Marketing Management in the Hotel Industry: A Systematic Literature Review by Using Text Mining

Jeou-Shyan Horng, Chih-Hsing Liu, Sheng-Fang Chou, Tai-Yi Yu and Da-Chian Hu
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Jeou-Shyan Horng: Department of Food and Beverage, Shih Chien University, Taipei 104336, Taiwan
Chih-Hsing Liu: Department of Tourism Management, National Kaohsiung University of Science and Technology, Kaohsiung 811532, Taiwan
Sheng-Fang Chou: Department of Hospitality Management, Ming Chuan University, Taoyuan 333321, Taiwan
Tai-Yi Yu: Department of Risk Management and Insurance, Ming Chuan University, Taipei 111005, Taiwan
Da-Chian Hu: Department of Food and Beverage, Shih Chien University, Taipei 104336, Taiwan

Sustainability, 2022, vol. 14, issue 4, 1-16

Abstract: The current research is a systematic review of the literature on hotel marketing management that provides evidence that hotel marketing management contributes to organizational performance and satisfaction, and provides insights into how hotel operators can successfully implement it. This systematic review of the literature is based on the analysis of 417 papers via a text-mining methodology. Through cluster analysis, we divided the literature on hotel marketing management into four clusters, namely, literature regarding marketing reviews and frameworks, marketing strategies, services, and customers. These results pointed to some potential directions for future research in each cluster. This research can benefit researchers studying the current topics in the hotel marketing management field and help them recognize potential research areas. Additionally, it enables hoteliers to understand the benefits and processes of hotel marketing and defines the key elements of implementing a successful marketing campaign.

Keywords: marketing management; hotel industry; systematic review; text mining (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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