ItemImpact of Occupancy Taxes on the Sharing EconomyWrolstad, Jay; Cui, Yao; Davis, Andrew (2022-07-27)Efforts to collect occupancy taxes on Airbnb lodging listings, designed by public policy makers to regulate the homesharing market, have put individual hosts at a distinct disadvantage compared to commercial listings, rather than leveling the playing field as intended, new research shows. ItemGroundedness: Connecting Consumers with Place, People, and PastWrolstad, Jay (2022-04-19)Our fast-paced world keeps picking up speed, with digitization, globalization and mobility recognized widely as signs of progress and innovation—yet for many there is a growing desire to take a step back, catch their breath and establish some emotional roots for a measure of safety and stability. Consequently, businesses that deliver products and services that address this need to be grounded may have a leg up on the competition, new research shows. ItemShifting Loyalties: Where Has All the Love Gone?Corda, Carolyn (2022-03-16)It’s no secret that the consumers’ connection to their preferred brand has frayed during the pandemic-driven downturn in travel. PwC conducted a survey in 2020 which found that 41% of consumers are likely to switch hotels, while some 40% are undecided, leaving a small minority locked into a preferred brand (Glick and Baker 2020). A 2021 survey from Accenture reported that 45% of consumers are considering shifting some or all of their spending away from current travel providers (Curtis, Quiring, Theofilou, and Bjornsjo 2021). This research and similar studies have focused on travelers overall, most of whom have significantly curtailed their traveling since March 2020. But what about those that have continued to travel at the same relative rate? Have they, too, lost that loving feeling? ItemUnderstanding Human Resource Practices and Outcomes in Franchise BusinessesLakhani, Tashlin (2021-11-01)Franchise businesses are an essential and growing part of the U.S. economy, accounting for nearly 800,000 establishments, 9 million jobs, and $800 billion in output annually. The importance of franchising is particularly evident in hospitality. Hotel and restaurant companies often use franchising to expand faster than would be possible through company ownership alone. Today, food and hospitality account for 65% of employment in franchise businesses. However, we know very little about human resource management in franchises. This is noteworthy because a large body of empirical research has shown that investments in human resource (HR) practices such as employee selection, training, compensation, internal promotions, and employee discretion improve organizational performance including outcomes such as employee turnover, sales, and customer satisfaction. ItemSocial Listening to Create Bespoke Customer Experiences: Best Practices for Hospitality OperatorsLaTour, Kathryn; Brant, Ana (2021-09-29)Social listening involves using the information customers post publicly to better personalize their experience. But distinguishing the messages that matter (and responding to them promptly and effectively) is not easy—with customers in the United States posting over 500 million tweets a day, and over 400 million uploads on Instagram—how can a company sift through this information to make a meaningful connection? In our paper, we describe the process Luxury Hotel Company X embarked on to harness social media postings to better manage their experience in real-time. ItemCustomer Engagement: The Key to Long-term Loyalty and ImpactAnderson, Christopher; Han, Saram (2021-02-01)In today’s physically separated world of hospitality, engagement and interaction between hoteliers and guests are taking new forms but are still as critical as ever. In a series of studies using data from a well-known hotel chain and a customer feedback software company, we illustrate the long-term impacts of guest engagement. The results of these studies are the first to measure the impact of guest/hotel engagement upon guest satisfaction, loyalty and booking channel selection.