Editorial Board   Guest Author

Dr. Scott

Bernadette Scott

Senior Lecturer, Dept. of Business Management, Glasgow School for Business & Society/Glasgow Caledonian University

Bernadette Scott is a Senior Lecturer at Glasgow School for Business and Society. Her PhD looks at employability, talent management and emergence theory and how these concepts impact on graduates, in particular.

Research activity has also included publications across the tourism and international hospitality areas, with focus on culture and hospitality consumption, talent management, work place violence, gender balance and flexible working, and personal development planning.

Dr. Scott has over twenty years' experience in module and multiple program leadership roles facilitating the teaching, learning and assessment experience for up to 600 students at a time. She has developed and led Business School provision in the area of Work, Organisations and Society, Workplace Culture and Behaviour and Perspectives on People at Work.

Recent research has included work on Postgraduate Employability Skills, Talent Management and Graduate Career Strategies as well as a cross institutional Action Research project. She has also been invited to deliver key note addresses, notably in the area of Personal and Professional Development and Planning initiatives. Recent publications have looked at graduate experiences of the first year of employment and a case study with the Scottish Government, examining graduate talent management.

Dr. Scott is a Fellow of the Higher Education Academy, a Member of the Chartered Management Institute (CMI), an academic member of the Chartered Institute of Personnel Development (CIPD), as well as having graduate member status of the Common Purpose Matrix programme which promotes social entrepreneurship in a global setting. She has undertaken work for the Scottish Qualifications Authority in Saudi Arabia, Scottish Enterprise and Glasgow Tourism Skills Action Plan. Dr. ScottĀ  is currently leading Business Management degree provision for young African talent in Mauritius.

Please visit http://www.gcu.ac.uk for more information.

Dr. Scott can be contacted at 0141-331-8477 or b.scott@gcu.ac.uk

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.