Research papers note challenges, opportunities for tourism industry
Texas A&M Department of Hospitality, Hotel Management and Tourism’s research papers shine at prestigious conference
With seventeen research papers featured in a prestigious graduate conference’s recent proceedings, the Department of Hospitality, Hotel Management and Tourism at the Texas A&M College of Agriculture and Life Sciences, Bryan-College Station, continues to solidify its reputation as a national leader in the field.
The department’s faculty and students boasted two research papers selected as finalists for the best paper award among 340 submissions at the 30th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism hosted by the University of Houston and The Hong Kong Polytechnic University Jan. 2-4.
Three of the 17 department paper presentations focused on corporate sustainability, consumer behavior and technology adoption within the hospitality industry.
Sustainable and responsible tourism
“Having two papers among the 12 finalists is particularly significant for the Texas A&M program,” said Brian King, Ph.D., head of the Department of Hospitality, Hotel Management and Tourism. “The hospitality field is pretty new for us. I think we made our big splash at this conference.”
The first paper, “European Union’s Corporate Sustainability Reporting Policy and Its Implications on ESG Practice in Europe,” was co-authored by King and two colleagues: Seunghoon Lee, postdoctoral research associate and Huy “Robert” Gip, Ph.D., visiting assistant professor, along with Xiaodan Mao-Clark, Ph.D., and master’s student Cody-John Sakamoto from the University of Hawaii.
They explored the evolving landscape of environmental, social and governance, ESG, and policies within the European Union. The paper sheds light on how corporate sustainability reporting regulations are shaping ESG practices among European hospitality and tourism companies, offering crucial insights into the global shift toward responsible business operations.
“The study looked at ESG reports focusing on the European hospitality market because it’s mandatory – this is important because there are companies in North America that are also very concerned about sustainability issues even though reporting is not mandated,” Lee said.
Deciphering the impact of eco-endorsements on travelers
The other finalist, “Unlocking the Green Travel Code: Discovering What Makes Eco-Endorsements on Online Booking Sites Click with Travelers,” investigates the effectiveness of eco-labels in influencing traveler decisions. Ziyi “Maria” Wu, Department of Hospitality, Hotel Management and Tourism doctoral candidate, wrote the paper along with her committee chair, Po-Ju Chen, Ph.D., professor, and collaborators from Iowa State University, Hyei Rin “Hayley” Joo, doctoral candidate, Joan Su, Ph.D. and Ken Tsai, Ph.D.
Due to the growing demand for eco-friendly travel options, the study provides valuable insight into consumer psychology, marketing strategies and digital platforms that promote eco-friendly hospitality services.
Eco-conscious travelers are reshaping the tourism industry, King said, and the program’s faculty and students are helping shape best practices for this emerging and likely long-lasting tourism trend.
Bridging tradition and technology with social robots
The third notable contribution submitted at the conference, “Tech Meets Tradition: Exploring Consumer Acceptance with Social Robots Across Baby Boomers to Gen Z,”also authored by Wu, Tsai and Chen, examines generational differences in the consumer acceptance of social robots in the hospitality sector.
Artificial intelligence and automation are increasingly becoming integrated into customer service, making it crucial for hospitality businesses to understand how different age groups interact with these innovations.
