NS34 Session 10

 

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Title: Service Management and Marketing in hospitality & Tourism: Creating Value and Positive Impact in a Changing World 

Organisers: Magnús Haukur Ásgeirsson and Þórhallur Örn Guðlaugsson 

Affiliation: University of Iceland

 

Description

Service is at the core of tourism, shaping experiences, relationships, and value creation across destinations and organizations. As global tourism faces rapid change driven by shifting tourist expectations, digital transformation, sustainability concerns, and societal demands for responsibility and transparency, Service management and marketing play an increasingly critical role. 
 
This session invites theoretical and applied research on how service, service management, and marketing contribute to tourism as a potential active agent for good. The session focuses on how service-related perspectives can support positive societal, environmental, organizational, and visitor outcomes. Topics may include, but are not limited to: 

  • Service quality, customer experience, and value creation in tourism 
  • Service design, service innovation, and digital transformation 
  • Responsible and sustainable marketing strategies for destinations and tourism firms
  • Employee experience, service culture, and organizational performance
  • Tourist behaviour, expectations, and perceived value 
  • Branding, communication, and image formation in a changing world

The aim of the session is to provide a platform for scholars, practitioners, and students to share insights that deepen our understanding of service-driven approaches within tourism. Emphasis is placed on research that explores how service and marketing can support tourism’s ability to act as a positive force in a rapidly changing global context.