Purpose

Drawing on chaos theory as an overarching approach, as well as guidelines from effectuation and transformative learning theories, this study aims to evaluate the changing marketing channels in the hospitality industry in the wake of the COVID-19 pandemic. It also aims to develop a conceptual framework that demonstrates the transformation of the marketing structure; in particular, the transformation of hospitality organizations, employees and customers.

Design/methodology/approach

The study uses the hermeneutic method and conceptually evaluates the existing actors of the services marketing structure. It also discusses how to transform this structure into the new normal in the wake of the COVID-19 pandemic.

Findings

The findings of the study demonstrated that COVID-19 has resulted in changing marketing channels in the hospitality industry. These include external, internal, interactive and substitutional marketing channels. In response to these changes, the hospitality industry needs to adopt a more transformative marketing structure that requires the transformation of hospitality companies, employees and customers.

Research limitations/implications

The conceptualized transformation of the services marketing structure could help hospitality practitioners, employees and customers to understand the new normal and acquire new abilities, meanings, awareness and learning accordingly.

Originality/value

This study uses chaos, effectuation and transformative learning theories to reconceptualize the hospitality services marketing structure. The contribution of this paper lies in the conceptual pathways it suggests for transforming hospitality firms, employees and customers and for demonstrating their transformed roles and positions in the wake of the pandemic.

中文翻译：

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酒店服务营销结构的转型：混沌理论视角

目的

本研究利用混沌理论作为总体方法，以及效果和变革性学习理论的指导方针，旨在评估 COVID-19 大流行之后酒店业不断变化的营销渠道。它还旨在开发一个概念框架，展示营销结构的转变；特别是酒店组织、员工和客户的转型。

设计/方法/方法

该研究使用解释学方法并从概念上评估服务营销结构的现有参与者。它还讨论了在 COVID-19 大流行之后如何将这种结构转变为新常态。

发现

研究结果表明，COVID-19 已导致酒店业的营销渠道发生变化。这些包括外部、内部、互动和替代营销渠道。为应对这些变化，酒店业需要采用更具变革性的营销结构，这需要酒店公司、员工和客户进行转型。

研究限制/影响

服务营销结构的概念化转型可以帮助酒店从业者、员工和客户了解新常态，并相应地获得新的能力、意义、意识和学习。

原创性/价值

本研究使用混沌、效果和变革性学习理论来重新定义酒店服务营销结构。本文的贡献在于它提出了转变酒店公司、员工和客户以及展示他们在大流行之后转变的角色和职位的概念途径。