Hospitality marketing research: Recent trends and future directions

This article reviews the hospitality marketing research published in four top hospitality journals from 2008 to 2010 for the purposes of identifying significant trends and gaps in the literature. A total of 274 articles are reviewed and classified based on research topic, industry focus, and analysis technique as well as on a number of other methodological criteria. Significant topical and methodological trends are discussed. Important topical trends are synthesized and specific directions for future research are proposed. We conclude with the presentation and discussion of an organizational framework for future hospitality marketing research.

► Hospitality marketing research published in top journals from 2008 to 2010 is reviewed and synthesized. ► Classifications based on research topic, industry focus, analysis technique, and other methodological issues are included. ► Significant trends and directions for future research are discussed.