Strategies for Conducting Research In The Hospitality Industry

Abstract

This paper addresses fundamental research dilemmas, strategies, and tactics facing hospitality educators within the context of increasing industry and university expectations for research productivity. To date, collective hospitality research output has tended to be highly fragmented due to such factors as the wide variance in faculty academic preparation, the absence of uniform accreditation standards to guide the scope and thrust of scholarship, and the tendency toward topical, problem-oriented investigations. Ironically, recent literature reviews have suggested that even the predominant problem-oriented research approach has been of little value to the ongoing concerns of hotel and restaurant firms. In comparison with opportunistic and eclectic strategies, a programmatic research strategy is offered as one key to increasing the likelihood of publications that make a significant contribution to the hospitality literature. Tactical issues discussed include choosing a research stream, colleague collaboration within one's discipline, enrichment of theory and research methods, and increasing institutional research support. Current and future hospitality faculty should be encouraged to implement a programmatic research strategy in order to make real progress in solving the critical issues that confront the industry.