Skip to main content

Linchi Kwok in the News - by SU News Services*

Syracuse University assistant professors Linchi Kwok of the College of Human Ecology and Bei Yu of the School of Information Studies (iSchool) received a 2010 Harrah Hospitality Research Center grant award for their project, “Typology of Social Media Marketing Messages: A Social Networking Website Perspective.”

The $32,333 grant awarded to Kwok and Yu will fund a two-part study concerning how hospitality companies use social media in marketing. They plan to build on media and marketing theories with the aid of text analytics techniques. Research findings may help hospitality and marketing professionals identify means of communicating with target consumers through social media tools and possibly develop strategies to shape consumers’ discussions in social media according to a company’s mission and marketing goals. To facilitate large-scale data analysis, Kwok and Yu will develop new computational methods to automatically code informational and transformational marketing messages and the sentiment of consumer responses in social media.

The first part of the study will focus on the types of marketing messages that hospitality companies use to communicate with consumers. The second part will monitor consumers’ word-of-mouth reactions to the marketing messages they received through social media platforms such as Facebook.

The Harrah Hospitality Research Center at the Harrah Hotel College at the University of Nevada, Las Vegas was established in 2008 and is dedicated to the advancement of research and practices in the hospitality industry.

Kwok received a Ph.D. in hospitality administration and a master’s degree in restaurant, hotel and institutional management from Texas Tech University. His areas of interest include organizational behavior, recruitment and selection, social media, and event management.

Before joining SU, Yu was a postdoctoral researcher at the Northwestern University’s Kellogg School of Management. She received a Ph.D. from the Graduate School of Library and Information Science at University of Illinois at Urbana-Champaign. Her research focuses on the areas of information retrieval, machine learning, and natural language processing. Her research interests also include developing text mining methods, especially emotion and opinion analysis approaches, to support data-driven scholarship in humanities and social science research. She also holds bachelor’s and master’s degrees in computer science.

* An identical news article can be accessed via the following hyperlink: http://insidesu.syr.edu/2010/06/11/syracuse-faculty-members-awarded-grant-through-harrah-hospitality-research-center/
* Another news from SU's iSchool: http://www.ischool.syr.edu/newsroom/news.aspx?recid=920

Comments

Popular posts from this blog

Luxury vs. Millennials and Their Technology: The Ritz-Carlton (By Julia Shorr)

Embodying the finest luxury experience, The Ritz-Carlton Hotel Company, LLC has been established since 1983. In 1998, Marriott International purchased the brand offering it more opportunity for growth while being independently owned and operated. They are known for their enhanced service level as the motto states, “Ladies and Gentlemen serving Ladies and Gentlemen”. The luxury brand now carries 97 hotels and resorts internationally and is attempting to keep the aspects of luxury while keeping up with the trends of the technologically improving generations. The Varying Demographics of the Target Market The Ritz-Carlton’s typical target market includes: business executives, corporate, leisure travelers, typically middle-aged persons and elders, and families from the upper and upper-middle class section of society .   This infers a large range of types of travelers in which all are similar in that they are not opposed to spending extra for the luxurious ambiance. However, with

The challenges of SB 93 (California Senate Bill No. 93) will impose on the employers and their human resource management team (by Brittany Schaffer)

The COVID-19 pandemic started in early 2020, and it has caused massive changes within a short period of time. One of the most rememberable effects of the COVID-19 pandemic was that businesses had to come to a complete halt, forcing them to lay off employees. California's unemployment rates went up.  Now that the stay-at-home orders have lifted, people start to come out. Businesses are now reopening, looking to rehire their laid-off employees. Before the pandemic, employers had the option of recalling only a certain number of laid-off employees they would want to rehire based on employees' job performance. That option had been changed after Governor Gavin Newsome signed into law - Senate Bill 93, which went into effect on April 16th, 2021. The California Senate Bill No. 93 (SB 93) According to SB 93, companies in specific industries, mainly the hospitality industry, have the obligation to provide job opportunities in written form to qualified employees being laid off due to COVI

Want to win in future competitions? Invest in data-driven decisions now

Speaking of the permanent changes in the hospitality industry, many people will probably agree that demands for “bleisure”/“work-from-anywhere” travel and contactless self-service will continue to grow in the near future. Not everyone, however, realizes that data-driven decisions will become a key driver for growth in the industry, which has already affected how we do business now.   Automatic service enables businesses to capture more operational and consumer data for business decisions   One advantage of using automatic service comes from its ability to spontaneously capture and store real-time operational and consumer data for additional analysis. In the old-time when businesses still relied on workers to serve customers, operational data were collected usually through careful book-keeping, documentations, and observations; consumer data through market research were often limited to their perceptions, behavioral intentions, or past experience.     Now that automatic service is provi