tourism and hospitality management journal
I am honored to serve on the founding editorial board of the Journal of Tourism and Hospitality. The team at OMICS Publishing Group has worked tirelessly to lay the groundwork for the successful launch of the journal in the academic research community.
Many will ask is another tourism and hospitality journal needed. The question is a valid one. In the late 1980’s, journals entirely devoted to our field were JTR, ATR, TM, JTTM, and the JHTR (formerly the Journal of Hospitality Research). Today our journals exceeded 100. Do researchers have enough time and journal subscription budgets to avail themselves of what is being published? Is there enough quality research being produced to make all these journals necessary?
Two important issues of change for leisure and tourism services will be the changing age demographics and Micro Trends related to leisure behavior. For example in the U.S., there will be a large population shift when the Boomer generation (born 1946-1964) starts retiring in after 2011. As this shift occurs, the Boomer generation will be able to manage time differently while the X generation (born 1965-1976) and Y generation (born 1977-1999) will be poised to change working positions and earn more discretionary money. In addition, there will be more public awareness for Micro Trends related to leisure behavior that could enhance the tourism experience.
One of a firm’s essential assets is a well-established brand name that provides competitive advantages, both tangibles and intangibles, on its performance. Effective management of a brand creates an identity for products and services and differentiates them from its core competitors. For that reason, building and managing strong brands have been considered a key driver of success in the hospitality industry. Kotler et al. defined a brand as “a name, term, sign, symbol, design, or a combination of those elements intended to identify the goods and services of a seller and differentiate them from competitors” (p. 239).
The primary focus of brand management was on identification of components (i.e., identify the source or makers of a product) until leading companies started to differentiate their products and services through a symbolic and elusive meaning system embedded under their brand names. The importance of brand management was further amplified when the greatest number of launching new brands, brand extensions, and product tiers occurred in the 1980s. This trend leads in an era of brand management research. One reason for the explosion of new hotels and restaurants in this period was that the baby boomer generation entered its peak earning years with different lifestyles and increased number of dual income families.