Hospitality marketing research from 2000 to 2009 Topics, methods, and trends

Purpose - The purpose of this study is to provide an analysis of published marketing research within the top four hospitality journals and suggest future research directions. Design/methodology/approach - The study selects the top four hospitality-oriented journals and analyzes the topics, methods, and trends of hospitality marketing articles published between 2000 and 2009 through a qualitative research design using content analysis and descriptive analysis. Findings - The study explores how hospitality marketing research has progressed within the past decade in terms of topical areas, industry applications, and methods, and additionally discovers notable trends for hospitality marketing research. Practical implications - The study analyzes published research in hospitality marketing and is thus expected to provide topical and methodological recommendations to academic scholars in contributing further to scientific progress and the literature. Originality/value - Based on the existing reviews, this study aims to examine hospitality marketing research developments in top hospitality research journals over the past decade. It is the first study to review hospitality marketing research for a period of ten years in the recognized top four hospitality research journals.