Open Access Publications
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Open access publications by faculty, postdocs, and graduate students in the Department of Hospitality And Sport Business Management.
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Browsing Open Access Publications by Subject "hospitality"
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Item Customer Lifetime Value: A Data Science Approach for Hospitality Applications(International Journal of Gaming, Hospitality and Tourism, 2022-11-04) Webb, Timothy; Cho, S. Ray; Legg, Mark P.Segmentation of databases based on Customer Lifetime Value (CLV) is the cornerstone of Customer Relationship Management (CRM). To implement CRM strategies, the hospitality industry relies heavily on loyalty programs to track customer behavior. Despite the prevalence of loyalty programs, little attention has been given to CLV model formulation in hospitality. This paper reviews the extant literature discussing CLV modeling and formulates a model with hospitality-specific considerations. Based on the literature, a phased approach is proposed using cluster and Markov chain analyses, while incorporating a new metric based on a customer’s expected trip cycle to identify lost customers in the non-contractual setting. The model is empirically tested on casino loyalty data to demonstrate the viability and robustness of the approach for hospitality sectors.Item Taking Vows to Save the Planet(International Journal of Gaming, Hospitality and Tourism, 2023-06-06) Visser, Grace; Kline, SherylThe events industry has a large environmental impact and carbon footprint. All aspects of events and event planning have negative environmental consequences. From the single-use products used (decor, dinnerware, and others) to the transportation needed by vendors and guests, the events industry continues to contribute to climate change. However, events are not going to go away. People will always want to gather together and celebrate, but if events are not going to go away, there needs to be a way to make them more sustainable so that they can continue being part of life. I propose that in order to make events more environmentally friendly, people must find creative ways to eliminate single-use materials (decorating with secondhand materials, reusing one’s own decorations, incorporating vintage dishes and silverware), and to support environmental organizations when reducing the specific event’s carbon footprint is not feasible.