-19 pandemic has disrupted the academic world, testing its ability to effectively move to remote learning ( Greenberg & Hibbert, 2020 ), with all teaching and learning core facets switching to online mode ( Coates, Xie, & Hong, 2021 ). Graduate scholars, driven partly by the institutional requirements and partly through their own career aspirations to pursue academic careers, are under pressure to establish their distinctive research identities through quality publications (VosViewer). Finding relevant research themes early on in their doctoral education improves their chances of getting a top-tier publication. Research indicates a positive relationship between doctoral student's research achievements and their early career earnings ( Marini, 2019 ). The current research is expected to help research students of hospitality and tourism academia narrow down their search for relevant research themes related to the pandemic. The study would also be helpful to practitioners in helping set a direction for the future of this industry.

The paper is organized as below. The next section details the systematic literature review methodology followed and data collected for the research followed by analysis results and discussion section. Future research directions and research limitations are highlighted next. Finally, research conclusions are drawn in the last section.

2. Methods and data

The study aims to review the research relevant to hospitality and tourism and COVID-19 research themes. A systematic quantitative method was applied to identify relevant literature, synthesise and review the past literature in a structured manner ( Kim, 2020 ; Rosalina et al., 2021 ). As a first step to identify relevant literature, the availability and suitability of databases were evaluated. The validity of a research paper depends on the database, as it should cover the research area being studied fairly well. Articles for the study were gathered from the Scopus database, a widely accepted comprehensive research database ( Booth, Chaperon, Kennell, & Morrison, 2020 ) which is among the largest curated bibliographic, abstract and citation databases today, with over 3 million new items being added to it every year ( Baas, Schotten, Plume, Côté, & Karimi, 2020 ). Other researchers have similarly used the Scopus database along with similar databases like Web of Science, Science Direct, Emerald, ProQuest, and Sage ( deMatos et al., 2020 ; Li, M., Yin, D., Qiu, H., & Bai, 2021 ; Agapito, 2020 ).The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) methodology was adopted to select the relevant articles from the database. To increase the reliability of evidence produced by the review, specific steps are laid out under this methodology for the identification of the relevant articles from the database. The flowchart is given in Figure (1) indicates the criteria applied to include or exclude the articles for the study. A similar methodology has been widely used in Hospitality and Tourism reviews ( Booth et al., 2020 ; Li, M., Yin, D., Qiu, H., & Bai, 2021 ).

PRISMA diagram.

In the first step of identification, a series of keywords were used in combination to search in the Scopus database. To capture articles related to tourism and hospitality, the terms ‘tourism’ or ‘hospitality’ were used. Further to identify literature related to COVID-19, keywords included were ‘Corona’, ‘COVID’ and ‘pandemic’. The combination of these keywords was searched within article titles, keywords and abstracts. The search was restricted to the time period of Jan 2020 to April 2021 (downloaded on 10 th April 2021). Only journal (source type) articles (document type) written in English (language) were included in this study. The initial search yielded 744 articles across 316 journals from various disciplines. To enhance the overall quality of the literature review, only top-tier journals were considered based on the cite score ranking given in Scopus for 2019. Only those journals that were listed in the top 10 percentile were included for further analysis. The top-tier journals lead the research trends in academia with the most notable scientific findings ( Kim, 2020 ). This resulted in the narrowing of the journal list selected to 43 journals with a total of 229 articles. These were further refined by reviewing each of the article title and abstract to guarantee topic appropriateness. Only studies with a primary focus on the COVID-19 and hospitality and tourism were included for the in-depth analysis Articles like (titled) ‘COVID-19 lockdown improved the health of coastal environment and enhanced the population of reef-fish' were excluded. This resulted in the final set of 151 publications that were further synthesised.

2.1. Bibliometric and thematic analysis

In answering the first research question, the present study identifies the hospitality and tourism research trends in COVID-19 using the bibliometric method. The descriptive summary of the 151 articles is undertaken with a focus on leading contributors −authors, institutions, and countries. Data was exported from Scopus to do the analysis. Basic information of each searched article, including the authors’ information (names, countries, and institutions), publication years and journals, total citations, keywords and abstract, were saved to facilitate detailed analysis. Thematic analysis of the articles was further undertaken to identify the newly emerging themes in the study area and thus answer the second research question.

2.2. Thematic analysis

This is the last stage of the PRISMA technique, where synthesis of the findings is done to allow for the production of knowledge about the topic under review. For the 151 articles, based on the abstract, keyword and title of articles, broad categories of research areas were first identified by two authors independently. Altogether, they identified 11 research categories. These were then discussed with two independent experts who are experienced in the area of hospitality and tourism research. The experts helped in further grouping the research areas into 5 broad research categories. After identifying these research areas, each article was reviewed and coded into these categories by two authors separately to ensure objectivity and reliability of the assigning process. For studies that were assigned to different research categories by the two authors, further review was sought with other authors until consensus was reached for all studies. The research areas identified and the number of articles thus assigned to them are Economic impact and demand analysis (18 articles), Hospitality and tourism workforce (19 articles), Customer/tourist studies (35 articles), Crisis management, Resilience and Transformations in touristic industry (71 articles) and Hospitality & Tourism Education (8 articles).

These research categories are further analysed using cluster analysis. Clustering helps group the elements of a study according to their degree of similarity. Several visualization tools are available. We use VOSviewer, a professional visualization software, to undertake keyword co-occurrence network analysis. Since its development by van Eck and Waltman, 2010 , van Eck and Waltman, 2010b , this visualization software has been used by several studies, 1 including studies analyzing bibliographic data in hospitality and tourism research ( Palácios et al., 2021 ). The present study uses this software to analyse keyword co-occurrence clustering using author's keywords and index keywords from the studies.

In the visual maps created by the VOSviewer, the circles show terms with the size of the circle and text of the term, indicating the preference of the term in the study area. The larger the circle and the text, the more preferred the term in the field of study. The distance between the two terms indicates the robustness of the relationship, with a shorter distance indicating a higher relationship. Colours indicate grouping the terms by clusters. Details of keywords included in the clusters can also be derived from the software.

3. Results and discussions

The final corpus of articles for analysis consisted of 151 documents indexed in Scopus. As seen from Figure (2) , the publication of articles relating to COVID-19 and hospitality and tourism research were mostly published in journals related to Business, Management and Accounting (27.4%) and Social Sciences (26.9%). Other subject areas together are seen to contribute less than 50% of the overall number of articles published. Identifying the authors, affiliation and countries along with journals that contributed the most to the research area help future researchers identify important literature in their area of interest. Most researchers set document alerts for their relevant journals. Also, they are seen to follow authors from their area of research on various social platforms like Linkedin or google scholar. We describe the top contributors next.

Publication by subject area.

3.1. Distribution of authors, countries and affiliation

There were 426 authors who contributed to this area of study, of whom over 32 authors contributed at least 2 or more studies in the top tier journals. The five most contributing authors include Morrison A.M and Coca-Stefaniak J.A with 4 papers each, Hall C.M, Kock F and Filimonau V with 3 papers each respectively. The authors from several countries have contributed to the literature with United States (11.68%) contributing the most, followed by United Kingdom (11.34%), Australia (9.28%), Chine (7.90%) and Spain (3.44%). With regard to affiliation, the University of Johannesburg, University of Greenwich and Griffith University have contributed the most with 7 authors each, followed by Hong Kong Polytechnic University, the University of Surrey and the University of Macau with 6 authors each, respectively. Other universities across the globe have also contributed between the range of 1–5 authors. With regard to the number of co-authors for a paper, while the mean was at 2.5 authors per paper, the co-author numbers ranged from 1 (single author papers) to a maximum of 11 authors ( Ibn-Mohammed et al., 2021 ).

3.2. Journal contribution

The review found that the International Journal Of Hospitality Management contributed the highest to the 151 articles, with over 27.7 percent (41 articles) publications, followed by Current Issues In Tourism , with 17.6 percent (26 articles), Tourism Geographies with 16.89 percent (25 articles), Annals Of Tourism Research with 8.78 percent (13 articles) and International Journal Of Contemporary Hospitality Management with 8.11 percent (12 articles). The remaining 31 articles were published across 9 journals, with some indicating 9 articles while others were contributing only 1 article.

3.3. Thematic analysis to identify prominent themes under each area of research

Thematic analysis was undertaken whereby articles were grouped under the following five areas of research as Economic impact and demand analysis (18 articles), Hospitality and tourism workforce (19 articles), Customer/tourist studies (35 articles), Hospitality/tourism industry (71 articles) and Hospitality & tourism education (8 articles). Each research category is further analysed using VOSviewer to help identify the prominent themes emerging in the area of research.

Based on the keywords across the identified studies under each research category, keyword co-occurrences are analysed to identify the major emerging themes. The keyword co-occurrence network analysis results are shown in Fig. 3 , Fig. 4 , Fig. 5 , Fig. 6 , Fig. 7 for all the research categories, respectively. These are discussed in detail next. Further details of the themes identified based on the network analysis under each research area along with the studies that indicate these keywords, are given in Table 1 .

Network analysis diagram for Economic impact and demand analysis research area.

Network analysis diagram for Hospitality and tourism workforce related.

Network analysis diagram for Consumer perspective.

Network analysis diagram for Crisis management, Resilience and Transformations in touristic industry.

Network analysis diagram for Hospitality and tourism education.

Identifying research areas, cluster themes and grouping of studies.

Note: % indicates the percentage of articles in total number of articles under each research area identified.

3.3.1. Research area 1: Economic impact and demand analysis

For the research category of Economic impact and demand analysis , keywords with more than three occurrences were included. In all 18 studies were grouped under this research category. Fig (3) indicates 3 clusters that are identified for this research area. One of the cluster (blue colour) highlights the pandemic but does not reveal any emerging themes; hence this is not included in table(1) analysis. The two broad themes are identified as indicated in table (1) including economic impact contributing over 28% of articles to the area and demand analysis and tourism development with a contribution of 44%.

3.3.1.1. Theme: Economic impact

COVID-19 pandemic has impacted the tourism economies of almost every country across the world, and this is highlighted in the studies of researchers who have focused on the economic impact of the first wave of the pandemic, in particular on employment ( Pharm et al., 2021 ) and lockdown strategy impact on the revival of the tourism economy ( McCarteny et al., 2021 ). While studies have found the individuals willingness to pay is high to maintain public health and reduce the risk of the tourism sector ( Qiu et al., 2021b , Qiu et al., 2021a ), others recommend government support for the recovery of tourism and hospitality sector ( Phan et al., 2021 ). The revival of tourism economies are also analysed using diverse economic frameworks ( Cave & Dredge, 2020 ; Ibin et al., 2021 ). Ibin-Mohammed et al. (2021) further point out using circular economic framework analysis that economies should leverage the chance that COVID-19 pandemic exit strategies like lockdown have given to build a more resilient, low-carbon economy. These studies indicate the short term impact of the first wave of COVID-19 pandemic and highlight the need to analyse these impacts more deeply in follow-up studies.

3.3.1.2. Theme: demand analysis and tourism development

This theme includes studies that have forecasted the post-COVID tourist arrivals ( Kourentzes et al., 2021 ; Liu et al., 2021 ; Qiu et al., 2021 ) and the economic impact of COVID-19 on hospitality firm performance ( Crespí-Claderaet al., 2021 ). While Kourentzes et al. (2021) , using the time series forecasting method, have estimated the international tourist arrivals for 20 destinations, Liu et al. (2021) , using scenario-based two-steps mixed method including time series analysis, Artificial intelligence and judgmental forecasting, estimate tourist arrivals across 20 countries to suggest that strong relationship between the speed and intensity of recovery and destinations dependency on long-haul markets. Qiu et al., 2021b , Qiu et al., 2021a , using statistical and judgemental forecasting methods, estimates tourist arrivals across 20 Asia Pacific countries. Wickramasinghe and Ratnasiri (2020) , using monthly data on tourist arrivals and google trends, estimate the foregone tourist expenditure for Srilanka. Gallego and Font (2020) , using big data analytics with Skyscanner data on air passenger searches and traffic light dashboard analysis, predict the willingness to travel by air passengers, thus indicating recovery strategies for tourist markets from the impact of the pandemic. Analysing the firm-level impact of the COVID pandemic on Spanish hospitality firms using the Logit model and solvency stress test, Crespí-Claderaet et al. (2021) find firms with low operating leverage to be in a better position to survive the crisis. While studies above estimate the loss to the tourism and hospitality sector due to falling demand for inbound tourists, they also forecast a reactivation of the tourist markets that would help these sectors bounce back. Studies confirming or refuting these forecasts would go a long way in better understanding the economic impact on this sector.

3.3.2. Research area 2: Hospitality and tourism workforce

There are 19 studies that are seen to focus on the issues faced by the workforce of the hospitality and tourism sector. With the keyword threshold of 2 Fig (4) indicates 4 clusters. The threshold is reduced due to the small number of studies included in this research area. Among the clusters identified by the network analysis, one cluster (yellow colour) includes only the hospitality keyword; hence this is excluded from further analysis. The 3 remaining clusters indicate the themes Organizational trust & resilience, which contributes over 28% to the research area, Job performance & life satisfaction with 28% contribution and Turnover intentions contributing 16%. The remaining studies (28%) could not be included specifically in any of the themes hence are listed under the others category in table (1).

3.3.2.1. Theme: Organizational trust & resilience

Studies under this theme highlight the impact of manager's communication on employee's organizational trust ( Guzzo, Wang, Madera, & Abbott, 2021 ), the importance of employees in building organizational resilience ( Ngoc et al., 2021 ) and the importance of CSR activities in augmenting the psychological capital of employees and increasing trust ( Mao et al., 2020 ). Further, Salazar(2020), focusing on tourism-related labour mobility, highlights the ‘nexus between migration and tourism’ and social sustainability that has thrown up new challenges following the pandemic. While Ngoc et al. (2021) used in-depth interviews as means to collect their data, questionnaire-based survey was used by others( He, Mao, Morrison, & C.-S, 2020 ; Mao et al., 2020 ).

3.3.2.2. Theme: Job performance & life satisfaction

Studies under this theme highlight the stress and mental health of the workforce in the hospitality and tourism sector. Research indicates that unpredictable downsizing during the pandemic has increased the stress levels of surviving employees in the hospitality industry, impacting their performance ( Tu et al., 2021 ). The study further argues that social support (through family) can help to reduce the negative effect COVID-19 related layoff for the employees. Similar results were found by others ( Aguiar-Quintana, Nguyen, Araujo-Cabrera, & Sanabria-Díaz, 2021 ; Karatepe, 2021 ) for hotel employees where, the pandemic was seen to impact the mental health of hotel employees, further bringing down their performance. Further studies by Kim et al. (2021) show organizational safety climate to boost employee's safety motivation, while the reduction in perceived job insecurity is seen to improve the performance of employees ( Vo-Thanh et al., 2020 ).

3.3.2.3. Theme: Turnover intentions

Yu et al. (2021) using mixed methodology study employees' attitudes and behaviour towards the hospitality industry due to subjective stress and negative emotions due to negative work events such as COVID-19 the pandemic. The study finds that the industry level impact of the pandemic has made several employees uncertain about their future careers in the hospitality industry, and subjective stress is seen to increase their intentions to quit the industry and also result in negative word of mouth. The authors further point out that while the unprecedented layoff in the hospitality industry cannot be avoided during the COVID pandemic, the negative emotions felt by the employees maybe reduced through rebuilding trust and proper communication. These areas of future research are much needed for the industry to understand fully the impact of the pandemic on the employees and help find ways to motivate them to continue to work in this sector, thus reducing turnover ratios. Bajrami et al. (2021) further, in understanding the impact of COVID-19 on work related attitudes and turnover intentions of the employees in the hospitality industry focuses on job insecurity, employees’ health complaints during isolation, risk-taking behavior at workplace and changes in the organization. Using the data collected from hospitality workers from Serbia, the study finds that job insecurity and changes in the organization have a negative impact on both work-related attitudes and turnover intentions of the employees.

Studies under the Other category are seen to focus on the managers use of digital technologies to perform their job during COVID-19 ( Chadee, Ren, & Tang, 2021 ), the impact of hotel safety leadership on employee safety behaviour ( Zhang et al., 2020 ), the impact of COVID-19 on the life of hospitality employees ( Baum, Mooney, Robinson, & Solnet, 2020 ), and perceptions of tourism employees towards COVID-19 ( Park et al., 2020 ).

3.3.3. Research area 3: customer/tourist studies

The research area of customer studies (or tourist related studies) includes 35 articles. Fig (5) indicates three clusters based on the keywords from these articles. These are Consumer risk perception, Tourists changing behaviour and Travel behaviour, contributing 20%, 17% and 34% respectively to the research area as seen from the table(1). Studies that are not grouped under these themes are included as others in table (1).

3.3.3.1. Theme: consumer risk perception

Zahn et al., (2021) conducted a study on Chinese residents travelling to Wuhan after the pandemic and developed a risk perception scale that concluded that occupation and place of residence are the most important factors of risk. Studies have also highlighted the holiday risk and impact of COVID-19 ( Pappas, 2021 ), health and safety risks as a reason for travel demotivations ( Aebli et al., 2021 ). Further studies ( Bae & Chang, 2021 ) have found customer's attitude to be moderating their risk perception and behavioural intentions. Studies also suggest that post-pandemic visits of customers to restaurants would be influenced by their trust in the restaurants ( Foroudi, Tabaghdehi, S, & Marvi, 2021 ) and governments ( Dedeoğlu & Boğan, 2021 ).

3.3.3.2. Theme: tourist changing behaviour

Perceived health risk and avoidance behaviour of tourists have significantly affected the international tourists' air travel and tourism industry ( Chua et al., 2020(b) ). Sánchez-Pérez et al. (2021) examines the behaviour change among tourists during COVID-19 and highlight the importance of linking the health risk perception of tourists to their behavioural intention. Zhang et al. (2020) in their study of find tourists travelling during the COVID-19 are more risk-averse, and this magnifies their negative emotional reactions towards disadvantaged tourism-related prices. Chua et al. (2020(a)) find that destination attachment is critical in post-pandemic tourists’ travel choices, and this will be impacted by perceived response efforts and health preventive behaviour during COVID-19.

3.3.3.3. Theme: travel behaviour

Studies indicate that COVID-19 has resulted in a significant increase in travel risk perception among tourists ( Neuburger&Egger, 2021 ), resulting in increased psychological resilience among travellers who display cautious travel behaviours ( Zheng et al., 2021 ). The cautious behaviour has lent itself to a higher willingness to pay for additional safety measures ( Sánchez-Cañizares et al., 2021 ), like the preference of renting full flats rather than single hotel rooms to maintain physical distancing norms ( Bresciani et al., 2021 ), travelling in their own vehiclesto reduce the risk of pandemic ( Bresciani et al., 2021 ; Ribeiro et al., 2021 ). It is further suggested by studies (O' Connor &Assaker, 2021 ) that post-pandemic travel behaviour will be pro-environmental, and tourists would be looking beyond hygiene attributes to select hospitality services Hu et al. (2021) .

Other studies include articles that focus on the use of electronic media for information sharing during the pandemic ( Nilashi, 2021 ), the use of virtual reality ( Schiopu et al., 2021 ), low consumption due to safety concerns ( Li et al., 2021 ), use of robot-staffs in room service ( Kim et al., 2021 ), post-COVID increase in local tourism ( Jeon & Yang, 2021 ) and quarantine lodging experience ( Wong & Yang, 2020 ). All the studies are related to understanding the consumer perspective of the hospitality and tourism sector.

3.3.4. Research area 4: Crisis management, Resilience and Transformations in touristic industry

For the research category of the Crisis management, Resilience and Transformations in touristic industry, 71 studies were included. The clustering network analysis from Fig (4) indicates 3 clusters with studies relating to Crisis management and sector resilience contributing 35% as indicated in table (1), studies focusing on Industry transformation and tourism development contributing 16% and Sustainable development contributing over 11%. Studies that could not be specifically grouped under these clusters are highlighted in the others category in table (1). These include studies that focus on the impact of COVID-19 on customer experience ( Bonfanti, Vigolo, & Yfantidou, 2021 ), cleanliness ( Magnini&Zehrer, 2021 ), destinations ( Foo, Chin, Tan, & Phuah, 2020 ; Isaac, 2021 ) and destination residents’ attitude ( Kamata, 2021 ). Studies have looked at new developments like robotics adoption in the hospitality and tourism industry ( Seyitoğlu & Ivanov, 2021 ; Zeng et al., 2020 ).

3.3.4.1. Theme: Crisis management and sector resilience

With the global lockdown during the COVID-19, the hospitality and tourism industry is seen to undergo unprecedented crisis like situation globally ( António& Rita, 2020 ). Studies analyse the crisis faced by managers of hospitality business ( Japutra & Situmorang, 2021 ) and highlight the importance of the resilience of managers of these businesses to overcome it ( Giousmpasoglou et al., 2021 ). Few others have also focused on the impact of the public health crisis in the hospitality industry ( Shapoval et al., 2021 ), suggesting innovative business models to create new revenue streams to better manage future crisis situations ( Breier et al., 2021 ) and improve resilience in the sector ( Duarte Alonso, 2020 ). Varied methodologies have been used to understand the crisis faced by the hospitality and tourism industry, including the case-study approach ( Hu et al., 2021 ; Smart et al., 2021 ), questionnaire survey ( Sobaih et al., 2021 ) and forecasting methods ( Zhang et al., 2021a , Zhang et al., 2021b ).

3.3.4.2. Theme: Industry transformation

Hospitality and tourism industry transformation need studies to focus on new ways of developing this sector. Tourism managers have to understand the impact of pandemics like COVID-19 and should build capabilities to forecast recovery path ( Škare, 2021 ), focusing more on local travellers more than the global networks ( Tomassini &Cavagnaro, 2020 ). It is further suggested by Carr, 2020 that such sectoral plans should have an inclusive approach. The managers should not look at returning to the pre-COVID demand, instead, look at the emerging economic transformation and plan for recovery ( Prideaux et al., 2020 ) with a focus on overall societal wellbeing and sustainability ( Everingham & Chassagne, 2020 ).

3.3.4.3. Theme: Sustainable development

Being an enabler for economic development, sustainable tourism has been the context of research for many years. Researchers underthe Sustainable development theme have focused on various aspects of sustainability, including sports tourism (Cooper & Alderman, 2021), tourism infrastructure ( Sheller, 2020 ) and tourists’ awareness ( Galvani, Lew, & Perez, 2020 ; Stankov et al., 2020 ) during the pandemic period. While Filimonau (2021) looks at alternative uses of food and plastic waste from the tourism industry, Niewiadomski (2020) looks at COVID-19 as an opportunity to re-boot the tourism industry with the tenets of sustainability. Other researchers like Cheer (2020) focus on the concept of human flourishing to understand the post-COVID tourism landscape. Studies under this theme suggest a faster recovery of the hospitality and tourism sector, also suggesting ways to reduce the severity of any future COVID like pandemics in this sector. Tsai (2021) predicts medical tourism and leisure to be the areas of importance post-COVID-19, indicating that future researchers must focus on these areas of tourism.

3.3.5. Research area 5: Hospitality and tourism education

Academic research has a prominent role in tourism education, as research-based learning adds more value to tourism and hospitality education by supporting sustainable development ( Espinoza-Figueroa, Vanneste, Alvarado-Vanegas, Farfán-Pacheco, & Rodriguez-Giron, 2021 ). Though touristic education began in vocational secondary schools, due to the prominence this sector gained in the economy and employment, it has increased its prominence in schools and universities. Tourism education helps to increase touristic competitiveness and plays a key role in the growth of tourism sector in any country ( Renfors et al., 2020 ). Tourism education research has been a well-researched area in the past. 1 The changing focus on emerging areas of tourism developmet will open new areas for education research in tourism also.

The criteria of the top 10 percentile cut off for inclusion of journal articles under a theme was relaxed for this theme due to very small number of articles falling in this criteria (5 articles). The inclusion percentile was increased to include journals up to top 20 percentile in Scopus list. This resulted in 8 articles being selected under this theme. While the network diagram indicates 3 clusters, one of the clusters was related to thematic analysis and systematic review. Dropping this cluster results in 2 clusters, namely Transformational education and Hybrid education & blended learning .

3.3.5.1. Theme: Transformational education

Edelheim (2020) highlights the need for the value-based education system and points out that COVID-19 pandemic may be the much needed impetus to revisit the travel, tourism, hospitality and event higher education sector. While the pandemic has brought to the forefront the idea that the past and present cannot help us plan for the future, Edelheim points out that with transformation in the higher education sector towards value-based education, students would be more equipped towards transformative practices in the industry.

Experiential learning through internships have become the norm of hospitality education and COVID-19 has brought a new dimension to it. The industry is preparing to provide a new customer experience and the tourism academics also should quickly adapt so that the students become competent to handle any such future eventualities. Empirical research during COVID-19 should be able to provide a new approach to tourism internships so as to provide better insights to students compared to pre-COVID period ( Zopiatis et al., 2021 ).

Hayes (2020) analysed the tourism taught master's programs and found that these programs are offered as more of vocational content and less of liberal arts. He argues that such programs are intended to produce leaders in tourism industry and there should be a balance of vocational and liberal arts content as the industry needs philosophic practitioners to bring disruptive changes to create a better resilient tourism and hospitality industry.

3.3.5.2. Theme: Hybrid education & blended learning

Griffin (2021) in discussing the future of hospitality education points towards practices that could become necessary for educators to adapt to the changes forced upon us by COVID pandemic. He also points out that educators in this ever challenging industry should help future leaders (current students) to with the required tools to help them adapt to any change. The article also discussed the importance of creative use of online media like interactive course content with a hybrid approach to education, integrated industry forums and mentorship for creating entrepreneurial skills, project-based learning across the curriculum, real-world industry exposure for students through industry partnership in problem-solving, and accelerated short courses instead of traditional semester-based courses. The paper reflects on “creating a radically new hospitality program that benefits student learning and industry-academia collaboration”. Smith (2021) also highlights the creative utilization of technological tools, software, and platforms to facilitate online learning in hospitality education.

Though YouTube is being used for blended learning, research and online classes widely, the use of this channel is limited in tourism academia ( Tolkach & Pratt, 2021 ). They suggest that use of YouTube channels like ‘Travel Professors’ can be used for blended learning in Tourism education during COVID-19 and beyond. Qiu et al., 2020b , Qiu et al., 2020a suggested that the effectiveness of tourism education during the COVID-19 period can be increased by including MOOCs and SPOCs in the pedagogy.

While many studies talk about the need for blended learning and research in tourism education and advocate for improving online teaching effectiveness, Tavitiyaman et al. (2021) studied the impact of online classes on personality of hospitality students. They suggest that the instructors should increase their support to students in online classes and this will enhance motivation levels of the students and helps in a higher level of perceived learning and reduced learning anxieties and eventually, increase student satisfaction levels.

4. Future research directions

It is well-acknowledged fact that PhD students need to have a publication record in high-ranking journals to get an academic job ( Carr and Hayes, 2017 ). Staying relevant and publishing on topics that are current and have future potential can help them get a good publication. The present bibliometric study is aimed at providing an overview of the current literature relating to COVID-19 and the hospitality and tourism industry, one of the most relevant topics for future research. While studies in each area identified have highlighted the current crisis, its impact and crisis management, several studies have given directions to help future researchers choose their area of research with relevance.

Tourism has evolved as a major economic activity across regions employing both skilled and unskilled labour. Prior to COVID-19, travel and tourism industry accounted for 25% if the new jobs created globally (WTCC). Its importance and share in any country's economic activity chart have increased over the decades. A similar expression of increased interest is seen in academic research ( Wilson, 1998 ) with improved methodology in estimating the tourism demand across tourist destinations ( Song et al., 2012 ). Being an important industry in several countries, continuous economic assessment of tourism industry and its contribution to economic development and progress is essential ( Comerio & Strozzi, 2019 ). The pandemic and following lockdown and travel restrictions have economic impacts across all countries in the world particularly related to employment ( Phan et al., 2021 ), on hospitality firm performance ( Crespí-Claderaet al., 2021 ), on tourist arrivals and hence demand impacts ( Kourentzes et al., 2021 ; Liu et al., 2021 ; Qiu et al., 2021 ). While all these studies have indicated the impact and effect of the crisis, what needs to be further studied is the sector wise impact of tourism demand and employment on the short term, medium term and long-term economic growth and development of economies. Such studies must focus on strategies specific to reviving of the tourist markets and helping the sector recover from the pandemic in terms of tourism demand recovery leading to increasing employment, better firm performance in this sector and promotion of sustainable practices for future crisis handling. These areas of research would benefit from academic debates and have direct implications on the industry recovery. Hence hospitality scholars must focus in these areas of future research.

Being a labour-intensive industry, tourism and hospitality sector like other similar sectors have faced employee-employer related issues like job performance and job satisfaction, work-life balance and life satisfaction, labour turnover, building organization trust and such others. The Unpredictable closure of many tourist destinations and all related businesses has resulted in increased stress levels in employees ( Aguiar-Quintana et al., 2021 ; Karatepe, 2021 ; Tu et al., 2021 ) impact their mental health and performance ( Vo-Thanh et al., 2020 ). While some of the countries have opened its tourist destinations, several countries are still in favour of partial or full travel restrictions with new strands of corona virus emerging across the world. While currently, the sector is more in damage control mode, it is the post-pandemic years when the real impact of mental health on hotel employees would be seen. It is imperative that these areas be researched from several different angles of causes, impact, effect, recovery and sustainability to help the sector employees stay healthy and perform better in the coming decades. Health of the employees is most important to increase productivity and efficiency of any organization and tourism being an experiential service sector has a high interaction level between employees and customers. Thus, future research scholars of this area must focus on understanding the pandemic impact on employee's mental health and performance, find ways to support them to recovery and formulate strategies to help build organization trust and resilience. These are some important areas of research related to tourism-hospitality sector employees that would have long-term implications for the industry as well.

Customer satisfaction is the most important driving force for service sector profitability. Motivation to travel to a particular destination and the experiences that the consumers experience at the destination results in revisit, recommendation and customer loyalty ( Huang & Hsu, 2009 ). These factors impact firm profitability ( Petrick, 2004 ). COVID-19 has impacted tourists’ travel preferences, destination choice ( Li et al., 2021 ) and their risk perception ( Pappas, 2021 ; Zhan et al., 2020 ), with health and safety risk impacting their travel motivation ( Aebli et al., 2021 ; Bae & Chang, 2021 ; Chua et al., 2020(b) ). The changing behaviour of tourists post pandemic highlight some interesting areas of research like changing travel motivation, destination choice, expectations from the hospitality and tourist service providers, demand for better health and safety norms among consumers. These changes also lead to new ways of customer assessment of service providers and hence academic research in these areas can lead to high-quality publications for research scholars. These potential research areas are also of high implications to practitioners, including hotel, restaurant, travel agency managers and governments across the world that are interested in fast recovery of this sector.

Though the cash-driven resilient nature and employee resilience of the tourism industry is well studied in the past ( Wieczorek-Kosmala, 2021 ), COVID-19 has opened up a new stream of resilience studies in the tourism and hospitality industry, like resilience of business owners ( Pathak & Joshi, 2021 ), managers ( Japutra & Situmorang, 2021 ) etc. Public health crisis during COVID-19 ( Shapoval et al., 2021 ) have necessitated the creation of new and innovative business models in tourism that can better address any future crisis ( Breier et al., 2021 ) and improve resilience in the sector ( Duarte Alonso, 2020 ). Future research in tourism, hospitality and leisure should suggest innovative business models that are more resilient and sustainable so that the sector is equipped to face challenges raised by any crisis. Medical tourism and leisure are expected to be the focus of tourism industry in future ( Tsai, 2021 ).

Academic research has a prominent role in tourism education, as research-based learning adds more value to tourism and hospitality education by supporting sustainable development ( Espinoza-Figueroa et al., 2021 ). Though touristic education began in vocational secondary schools, due to the prominence this sector gained in the economy and employment, it has increased its presence in schools and universities. Tourism education helps to increase touristic competitiveness and plays a key role in growth of the tourism sector in any country ( Renfors et al., 2020 ). Many of the education related studies during the COVID-19 is of qualitative nature with views from one set of stakeholders like either teachers or students etc and the future studies including multiple stakeholders as respondents using quantitative or mix method will give more insight into the effectiveness of the use of technology in touristic education ( Qiu et al., 2020 ). The use of technology would increase the possibilities of blended learning in touristic education, including the increased use of social media like YouTube etc ( Tolkach & Pratt, 2021 ) and would bring in a new dimension to experiential learning by including real life challenges in tourism internships ( Zopiatis et al., 2021 ).

5. Implications and limitations

Considering how the tourism and hospitality sector has suffered in an unpreceded manner due to COVID-19, it is vital for tourism academics to envision the future for their field and to identify potential related issues and opportunities ( Wassler & Fan, 2021 ). These areas are full of potential for future PhD students to publish their work. It is a well-acknowledged fact that PhD students need to have a publication record in high-ranking journals to get an academic job ( Carr and Hayes, 2017 ). Staying relevant and publishing in topics that are current and have future potential can help them get a good publication. The present bibliometric study is aimed at providing an overview of the current literature relating to COVID-19 and the hospitality and tourism industry, one of the most relevant topics for future research. While studies in each area identified have highlighted the current crisis, its impact and crisis management, several studies have given directions to help future researchers to choose their area of research with relevance.

Additionally, the study results also help practitioners develop curricula both for academe and for training programs to help the current and future industry workforce stay relevant. The study has practical implications. In that, it is imperative for managers to be well informed of an issue and understand all aspects of it before taking an informed decision. The present review highlights the emerging issues related to COVID-19 and the hospitality and tourism industry, highlighting some of the bigger issues and providing a future outlook on several others.

The study has several limitations. First, the data was collected only over a short period of duration and from one source Scopus database. Future studies can collect data from other well-known databases as well. Future studies can also include more detailed keywords like hotel, restaurant, sports and other tourism-related words to search for the relevant literature. Also, the source of studies only included journal articles while excluding conference papers and other book chapters. These could be included in future studies to better understand the field of research. More advanced bibliometric analysis tools can be used by future studies to draw deeper insights into the literature.

1 for details of all applications see www.vosviewer.com/publications .

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Established in 1976, the Journal of Hospitality & Tourism Research ( JHTR ) plays a major role in incubating, influencing, and inspiring hospitality and tourism research. JHTR publishes original research that clearly advances theoretical development and offers practical value for hospitality and tourism ecosystems. JHTR strives to publish research with IMPACT – JHTR publications are expected to be I nnovative, M eaningful, P ractically relevant, A cademically rigorous, C ross-disciplinary, and T heory-focused. Read the complete description of our guiding editorial principles .

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We follow the guiding editorial principles of IMPACT – JHTR publications are expected to be Innovative, Meaningful, Practically relevant, Academically rigorous, Cross-disciplinary, and Theory-focused.

Innovative – JHTR strives to be an incubator for original and thought-provoking research. To be considered for JHTR publication, the manuscript must provide new and insightful ways of exploring and conceptualizing an issue; offer different, unique, or controversial perspectives on a research topic; and/or bring together ideas, theories, and concepts in novel and thought-provoking ways. We particularly welcome cutting-edge research that inspires, provokes, excites, and engages our audiences. Research that simply replicates previous work in a different context or geographical location is not generally considered as making a significant contribution unless it presents novel perspectives or interprets the findings in ways that expand our understanding of the phenomena. Likewise, if incremental extensions in the form of replicating previous work with the addition of some elements do not significantly alter the prediction or application of a theory, contribution to knowledge creation is likely limited. Methodological novelty or sophistication in and of itself cannot compensate for inadequate theoretical and practical merits. Interesting research may take many forms, but the surest methods for creating such research is to challenge a commonly accepted theory, proposition, practice, or assumption, or examine new phenomena with a goal to generate new knowledge.

Meaningful – JHTR contributions should appeal to a broad range of academic and non-academic audiences and address issues that are meaningful and significant to scholars as well as non-academic stakeholders such as practitioners, policy makers and/or consumers in hospitality and tourism and related fields. Work published in JHTR may also strive to demonstrate the societal impact of the findings. Studies addressing key societal challenges as related to hospitality and tourism are of particular interest to the JHTR readership.

Practically relevant – Research articles published in JHTR should have practical relevance. Authors must clearly address the “so what” question by highlighting the managerial and policy implications of their research. Although research findings should have translational impact on firms, destinations, communities, governments, society and beyond, submissions that are primarily practitioner-oriented and written with industry managers as the target audience may be more suitable for a practitioner journal.

Academically rigorous – JHTR contributions must be conceptually and methodologically rigorous. Research published in JHTR should have progressed through a rigorous, proper, and stringent knowledge development process that ensures that the output is academically sound. At the conceptual level, authors must identify a clear theoretical approach and articulate how the research advances our understanding of particular topics, concepts, or theories. We welcome a variety of methodological approaches, as appropriate to the research conducted. For quantitative research, authors should provide detailed information pertaining to data collection, sampling strategies, survey design, experimental manipulations, and measurement. Qualitative research should be conducted under the tenets of a specified research tradition. Regardless of the approach, all methodologies should be described in a manner that allows for replication and the research demonstrate evidence of reliability and validity in their corresponding methodological traditions.

Cross-disciplinary – Hospitality and tourism research is often enriched by exploring phenomena through the lens of other disciplines. Likewise, hospitality and tourism offer interesting and rich contexts that can help to shape the content and boundaries of studies in allied fields. Accordingly, where applicable, JHTR supports and encourages cross-disciplinary collaborations as well as contributions from scholars in other disciplines.

Theory-focused – JHTR strives to be a powerhouse for the cultivation of concepts, frameworks, models and theories that extend our understanding of relevant hospitality and tourism phenomena and inform the direction of future research. We particularly encourage and champion the development of theories and frameworks that originate from the hospitality and tourism field. Accordingly, contributing authors should pay particular attention to the interplay between concepts and contexts to create opportunities for theory building that captures the complexities, intricacies, and dynamics of hospitality and tourism phenomena.

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• Recommender Systems
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Guiding the Journey: Innovative Recommender Systems for Personalized Tourism, Travel, and Hospitality Experiences

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Tourism, travel, and hospitality services have become integral parts of our globalized world. With the advent of technology and the rise of the internet, users now have access to an overwhelming amount of information when it comes to travel planning. The challenge lies in helping users navigate through this vast sea of options and making personalized recommendations based on their preferences. This is where recommender systems come into play. They offer users tailor-made suggestions for travel destinations, activities, and accommodations based on their interests, past experiences, and available budget. By leveraging machine learning algorithms and user profiling techniques, these systems can significantly enhance the travel planning process, resulting in more enjoyable and fulfilling experiences for users. Considerable progress has already been made in this field. Existing research has focused on various aspects, including collaborative filtering methods, content-based filtering approaches, and hybrid models that combine both techniques. However, much more exploration is needed to overcome the challenges that persist. These challenges include improving the accuracy of recommendations, addressing the cold-start problem for new users or destinations, and enhancing the scalability and adaptability of recommender systems to handle the vast amount of travel-related data. Currently, the research in this field is focused on advancing recommender systems in the tourism, travel, and hospitality domains. The goal is to develop more sophisticated algorithms and methodologies that can provide users with increasingly accurate and personalized recommendations. Researchers are working towards overcoming existing limitations and tackling emerging challenges to create robust systems capable of handling diverse user preferences, dynamic user behaviour and various contextual factors. The areas of research that need further exploration include but are not limited to: • Novel recommendation algorithms for tourism, travel, and hospitality services • Context-aware recommender systems for personalized activity suggestions considering factors such as location, time, and social context • User modelling and profiling techniques to capture complex user preferences and behaviours • Handling the cold-start problem for new users and destinations • Incorporating sentiment analysis and user feedback into recommender systems • Evaluating the impact of recommender systems on user satisfaction and the overall tourism industry • Evaluation metrics for measuring the effectiveness of tourism recommender systems • Collaborative filtering techniques for travel recommendation • Content-based filtering approaches for personalized accommodation recommendations • Hybrid recommendation models for travel planning We aim for this Research Topic to foster greater collaboration and knowledge sharing among experts in this field, ultimately pushing the boundaries of recommender systems for the tourism, travel, and hospitality industry.

Keywords : Recommender Systems, Personalized Tourism, User Modeling, Travel Recommendations, RecSys

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Exploring the Sustainability Model of the Hospitality Firm: The Experience of a Hotel Group in Europe

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• First Online: 21 August 2024
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• Eleonora Cardillo 7 &
• Maria Cristina Longo 7  

Part of the book series: Eurasian Studies in Business and Economics ((EBES,volume 28))

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• International Symposium on Annual Days of BHAAAS in Bosnia and Herzegovina
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This paper explores how hotels manage sustainability, recognizing strategies and practices based on the environmental protection and waste reduction. It identifies virtuous paths that can constitute possible models of sustainable business management. We investigate the approach to sustainability of a large company operating in several European countries with a network of more than 250 hotels. We carry out a case study based on questionnaire and reports analysis. We reconstruct the model of sustainability and its implications, considering the environmental impacts, actions and stakeholders social well-being. Findings enhance our understanding how a hotel group deals with the social, environmental and economic issues. Results give insights on how sustainability models work in the hospitality firms. The practical implications concern actions and tools to be adopted by hospitality firms that can effectively implement sustainable business models, especially in the transition phase to sustainability.

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Eleonora Cardillo & Maria Cristina Longo

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Cardillo, E., Longo, M.C. (2024). Exploring the Sustainability Model of the Hospitality Firm: The Experience of a Hotel Group in Europe. In: Bilgin, M.H., Danis, H., Demir, E., Zipperling, M. (eds) Eurasian Business and Economics Perspectives. BHAAAS EBES 2023 2022. Eurasian Studies in Business and Economics, vol 28. Springer, Cham. https://doi.org/10.1007/978-3-031-55813-9_3

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