The evolution of marketing research

Purpose – The purpose of this study is to provide a domain statement for hospitality marketing research. The objectives of the study are to analyze the evolution of hospitality marketing research over the past 25 years, determine how the research paradigms changed over time in hospitality marketing relative to mainstream marketing and provide scholars with suggestions for developing and managing a marketing research agenda. The findings of this study help not only scholars involved in marketing research but also hospitality scholars across all disciplines. Design/methodology/approach – A content analysis of > 1,700 marketing articles is provided, with articles published in three leading hospitality journals and one mainstream marketing journal over a 25-year period. Additionally, the authors consulted leading hospitality scholars to solicit their views and suggestions on hospitality marketing research. Findings – The results show the evolution of hospitality marketing over a 25-year period. This provides insights into how hospitality has unique aspects, which can lead to contributions in mainstream marketing. Originality/value – Due to its longitudinal nature and breadth (e.g., number of journals covered), this is the most comprehensive study of hospitality marketing research. The findings of the study provide direction for all hospitality scholars as well as those involved in hospitality marketing research.