research topics on tourism and hospitality management

100+ Tourism Research Topics: Trends and Future Directions

Tourism research stands at the crossroads of exploration and understanding, dissecting the intricacies of an industry that transcends geographical boundaries. In this blog, we delve into the realm of tourism research topics, examining their importance, trends, popular areas of study, challenges faced by researchers, and the future directions that the field is poised to take.

Key Trends in Tourism Research

Table of Contents

Sustainable Tourism

Sustainable tourism has become a cornerstone of research in recent years, reflecting the global shift towards eco-conscious travel. Researchers are delving into the intricate balance between satisfying the wanderlust of tourists and preserving the environment.

Initiatives such as wildlife conservation, eco-friendly accommodations, and community engagement are key focus areas.

Technology in Tourism

The pervasive influence of technology on tourism cannot be overstated. From online booking platforms to virtual reality experiences, researchers are exploring the impact of technology on travel behavior.

Emerging areas of study include the use of artificial intelligence in personalized travel recommendations and the implications of augmented reality for enhancing tourist attractions.

What is the Importance of Tourism Research for Students?

Tourism research holds significant importance for students pursuing studies in various disciplines, including tourism management, hospitality, business, sociology, and environmental studies. Here are some key reasons why tourism research is valuable for students:

Academic Enrichment

Increases Understanding: By conducting study on the tourist business, students may increase their comprehension of the intricate relationships between the economic, social, cultural, and environmental facets of the sector.
Application of Theoretical information: This increases the practical relevance of their education by giving them the chance to apply the theoretical information they have learned in the classroom to real-world situations.

Skill Development

Research Skills: Gathering, analyzing, and interpreting data are just a few of the vital research skills that come from conducting tourist research. These abilities are adaptable and useful in a range of work environments.
Communication abilities: Through research papers, presentations, and conversations, students learn how to effectively express their results, which improves both their writing and spoken communication abilities.

Industry Insights

Current Trends and Issues: Research allows students to stay abreast of current trends, challenges, and emerging issues in the tourism industry. This awareness is crucial for adapting to the dynamic nature of the field.
In-Depth Knowledge: By delving into specific tourism research topics, students gain in-depth knowledge of particular sectors within the industry, positioning themselves as experts in specialized areas.

Career Opportunities

Competitive Advantage: Having experience in tourism research can provide students with a competitive advantage in the job market. Employers value candidates who can bring a research-driven perspective to decision-making.
Diverse Career Paths: Whether in academia, policy-making, destination management, or market analysis, a background in tourism research opens doors to a variety of career paths within the broader field of tourism and hospitality.

Contributions to Sustainable Practices

Environmental and Social Responsibility: Tourism research often focuses on sustainable practices. Students, through their research, can contribute ideas and solutions for promoting responsible tourism, minimizing negative impacts on the environment and local communities.

Global Perspective

Cultural Awareness: Researching diverse tourism topics exposes students to various cultures, traditions, and perspectives. This global perspective is crucial in an industry where interactions with people from different backgrounds are common.

Problem-Solving Skills

Analytical Thinking: Research involves analyzing complex issues and developing solutions. This cultivates students’ analytical thinking and problem-solving skills, valuable attributes in any professional setting.

Personal Growth

Confidence Building: Successfully conducting research and presenting findings builds students’ confidence in their abilities. It empowers them to tackle challenges and approach tasks with a systematic mindset.

In summary, tourism research is a multifaceted learning experience that goes beyond textbooks, providing students with the skills, knowledge, and perspectives needed for a successful and impactful career in the tourism industry or related fields.

Challenges and Opportunities in Tourism Research

Data collection and analysis.

While technology has streamlined data collection, challenges persist in ensuring data accuracy and relevance. Researchers are exploring advanced methodologies, such as big data analytics and machine learning, to overcome these hurdles and derive meaningful insights.

Globalization and Tourism

The globalization of the tourism industry poses both challenges and opportunities. Researchers are scrutinizing the impact of global trends on local economies, cultural identities, and the environment. Striking a balance between global and local interests is a complex task that requires careful consideration.

Future Directions in Tourism Research

Emerging tourism destinations.

The landscape of tourist destinations is ever-evolving. Researchers are turning their attention to emerging destinations, investigating the factors that contribute to their rise and the implications for the broader tourism industry.

This includes understanding the appeal of off-the-beaten-path locations and the potential challenges associated with their sudden popularity.

Post-Pandemic Tourism

The COVID-19 pandemic has reshaped the tourism industry in unprecedented ways. Researchers are exploring the long-term effects of the pandemic on travel behavior, destination preferences, and the overall structure of the tourism sector.

Strategies for recovery and resilience are also under the microscope as the industry adapts to the new normal.

Resources for Tourism Research Topics

Academic Journals and Publications: Leading academic journals in tourism research, such as the “Journal of Sustainable Tourism” and the “Annals of Tourism Research,” provide a wealth of knowledge for researchers. These publications cover a wide array of topics, from sustainable practices to cultural tourism.
Conferences and Events: Attending conferences and events, such as the “International Conference on Tourism Research” and the “World Tourism Forum,” offers researchers the opportunity to engage with peers, present their work, and stay abreast of the latest developments in the field.
Online Databases and Research Platforms: Online databases, including Google Scholar, ResearchGate, and Tourism Management Database , provide access to a vast repository of research articles, theses, and reports. These platforms facilitate collaboration and information exchange among researchers.

In conclusion, the landscape of tourism research topics is vast and dynamic, reflecting the multifaceted nature of the tourism industry. As researchers continue to explore sustainable practices, emerging trends, and the post-pandemic landscape, the importance of their work cannot be overstated.

By navigating the challenges and embracing the opportunities presented, tourism researchers contribute to a more informed and resilient industry, ensuring that the joy of travel remains accessible for generations to come.

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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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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

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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

Virtual reality

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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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Tourism and Hospitality Dissertation Topics and Titles

Published by Grace Graffin at January 10th, 2023 , Revised On April 16, 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 tourism dissertation topics. These topics are recent, relevant, and exploratory enough for you to conduct a comprehensive research study.

We can even customize 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.

Tourism Research Topics for 2024

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 towards making green and sustainable measures for the 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 is also helping you develop a better understanding of 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 be focusing 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; and 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 in influencing consumers’ search, decide and book hotels.

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.

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 Organization (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 being adversely affected by the coronavirus pandemic. This research will employ primary research methodology to gather data from the key stakeholders of the Emirates hoteling industry to assess whether or not the ongoing Covid-19 crisis is causing panic and financial damages to the hoteling 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.

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

Tourism and Hospitality Dissertation Topics for 2023

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 Hazards on the Tourism Industry of the UK: Recommending Effective Measures to Minimise Risk.

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 Chinese heritage is perceived by British tourists 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 on existing tourism and hospitality theories – i.e., to add value and interest in your research topic.

The field of tourism and hospitality is vast and interrelated to so 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 articular, 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, 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 the 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 analysing published and unpublished literature available on the chosen research topic, in light of 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. Break down 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: 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 regards to 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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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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Zheng D., Luo Q., Ritchie B.W. Afraid to travel after COVID-19? Self-protection, coping and resilience against pandemic ‘travel fear. Tourism Management. 2021; 83 doi: 10.1016/j.tourman.2020.104261. [ CrossRef ] [ Google Scholar ]
Zopiatis A., Papadopoulos C., Theofanous Y. A systematic review of literature on hospitality internships. Journal of Hospitality, Leisure, Sports and Tourism Education. 2021; 28 doi: 10.1016/j.jhlste.2021.100309. [ CrossRef ] [ Google Scholar ]

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USA Launches New Hospitality and Tourism Concentrations

Joy Crawford

file photo of a table in an events space data-lightbox='featured'

The University of South Alabama Department of Hospitality and Tourism Management in the College of Education and Professional Studies is launching two new concentrations, global leadership and events marketing and management, under its bachelor’s degree program.

For those who seek to shape the future of a vibrant and evolving industry, South’s hospitality and tourism concentrations will start in the fall semester of 2024.

“With the new concentrations in global leadership and events marketing and management, our program in Hospitality and Tourism Management is uniquely positioned to provide students with the knowledge and skills that hospitality and tourism employers demand,” said Dr. Angela Barlow, dean of the College of Education and Professional Studies. “This will, in turn, lead to successful careers for our students in the fast-growing areas of leisure and hospitality. Whether a student desires to be the operations manager for a cruise line or an event planner for a resort, this program will help them grow as professionals through meaningful experiences provided by our community and industry partners.”

The servant leadership being modeled to South students will help them stand out in an industry that will produce future leaders through innovative business-education partnerships.

“The new concentrations in global leadership and events marketing and management were developed through a robust planning process and were not arbitrary,” said Dr. Khal Nusair, chair of the Department of Hospitality and Tourism and Management. “Over the duration of a three-step planning method, we analyzed hospitality and tourism programs at the state and national levels, sought the feedback of our advisory board and gathered data from industry partners and alumni.”

In the global leadership concentration, students build problem-solving, communication, critical thinking and analytical skills to excel in the global hospitality and tourism industry.

“It’s important to note these specialized programs will strengthen our existing industry ties and develop new partnership opportunities with stakeholders from the hospitality and tourism industry,” Nusair said. “Thanks to hospitality and tourism industry partners’ guidance and support during the program restructuring efforts, the program has been positively transformed. This couldn’t have been accomplished without their dedication and commitment to our success.”

According to President and CEO of Visit Mobile David Clark, who also serves as president of South’s Hospitality and Tourism Advisory Board Executive Committee, the new concentrations will open doors to many career opportunities.

“USA continues to raise the bar with its education and career offerings to help students earn the right to lead,” Clark said. “Adding global leadership and events marketing and management will significantly enhance students’ ability to make a huge impact on their career path and advancement.”

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Financial and Economic Tools Used in the World Hospitality Industry: Proceedings of the 5th International Conference on Management and Technology in Knowledge, Service, Tourism & Hospitality 2017 (SERVE 2017), 21-22 October 2017 & 30 November 2017, Bali, Indonesia & Moscow, Russia Hardcover – June 8 2018

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The 2017 Fifth International Conference on Management and Technology in Knowledge, Service, Tourism & Hospitality (SERVE 2017) was held on 21-22 October 2017 and on 30 November 2017, in Bali, Indonesia and at the Financial University under the Government of the Russian Federation, Moscow, Russia. The theme of the conference was "Financial and Economic Tools Used in the World Hospitality Industry".

Conference contributions dealt with various interdisciplinary research topics, particularly in the fields of social sciences, economics, business, management, education, and finance. Through this conference proceedings volume, we propose to launch a renewed discussion of how financial and economic tools can be used in the world hospitality, service, and tourism industries. The purpose of this volume is to develop new theoretical and empirical knowledge that explores the possibilities of developing tourism, hospitality, service industries in sharing economy. These proceedings should be of interest to academics and professionals in the wider field of social sciences, including disciplines such as education, psychology, tourism and knowledge management.

ISBN-10 1138553972
ISBN-13 978-1138553972
Edition 1st
Publisher CRC Press
Publication date June 8 2018
Language English
Dimensions 17.15 x 1.91 x 24.77 cm
Print length 298 pages
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Publisher ‏ : ‎ CRC Press; 1st edition (June 8 2018)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 298 pages
ISBN-10 ‏ : ‎ 1138553972
ISBN-13 ‏ : ‎ 978-1138553972
Item weight ‏ : ‎ 453 g
Dimensions ‏ : ‎ 17.15 x 1.91 x 24.77 cm

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Journal of Hospitality & Tourism Research

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

Introduction

Study background

The relationship between tourism and hospitality

Customer value co-creation in tourism and hospitality

AI, Metaverse, and new technologies in tourism and hospitality

Methodology

Search strategy and selection criteria

Study selection and analysis procedure

Studies demographics

Publication years and journals

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?

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

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?

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?

Discussion and implications

Theoretical implications

Practical implications

Limitations and future research

Availability of data and materials

Change history

Abbreviations

Acknowledgements

Author information

Contributions

Corresponding author

Ethics declarations

Consent for publication

Additional information

Supplementary Information

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Tourism and Hospitality Dissertation Topics and Titles

Introduction

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