Recently, numerous scholars have reviewed a large number of hospitality marketing research articles published top tier hospitality journals. Findings from these studies postulate that hospitality marketing research is overwhelmingly empirical in nature employing surveys as the main data collection tool and SEM/path analysis as the main analytical tool. This leads to a criticism for the discipline for over relying on a small set of quantitative methods which has the potential to inherent method bias that undermines the trustworthiness of findings. For instance, while SEM is a powerful analytical tool, it comes with various assumptions and considerations, which are often disregarded/ignored by the researchers. This workshop will highlight some very similar mistakes made by the researchers in hospitality marketing research and provide some feedback on the current research projects being undertaken by the participants. This workshop aims to clarify some of the misconceptions related to methodological issues such as sampling and data collection, reliability and validity of the measures and factor analysis.
Dr. Faizan Ali received his PhD in Marketing with a dissertation written on customer experience in the hospitality industry at the International Business School, Universiti Teknologi Malaysia (UTM-IBS) in June 2015. Dr. Ali also holds an undergraduate degree in Business Administration and Information Technology [BBA-IT (Hons)] with distinction from Institute of Management Sciences, University of Peshawar, Pakistan, and a Masters in Management with a dissertation on consumer behaviour in airline industry from Glyndwr University, United Kingdom.Dr. Ali’s research interests are in the areas of customer experience, service performance and quality, customer satisfaction and behaviour. Dr Ali is also enthusiastic about developing new scales and working on various methodological aspects of hospitality and tourism research. He has authored more than 40 international refereed journal articles and international conference papers. His recent research has been accepted and published in internationally-refereed journals such as The Journal of Hospitality, Leisure, Sport & Tourism Education, Journal of Destination Marketing & Management, Journal of Hospitality Marketing & Management, Journal of Travel and Tourism Marketing, Worldwide Hospitality and Tourism Themes, Journal of Quality Assurance in Hospitality & Tourism, International Journal of Hospitality and Event Management, International Journal of Quality and Reliability Management and other reputable hospitality and tourism and business journals. Dr. Ali is recipient of four “best paper” awards: one from Academy of Global Business Advancement at the 10th World Congress at Bangkok; second at the 2014 World Hospitality & Tourism Forum. Seoul, Republic of Korea; third at the 5th International Interdisciplinary Business-Economics Advancement Conference and fourth at the 2016 WDSI Annual Meeting, Las Vegas, USA. Dr. Ali is an active member of academic hospitality associations. Currently, he serves as the Coordinating Editor for International Journal of Hospitality Management and as an Assistant Editor for International Interdisciplinary Business Advancement (IIBA) Journal. He also serves on the editorial boards of various journals including Journal of Hotel and Tourism Management, Asia Pacific Journal of Innovation in Hospitality and Tourism Research, Journal of Marine Tourism and City University Research Journal. Dr. Ali is a trained expert in usage of various statistical tools such as Structural Equation Modelling (SEM) and Partial Least Squares (PLS-SEM). He has also conducted SEM and Business Research Methods related workshops in International Business School, University Teknologi Malaysia (IBS-UTM). Prior to joining USFSM, Dr. Ali was a Post-doctoral researcher at the Dedman School of Hospitality, The College of Business, at Florida State University. Moreover, he has worked as a research consultant for two years on various hospitality and tourism related projects in Malaysia. His industry experience includes working at Liverpool Football Club in the UK.