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Sustainability in Hospitality Marketing during the COVID-19 Pandemic. Content Analysis of Consumer Empirical Research

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  • Maja Šerić

    (Department of Marketing and Market Research, University of Valencia, 46022 Valencia, Spain)

  • Mario Šerić

    (MarCon, 21000 Split, Croatia)

Abstract

This study performs content analysis of consumer empirical research dealing with sustainability issues in hospitality marketing literature during the outbreak of COVID-19. Papers published in the Social Sciences Citation Index (SSCI) ranked hospitality journals from January 2020 up to and including May 2021 are reviewed. The total of 46 papers met the search criteria and were subject to content analysis. The reviewed papers are classified based on research topics, variables, and themes; method and study design; data analysis; sample; industry; and location. Consumer perceptions are the dominant research theme, followed by technology innovation, communication and media, consumer emotions and psychological conditions, and other themes. Quantitative research is the main method with online surveys mostly used for study design. Analysis of moderation/mediation is the most frequently employed analytical method, whereas the majority of investigated samples have more than 300 cases. The restaurant industry received the highest attention, followed by hotel and other lodging industries, while the USA and Greater China are the most investigated geographical areas. Research findings are discussed according to the identified research themes and specific directions for future research are provided.

Suggested Citation

  • Maja Šerić & Mario Šerić, 2021. "Sustainability in Hospitality Marketing during the COVID-19 Pandemic. Content Analysis of Consumer Empirical Research," Sustainability, MDPI, vol. 13(18), pages 1-26, September.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:18:p:10456-:d:639392
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    References listed on IDEAS

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    1. Jinsoo Hwang & Insin Kim & Muhammad Awais Gulzar, 2020. "Understanding the Eco-Friendly Role of Drone Food Delivery Services: Deepening the Theory of Planned Behavior," Sustainability, MDPI, vol. 12(4), pages 1-12, February.
    2. Matthias Breier & Andreas Kallmuenzer & Thomas Clauss & Johanna Gast & Sascha Kraus & Victor Tiberius, 2021. "The role of business model innovation in the hospitality industry during the COVID-19 crisis," Post-Print hal-03514806, HAL.
    3. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. "Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 78-90, June.
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    1. Maria M. Serrano-Baena & Rafael E. Hidalgo Fernández & Carlos Ruiz-Díaz & Paula Triviño-Tarradas, 2023. "Promoting the Sustainable Recovery of Hospitality in the Post-Pandemic Era: A Comparative Study to Optimize the Servicescapes," IJERPH, MDPI, vol. 20(2), pages 1-23, January.
    2. Zakaria Elkhwesky & Islam Elbayoumi Salem & Michal Varmus & Haywantee Ramkissoon, 2022. "Sustainable practices in hospitality pre and amid COVID‐19 pandemic: Looking back for moving forward post‐COVID‐19," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(5), pages 1426-1448, October.
    3. Verma, Anuj & Chakraborty, Debarun & Verma, Meenakshi, 2023. "Barriers of food delivery applications: A perspective from innovation resistance theory using mixed method," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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