Select Research on Organizations from the 2014 Cornell Hospitality Research Summit
It goes without saying that change is inevitable in hospitality and service organizations, as the competitive marketplace changes and as the interaction between organizations and their customers and employees evolve. The Cornell Hospitality Research Summit (CHRS) held in October 2014 was organized to examine service innovation in a new light, focusing on a scientific and disciplined approach to the topic. This report is the second of four that feature expanded summaries of select research on service innovation. This second report highlights innovative strategies related to organizational change, including an unexpected outcome for implementing change in European organizations, how to identify and market to “persuadable” guests, and proposed new directions for hotel rating systems.
This report highlights six research presentation addressing organizational issues:
• “What Your Guests Seek in a Hotel Stay,” by John Timmerman and Daniela Yu (page 3);
• “Implementing Innovation in European Hotels” by Cathy Enz and Sean Way (page 8);
• “Focusing Direct Marketing Promotions on the Persuadable Guest,” by Richa Kapoor, Anil Kaul, and Guha Athreya (page 11);
• “Using Eye Tracking to Understand Consumers’ Consideration in the Online Lodging Purchase Decision, by Breffni Noone and Stephani Robson (page 13);
• “Incorporating Guest Reviews into Hotel Classification Systems: A Modest Proposal,” by Anita Bloomberg-Nygard, Chris Anderson, and Christopher Imbsen (page 16);
• “Elements of a World Hotel Rating System,” by Roger Kaiser (page 20)
Contributor, A. A., & Contributor, B. B., (2014, October). Title of selection. In Enz, C. E., & Verma, R. (Co-chairs), The New Science of Service Innovation. Symposium conducted at the Cornell Hospitality Research Summit, Ithaca, NY.