Editorial Board   Guest Author

Mr. Kwok

Linchi Kwok

Assistant Professor of Hospitality Management, Syracuse University

Linchi Kwok is an Assistant Professor of Hospitality Management at Syracuse University (SU) in Syracuse, New York, where he developed and teaches several hospitality and management courses, such as Managing Service Organizations in Social Media, Hospitality Human Resource Management, Hotel and Resort Operations, and Leadership and Career Management. In 2011, Mr. Kwok was named a Kauffman Professor in Entrepreneurship and Innovation at SU to support the university's initiatives in teaching and research excellence in entrepreneurship and innovation. Mr. Kwok's research interests include social media and its business applications, employee recruitment and selection, organizational behaviors, and hospitality management. His publications have appeared in the International Journal of Hospitality Management, Event Management, and Journal of Human Resources in Hospitality & Tourism. In 2010, Mr. Kwok received grant funding to support his research on social media, including the Harrah Hospitality Research Center Grant Award Program 2010 from the University of Nevada, Las Vegas. Since 2008, Mr. Kwok has presented 20+ authored/co-authored papers in a variety of peer-reviewed conferences in hospitality, information studies, and managerial psychology. He is on the editorial board HOSTEUR™, an official publication of the I-CHRIE (International Council on Hotel, Restaurant, and Institutional Education), and serves as an ad hoc reviewer for over five hospitality/social science journals and conferences. Mr. Kwok holds a Ph.D. degree in Hospitality Administration and a Master of Science degree in Restaurant, Hotel, and Institutional Management from Texas Tech University. Mr. Kwok's professional portfolio also includes several years of managerial and hands-on experience in the hospitality industry in the U.S. and mainland China. In addition to his work as a professor and researcher, Mr. Kwok is a thought leader in the hospitality field, contributing to several professional blogs about hospitality trends and social media strategies. Mr. Kwok's perspectives on social media have been quoted in The New York Times and Voyager's World. Mr. Kwok is also an active member of the community and have conducted invited presentations on dinner etiquette and research methods.

Mr. Kwok can be contacted at 315-443-2162 or lkwok@syr.edu

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.