Prelims

Half Title Page

The Emerald Handbook of Luxury Management for Hospitality and Tourism

Endorsement

The Emerald Handbook of Luxury Management for Hospitality and Tourism, from editors Anupama S. Kotur and Saurabh Kumar Dixit, investigates the challenges of creating luxury experiences in a post-pandemic world, as managers and guests alike increasingly embrace sustainability. From Oman to Delhi, Norway to the Caribbean, this compendium offers historical perspectives and of-the-moment insights on curating meaningful sensory experiences. Social sustainability and the role of technology are also discussed in detail. For those who create and manage luxury experiences, whether in Michelin-starred restaurants or resorts; or who engage in scholarly research in the field of luxury consumption, this comprehensive book is a must-read.

–Professor Annamma Joy, PhD, The University of British Columbia, Canada

Luxury Tourism and Hospitality are still a neglected issue, a privilege of few that is perceived with some prejudice. This Handbook is one more contribution to shape this trend and bring to the discussion a cutting-edge topic that will pave tourism development in forthcoming years. The Handbook looks at the concept and historical perspectives of luxury and introduces the reader to the challenges of managing and marketing luxury within a contemporary perspective of luxury where technology is the leading figure. This edited book shifts the negative perspective of luxury by relating it with sustainability and mirroring luxury trends after the lurking oddness the pandemic brought to the world. With contributions from international experts in the field, The Emerald Handbook of Luxury Management for Hospitality and Tourism provides a research-led perspective of luxury tourism and hospitality from different angles in major tourist newcomers; a must-have volume.

–Professor Antonia Correia, PhD, University of Algarve, Portugal

Waiting for resorts to open in space, luxury travelers are craving for unique sensory experiences. From wineries in Australia to fjords in Norway, this Handbook provides tourism and hospitality executives with ‘Les Clefs d'Or’ (the Golden Keys) to successfully target, attract and retain their luxury personas. A mandatory read!

–Professor Diana Derval, PhD, EMBA, Chair of Derval Research and Author of Designing Luxury Brands: The Science of Pleasing Customers' Senses

Title Page

The Emerald Handbook of Luxury Management for Hospitality and Tourism

Edited by

Anupama S. Kotur

Symbiosis International (Deemed University), India

Saurabh Kumar Dixit

North-Eastern Hill University, India

United Kingdom – North America – Japan – India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2022

Copyright © 2022 by Emerald Publishing Limited

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British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-83982-901-7 (Print)

ISBN: 978-1-83982-900-0 (Online)

ISBN: 978-1-83982-902-4 (Epub)

Dedication

In memory of late Dr Andy Hayes, whose contribution to the Handbook and to the domain of hospitality luxury is invaluable

Saurabh dedicates this book to Suchetan (his brother-in-law), who succumbed to COVID-19 on 7 May 2021

Anupama dedicates this book to her parents Sarojini and Somaling Kotur, and husband Ashwin Kaddi

List of Figures and Tables

About the Editors

Anupama S. Kotur (Kaddi), PhD, is an Assistant Professor at the Symbiosis Centre for Management Studies, Symbiosis International (Deemed University), Pune. She is an expert in E and Mobile learning for travel and tourism professionals with an experience of working with several global leisure and tourism brands. She has also developed and delivered a number of training programs for luxury tourism and cruise line brands. Her research interests include Wine Tourism, Luxury Tourism and Destination Imagery studies. Anupama can be contacted at anukotur@gmail.com.

Saurabh Kumar Dixit, PhD, is an Associate Professor and founding Head of the Department of Tourism and Hotel Management, North-Eastern Hill University, Shillong (Meghalaya), India. His research interests include Consumer Behaviour, Gastronomic Tourism, and Experiential Management and Marketing in hospitality and tourism contexts. He has 15 books to his credit, including The Routledge Handbook of Consumer Behavior in Hospitality and Tourism (2017), The Routledge Handbook of Gastronomic Tourism (2019), The Routledge Handbook of Tourism Experience Management and Marketing (2020), Tourism in Asian Cities (2020), Tourism in India: Marketing Perspectives (2021) and Consumer Behavior in Hospitality & Tourism (2021). Presently he is editing The Routledge Handbook of Wine Tourism and Teaching Cases in Tourism, Hospitality and, Events (CABI) to be published in 2022. He is an editorial board member and guest editor of many international journals such as International Journal of Contemporary Hospitality Management; British Food Journal; Journal of Research in Interactive Marketing; Tourism Recreational Research; Anatolia; Journal of Hospitality, Leisure, Sport & Tourism Education; Journal of Foodservice Business Research; Qualitative Market Research and Journal of Global Scholars of Marketing Science, etc. He can be contacted at saurabh5sk@yahoo.com. His detailed profile can be seen at https://www.routledge.com/authors/i15903-saurabh-dixit.

About the Contributors

Cesare Amatulli is Associate Professor of Marketing at the University of Bari, Italy, and Adjunct Professor of Branding at LUISS University (Rome). He has taught at EMC Business School (Paris) and IUM (Monte Carlo). He has been Visiting Researcher at the Ross School of Business (USA). His research focuses on consumer behaviour, luxury consumption and sustainable consumption. He has published three books and several articles in major academic journals.

Arup Kumar Baksi is working as a Professor in the Department of Management and Business Administration, Aliah University, Kolkata, West Bengal, India. His area of research includes Customer Relationship Management, Service Quality Modeling and Tourism Branding. He has obtained his PhD from the University of Burdwan, West Bengal (India).

Adela Balderas-Cejudo, PhD, is a Lecturer at ESIC Business and Marketing School, and coordinator of the Management Area and coordinator of the Master's programmes at Basque Culinary Center, Spain. Adela Balderas-Cejudo is Research Fellow at Oxford University (UK). Dr Balderas completed executive training programmes in Professional Coaching and Leadership at New York University, Stanford University and Harvard University (USA). She is Visiting Lecturer at various international universities and the Ecole hôtelière de Lausanne, Switzerland.

Pierre Benckendorff is an Associate Professor and an award-winning educator and researcher specialising in tourist behaviour, experiences, design, technology, and tourism education and training. He is presently associated with the University of Queensland Business School, Australia.

Paridhi Brahma is a Research Scholar at the Department of Business Administration, Tezpur University, Assam, India. His research interests are in avitourism, community-based tourism and sustainable tourism.

Vinay Chauhan is a Professor at the Business School and Dean, Student Placement at the University of Jammu, India. He has also served as Dean (Planning and Development), Himachal Pradesh Technical University, besides holding several academic and administrative positions like UGC Nominee of SAP programme – Dibrugarh University; Visitor nominee – Assam Central University, etc. His interest areas include Tourism Management, Consumer Behaviour, Retail Marketing and Marketing Research. He has to his credit excellent research work in various refereed journals, edited books, funded research projects while also being on the editorial board of several journals.

P. Monica Chien holds a PhD in Marketing and is a Senior Lecturer within the University of Queensland Business School, Australia. Her scholarly interests lie in the field of Consumer Behavior in marketing, tourism and sport. She specialises in the examination of consumer information processing and behavioural change using experimental studies.

Barbara Czyzewska is Academic Dean and Head of Luxury Marketing and Brand Management Specialisation at Glion Institute of Higher Education in Switzerland. Prior to joining Glion, she served as Course Leader for MA in Luxury Hospitality Management at University of West London. Her research interests focus particularly on the history of luxury hotels as well as luxury brand management.

Anni Ding, MS, is a PhD candidate of the Conrad N. Hilton College of Hotel and Restaurant Management at the University of Houston. Her research focuses on branding, advertising and sustainability.

Mona Eskola is a doctoral student of tourism research at the University of Lapland, Faculty of Social Sciences, Multidimensional Tourism Institute (MTI), Finland. Her research interests are in the areas of experiential luxury, tourism and hospitality experiences, the body, and embodiment, sociomateriality, affect, and ethnographic methodologies.

Susana Fernández-Lores has a PhD in Marketing from Complutense University Madrid, UCM. She is a Senior Lecturer at ESIC Business and Marketing School, Head of the bachelor's degree in marketing at ESIC Business and Marketing School. She is Editor-in-Chief of International Academic Journal of Communication Research; author of several book chapters and academic papers; speaker at academic and professional conferences and co-author of the Work Experiential Engagement model. Her research is focused on branding, communication and new technologies.

José-Carlos García-Rosell, PhD, is a Senior Lecturer at the University of Lapland, Faculty of Social Sciences, Multidimensional Tourism Institute (MTI), Finland. He works in the fields of corporate social responsibility, business ethics and responsible management education. His current research agenda focuses on human–animal relations, sharing economy, tourism experiences and experiential learning.

Diana Gavilan has a PhD in Economics and a BA in Sciences Information (Extraordinary award) from Complutense University, Madrid, Spain. She is Assistant Professor of Marketing at Complutense University. She has co-authored Work Experiential Engagement model, two books and more than 40 published academic articles. She is a regular lecturer in professional forums. Her research interests are in the field of consumer experience and sensory marketing.

Chandan Goswami is a Professor of Marketing at Tezpur University, Assam, India. He has authored and co-authored many book chapters and research papers. He has more than 25 years of teaching and research experience. His research interest focuses on marketing, advertising and tourism.

Ulrike Gretzel is a Senior Fellow at the Centre of Public Relations, University of Southern California and Director of Research at Netnografica. Her research focuses on persuasion in human–technology interactions, smart technologies and intelligent systems, tourism experiences, online and social media marketing, adoption and use of technologies, as well as non-adoption and digital detox.

Gianluigi Guido is a Full Professor of Marketing at the University of Salento, Italy. He has been a professor at the University of Padua, Sapienza and LUISS University of Rome, Italy, and visiting researcher at the University of Florida at Gainesville, and Stanford University, USA. He has published 20 books and more than 250 articles in major scholarly journals in marketing and consumer behaviour.

Vikas Gupta is an alumnus of Amity University, Uttar Pradesh, India, and holds a PhD in Hospitality. He has rich and extensive teaching experience for more than 14 years in both India and abroad with some renowned names. His primary research areas include gastronomy, talent management and consumer behaviour. His work is widely published in national and international journals.

Deep Jyoti Gurung is Assistant Professor at the CHRIST Deemed to be University, Bengaluru, India. His research interest focuses on tourism marketing and consumer behaviour with special interest on the impact of social media on tourism. He has received his PhD from Tezpur University, Assam (India).

Minni Haanpää, PhD, is a Senior Lecturer at the University of Lapland, Faculty of Social Sciences, Multidimensional Tourism Institute (MTI). Her research interests are in the areas of tourism and event experiences, co-creation, affect and ethnographic methodologies, especially videography and autoethnography.

Tracy Harkison is the programme leader for the Bachelor of International Hospitality Management in the School of Hospitality and Tourism at Auckland University of Technology, Auckland, New Zealand. She has worked for 14 years in luxury hotels and lodges. Her research interests include co-creating luxury accommodation experiences, hospitality education and hospitality human resource management.

Andy Heyes holds numerous positions within organisations in the United Kingdom and mainland Europe. He is actively researching the luxury hospitality field and has published research in academic journals, authored and contributed numerous book chapters on hotel operations and strategic brand management, and presented at international conferences both in Europe and the Middle East.

Clare Hindley is a Professor in the Language and Communication Department at IU International University of Applied Sciences in Bad Honnef-Bonn, Germany. She lectures primarily in research methods and communication modules and is a university research coordinator. Her international career in business and education has been diverse in location and focus, but language, culture and communication have remained the guiding lights with interest in cross-disciplinary studies. Her recent research publications focus on areas of hospitality, tourism, management education, culture and sociology.

Warinthorn Kachendecha is a Lecturer of MICE, Faculty of Hospitality and Tourism Industry, Rajamangala University of Technology Rattanakosin, Thailand. Her research interests lie in tourism marketing, event management and sustainability.

Sandeva Khajuria has an MBA in Hospitality and Tourism Management. She has qualified for the National Eligibility Test and pursued a PhD in Tourism Management, on the topic ‘Risk Perception and Visiting Intentions of Tourist in North India’. She has also worked at School of Hospitality and Tourism Management, University of Jammu, India, as a contractual faculty. Her research papers have been published in various national and international journals. She has also presented papers at conferences and attended workshops and seminars.

Suvidha Khanna has been working as an Assistant Professor at SHTM, University of Jammu, India, since 2007. Before that, she worked in the Department as UGC-JRF for two years. She pursued a doctorate in the area of hospitality, relating to Gender issues and HRM. She also has degrees in PGDBA, PGDJMC and PGDHRM. Her articles and research papers have been publishing in various books, magazines and journals. She has also participated in national and international conferences and seminars. She has been secured the best paper award at the Indian Hospitality Congress, 2008.

Amnaj Khaokhrueamuang is an Associate Professor of Tourism at the School of Management and Information, University of Shizuoka, Japan. His research interest is a focus on rural tourism–related issues associated with community development, agricultural extension, culture and heritage, and sustainability.

Mohit Kukreti is former Program Director of the International Business Administration Program at the Ministry of Higher Education, Oman, DG of Applied Science Colleges. He is currently associated with the newly established Government University of Technology and Applied Sciences in Oman. His areas of interest are in Human Resources Development and Tourism Planning and Development.

Josef Kunc is an Associate Professor at the Department of Regional Economics and Administration, Faculty of Economics and Administration, Masaryk University, Czech Republic. His research activities primarily deal with consumer's preferences and shopping behaviour, special interest tourism and sustainable development, mainly from an economic and spatial perspective.

Gabriel Laeis is a Professor of Hospitality Management at the IU International University of Applied Sciences located in Bad Honnef, Bonn, Germany. He has a keen interest in gastronomy, food and sustainability. Gabriel holds a BA in Hotel Management and an MSc in Organic Agriculture and Food Systems and has worked for several restaurants, hotel chains and hospitality management consultancies. For his PhD in Development Studies at Massey University, he looked at the role of cuisine in tourism–agriculture linkages in Fiji. Gabriel has co-organised the first conference on tourism and the SDG in Auckland and published in leading hospitality journals and textbooks.

Kuan-Huei Lee is an Associate Professor at the Singapore Institute of Technology. She graduated from the University of Queensland, with a PhD in Tourism Management and holds an MBA from the University of Illinois at Urbana-Champaign. She accumulated many years of industry experience in hospitality businesses. Her research interest includes food tourism, food and beverage management and cross-cultural studies of tourists.

Tiffany S. Legendre, PhD, is an Assistant Professor in the Conrad N. Hilton College of Hotel and Restaurant Management at the University of Houston. Her research focuses on branding and sustainability, and her teaching concentrates on food and beverage management, sustainability and research methods.

Willy Legrand is a Professor of Hospitality Management at the IU International University of Applied Sciences located in Bad Honnef, Bonn, Germany. He is the lead author of Sustainability in the Hospitality Industry: Principles of Sustainable Operations as well as Social Entrepreneurship in Hospitality: Principles and Strategies for Change and the co-editor of the Routledge Handbook of Sustainable Food and Gastronomy. Prof. Legrand is Guest Chief Editor of the Hotel Yearbook Sustainable Hospitality 2018 and 2020 Special Editions. He chairs the Hospitality Net World Panel on Sustainability in Hospitality. This panel is supported by more than 80 experts across many fields, including food, energy, water, waste, facilities, communication, social and strategy.

Sandra Maria Correia Loureiro, PhD, is an Associate Professor at Instituto Universitário de Lisboa (ISCTE-IUL), Portugal, and she is the Director of the PhD in Management, specialising in Marketing and the PhD in Tourism Management. Her current research interests include relationships between marketing and tourism marketing issues connected to VR, AR and AI. Her papers have been published in a variety of peer-reviewed journals that include Journal of Marketing, Journal of Retailing, Tourism Management, Tourism Management Perspectives and International Journal of Hospitality Management. She has written several books and book chapters connected to tourism and hospitality.

Gema Martinez-Navarro has a PhD in Economics from Complutense University at Madrid and a BA in Business Administration from Carlos III University (Madrid). Currently, she is an Associate Professor of Marketing at Complutense University. She has authored several academic and professional articles. Recently she published Fashion Marketing. Her research interests are in the fields of fashion, tourism and new technologies.

Xiang Ying Mei is Associate Professor in Marketing at Inland Norway University of Applied Sciences, Norway. She holds a PhD in Tourism Management from the University of Queensland, Australia. Her research interests range from government policies, innovation, regional development, tourism management and development, experience economy, consumer behaviour and marketing, to digital learning tools and student engagement in higher education.

Dam Xuan Minh has a Master of International Tourism and Hospitality Management from James Cook University Singapore. He is working at the Consular Section of the Royal Embassy of Saudi Arabia in Hanoi. He has a research interest in overtourism and heritage tourism. With over five years of professional working experience in luxury hotels in various positions related to sales and marketing, he continues to be updated with local and international travel agents in Vietnam.

Katarzyna Minor is a Lecturer in Hospitality Management at Cardiff School of Management and a Researcher at Welsh Centre for Tourism Research, based at Cardiff Metropolitan University. Her research interests include hospitality and tourism management, focusing on digital media, user-generated content and social media in the hospitality industry. She is involved in a number of national and international collaborations researching, amongst others, skills gaps, digital applications and effects of discounts upon the hospitality and tourism industry.

Amitabh Mishra is the Head of the Business Administration Department at the newly established Government University of Technology and Applied Sciences in Oman. His interest areas are in Tourism Management and Marketing.

Johan Nordensvärd is a Senior Lecturer at the Department of Political Science, Uppsala University. Johan's research focuses on the intersection of environmental politics, international development and social policy, especially regarding low carbon development, innovation policy and energy policy. He is particularly interested in developing a broader understanding of environmental justice, identity and ecological citizenship concerning renewable energy technologies.

Markéta Novotná is an Assistant Professor at the Department of Regional Economics and Administration, Faculty of Economics and Administration, Masaryk University, Czech Republic, and a member of the Czech Association of Scientific Experts in Tourism. In her research, she focuses on regional tourism planning, consumer behaviour and the issue of sustainable tourism development.

Alessandro M. Peluso is Associate Professor of Business Management at the University of Salento, Lecce, Italy, and Adjunct Professor of Visual Marketing and Marketing Research at the LUISS University and the LUISS Business School, Rome, Italy. His research activity focuses on consumer behaviour, sustainable consumption and social communication. He has published three books and more than 50 scientific articles in major academic journals.

Senthilkumaran Piramanayagam is a Professor at the Department of Allied Hospitality Studies, Welcomgroup Graduate School of Hotel Administration, Manipal Academy of Higher Education (University), Manipal, India. He has authored many book chapters, case studies, articles, reports and conference papers on consumer behaviour in tourism and hospitality. He has been selected as a Research Director for a research project funded by the Indian Council of Social Science Research (ICSSR), Government of India, on employing people with disability to manage high employee attrition in hospitality firms in India. His current main areas of interest include consumer behaviour in tourism and hospitality, branding of tourism services and hospitality educational administration.

Dr Anne Poelina is a Nyikina Warrwa Traditional Owner (Australia), Adjunct Professor Senior Research Fellow with Notre Dame University and a Research Fellow with Northern Australia Institute Charles Darwin University and Visiting Fellow Australian National University and Member of Water Justice Hub. Anne holds a Doctor of Philosophy (First Law), Doctor of Philosophy (Indigenous Wellbeing), Master Public Health and Tropical Medicine, Master Education, and Master of Arts (Indigenous Social Policy. Her current work explores First Law and the emergence of ancestral personhood, property rights, and equity through legal pluralism. Poelina advocates a Bio-regional Framework that focuses on new economies, regional governance, unity, and co-design in planning and decision-making.

Partho Pratim Seal has more than two decades of experience in academics and hospitality. An alumnus of IHM Chennai and postgraduate in Hotel Management and Management, he is pursuing his PhD in Hotel and Tourism Management. An avid wordsmith who believes that writing is the most influential and resourceful medium to disseminate information, he has authored three books, Computers in Hotels: Concepts and Application, Food and Beverage Management and How to Succeed in Hotel Management Job Interviews. His interest is in human resource management, entrepreneurship and food anthropology. He has published research papers in indexed international journals and is a reviewer of international journals.

Christian S. Ritter is lecturer in the Department of Media and Communication at Erasmus University Rotterdam. He was a research fellow in the Department of Social Anthropology at the Norwegian University of Science and Technology and at the Centre of Excellence in Media Innovation and Digital Culture at Tallinn University. His main research interests include cultures of influencers, locative media, digital labor, platformization, and tourism media. His latest research, which was funded by the Estonian Research Council between 2018–2020, assesses the emergence of travel influencers as a professional group in the global tourism industry. Christian’s recent work appeared in the Journal of Contemporary Religion, Qualitative Research and Anthropology of the Middle East.

Namita Roy is a Researcher at the School of Management, Operations and Marketing, University of Wollongong. Her research focus is consumer culture in the field of tourism. She is interested in applying post-humanist perspectives to understand consumer experiences. Her doctoral thesis focused on tourist experiences of gastronomic trails in Australia.

Andrea Sestino is a PhD Candidate in Management and Marketing, at the University of Bari, Italy, and Assistant Researcher at the University of Salento, Italy. He holds an MSc in Business Management from Sapienza University, Rome (Italy). Additionally, he is also an R&D Consultant in the field of Applied Research to Digital Business, and his research focuses on technology as a phenomenon and related impact to companies and consumers in designing marketing strategies.

Johnnel Smith is a PhD Scholar at Griffith University, Australia, and the University of Otago, New Zealand. She has been a Lecturer in Tourism, Management and Marketing with Universities in the Caribbean and Pacific regions for over 13 years. Miss Smith holds a Master's and a Bachelor's degree (honors) in Tourism and Management from the University of the West Indies. Her expertise and scope of research areas include Big Data Mining, Netnography, Tourism and COVID-19, Gender and Luxury Management.

Jacqualine Spence is conducting research in tourism and business strategy within the University of Queensland Business School, Australia. A board member with services and retail companies, her research interests include strategic management, entrepreneurship and international business.

Pongtawat Srichamnong is a Lecturer of Tourism, Faculty of Hospitality and Tourism Industry, Rajamangala University of Technology Rattanakosin, Thailand. His particular interest concerns tourism and history.

K Thirumaran holds a PhD from the National University of Singapore. He is currently the Academic Head for the Business School at James Cook University, Singapore. He specialises in tourism and hospitality management. His varied research interests are primarily located in luxury and cultural tourism.

Acknowledgements

No one who achieves success does so without acknowledging the help of others. The wise and confident acknowledge this help with gratitude.

–Alfred North Whitehead

The Emerald Handbook of Luxury Management for Hospitality and Tourism, which began as a humble idea in late 2019, could not have been a reality without the help and assistance of many individuals. As editors of the Handbook, we owe them a huge debt of gratitude and take this opportunity to thank them immensely.

We would like to thank the contributors of the book who responded to our call to be a part of this endeavour even during these challenging times. At every stage, they were enthusiastic and extremely generous in accommodating our requests well within time. It has indeed been a privilege working with such a talented pool of experts, and we remain indebted for their support. We thank the team at Emerald Publishing, Fiona Allison, Publishing Editor, and David Jak Mulvaney, Content Development Editor, for their constant support and help. We also express our appreciation to the entire editorial team, production and marketing teams at Emerald Publishing for their valuable assistance. We thank the reviewers of the Handbook, whose advice has been helpful at every step of the way. Further, we owe our sincere gratitude to Prof. Antonia Correia, Prof. Annamma Joy and Prof. Diana Derval for sharing their generous endorsements for the Handbook. Finally, we thank our respective parents and families for keeping our spirits high and motivating us throughout this project.

Anupama S. Kotur (Kaddi), Pune and

Saurabh Kumar Dixit, Shillong

2021