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PEOPLE@HES-SO – Directory and Skills inventory

PEOPLE@HES-SO
Directory and Skills inventory

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Inversini Alessandro

Inversini Alessandro

Associate Professor

Main skills

Marketing

Marketing Digital

Marketing des services

Marketing Communication Strategy

  • Contact

  • Teaching

  • Publications

  • Conferences

Main contract

Associate Professor

EHL Hospitality Business School
Route de Berne 301, 1000 Lausanne 25, Switzerland, CH
EHL
MSc HES-SO in Global Hospitality Business - EHL Hospitality Business School
  • Marketing international

2024

Understanding the impact of ChatGPT on tourism and hospitality :
Scientific paper ArODES
trends, prospects and research agenda

Marianna Sigala, Keng-Boon Ooi, Garry Wei-Han Tan, Eugene Cheng-Xi Aw, Dimitrios Buhalis, Tat-Huei Cham, Meng-Mei Chen, Yogesh K. Dwivedi, Ulrike Gretzel, Alessandro Inversini, Timothy Jung, Rob Law, Ivy Huiyue Ye

Journal of Hospitality and Tourism Management,  Vol. 60, pp. 384-390

Link to the publication

Summary:

The prevalence of ChatGPT (and generative artificial intelligence in general) has precipitated a paradigm shift in diverse industries, including tourism and hospitality. ChatGPT revolutionalises all business functions (from marketing to operations), empowering tourism and hospitality organisations to transform and innovate their business models. This study seeks to comprehensively examine the use and implications of ChatGPT in tourism and hospitality by discussing the current and future state of the technology, while also suggesting an agenda for future research. To that end, six areas, namely, business intelligence and tourism analytics, tourism marketing and experience, hospitality services, cultural and heritage tourism, travel services, and destination management, are elaborated on in depth. By compiling views solicited from international experts, this groundbreaking opinion piece unveils profound insights into the evolutionary journey of an emerging technology that is shaping tourism and hospitality. The paper provides useful implications for tourism scholars and professionals alike.

Human centered digital transformation in travel :
Scientific paper ArODES
a horizon 2050 paper

Alessandro Inversini

Tourism Review,  To be published

Link to the publication

Summary:

Purpose : The impact of digital technology in the wider travel field has been substantial and significant, changing both the competitive landscape of businesses and the behavior of travelers. However, we are now on the cusp of new digital developments encompassing cloud computing, blockchain, internet of things (IoT) and above all, artificial intelligence (AI), which are predicted to disrupt the business and consumer sides of several industries – travel included. This study aims to frame this upcoming digital transformation in travel within a human-centered approach where the critical understanding of digital humanism principles will enrich social scientists’ research agenda in the coming years. Design/methodology/approach : The viewpoint follows a structure based on (i) setting the scene for the rise of digital transformation, (ii) the historical perspective on digital transformation in travel, (iii) the pandemic’s impact and (iv) future development and research agenda. Findings : It is only by fostering a human-centered digital transformation perspective that social science researchers in travel can realize the “high-tech for high-touch” promise of fostering a human-to-human encounter empowered and possibly hampered, by digital technologies. This work proposes to start from the concepts of digital technology control, participation, education and ethics to design a research agenda with a 2050 horizon. Originality/value : This work has been designed to shift the attention of researchers toward a human-centered digital transformation approach to reflect on the human-machine relationship for a better society. Due to its inner characteristics the travel field can foster a reflection on this topic by reaffirming the centrality of human beings and their authorship in the travel product creation.

2023

Different cultures review hotels differently
Scientific paper ArODES

Meng-Mei Chen, Katarina Seach, Alessandro Inversini, Nigel Williams

Tourism and Hospitality Research,  To be published

Link to the publication

Summary:

The issue of language and culture is recognized as paramount for the service industry, but has been poorly addressed by the academic literature. Framed within the Social Representation Theory and operationalized with the concept of high- and low- context cultures conceptualized by Hall, this research aims to explore differences in reviews written in different languages. Reviews written in French (high-context) and German (low-context) were analyzed in the original formats using descriptive statistics, automatic text analysis, network data visualization, and technical attribute assessment to seize the differences. This research found comparing to high-context culture, low-context culture reviews have high polarity but low subjectivity. Given the intrinsic differences in polarity and subjectivity between cultures, researchers and practitioners should monitor the changes of sentiments by cultures to reduce the bias resulted from the intrinsic differences. Furthermore, data visualizations show different topics between cultures and offer additional insights of the differences

The rise of regenerative hospitality
Scientific paper ArODES

Alessandro Inversini, Lionel Saul, Sarah Balet, Roland Schegg

Journal of Tourism Futures,  Vol. 10, No. 1, pp. 6-20

Link to the publication

Summary:

Purpose: The concept of “regenerative business” is thriving in current business literature. The present study seeks to contribute to the current academic debate by investigating the nature and scope of regenerative hospitality, here seen as a steppingstone of regenerative tourism. Design/methodology/approach: Exploratory in nature and with the goal of understating the nature and scope of regenerative hospitality, nineteen semi-structured interviews with academics, consultants and self-proclaimed regenerative hoteliers were conducted. Findings: Results provide a regenerative hospitality framework to move from the current sustainability paradigm towards local and systemic regenerative approaches in hospitality by applying place and people intelligence. Originality/value: This research contributes to the current academic debate about the future of travel, particularly focussing on the future of hospitality in relation to the multidisciplinary field of regenerative economy. Particularly, the paper has been designed to contribute to the current discussion in the Journal of Tourism Futures about the transformation and regenerative future of tourism.

2022

Digital media as a game-changer in B2B buyer-vendor relationships
Scientific paper ArODES

Werner Krings, Roger Palmer, Michael J Harrison, Alessandro Inversini

Journal of sustainable business and economics,  2022, vol. 5, no. 3, pp. 27–43

Link to the publication

Summary:

Purpose: The article examines the role of digital and, in particular, social media in business-to-business marketing in the international software industry. The authors responded to calls for empirical research on how these media impact buyer-vendor relationships and the conjunction of the marketing and sales processes, particularly the distribution of complex software solutions. This paper develops a digital framework and discusses the managerial consequences. Design/methodology/approach: The model arises by merging themes derived from literature, experts, and job descriptions. Mixed Methods included conducting semi-structured interviews across marketing, business development, and sales executives from buyers, vendors, and third parties of various industries, supplemented by a survey of 530+ executives. Findings: Multinational companies secure competitive advantage through agile business processes to improve buyer-vendor relationships in the digital era. Digital media enable vendors to interact continuously with buyers, gather intelligence, and foster mutually beneficial, trustworthy, long-term relationships. The objective is to prompt transactions and secure revenue streams. Research limitations/implications: The outcomes of this research center on North America, Western Europe (including the UK), and DACH (Germany-Austria-Switzerland), affecting the generalizability. Originality/value: The research is novel and bridges several gaps concerning industrial relationships in digitalization: it merges buyer, vendor, and third-party’s perspectives on an international scale. It provides deeper insights into existing and new relationships by identifying relevant digital/social media platforms, the underlying usage motivation, and fundamental B2B processes. Finally, it equips practitioners with metrics to improve performance.

Digital communication
Book chapter ArODES

Alessandro Inversini

Dans Buhalis, Dimitrios, Encyclopedia of tourism management and marketing  (44 p.). 2022,  [S.l.] : Edward Elgar Publishing Ltd

Link to the publication

The transformative learning nature of malaysian homestay experiences
Scientific paper ArODES

Alessandro Inversini, Isabella Rega, Siew Wei Gan

Journal of hospitality and tourism management,  2022, vol. 51, pp. 312-320

Link to the publication

Summary:

Travel can have a transformative power; that is, the possibility of generating deep change and impact on individuals’ self while on vacation. Transformative experiences could impact travellers at different levels and influence their understanding and interpretation of reality. Moving on from theoretical concepts, such as transformative learning, free choice learning and experiential learning together with adoption of an innovative mobile-enhanced data collection methodology in the field, this study investigates the Malaysian homestay tourism experience and its transformative power. It presents a preliminary framework to generate a better understanding of the anatomy of transformative travel, postulating that immersive and co-created experiences could trigger transformative learning processes in travellers, thereby impacting on their knowledge, skills and attitude towards generating a differential understanding and possible interpretation of the reality.

2021

The role of visual cues in eWOM on consumers’ behavioral intention and decisions
Scientific paper ArODES

Raffaele Filieri, Zhibin Lin, Giovanni Pino, Salma Alguezaui, Alessandro Inversini

Journal of business research,  2021, vol. 135, pp. 663-675

Link to the publication

Summary:

Consumers increasingly use eWOM to make decisions about various products and services. However, few studies have investigated how different visual and verbal eWOM cues affect the intention and decision to visit tourist destinations and their attractions. The current study fills this gap by drawing on Dual Coding Theory and investigating the influence of verbal and visual eWOM cues on consumers’ intention and behavior. The findings of a field study and an experimental study revealed that eWOM mainly affects tourists’ intentions and decisions through visual cues. Specifically, popularity heuristics, performance visual heuristics, and user-generated pictures affect tourists’ intention and decision to visit a destination and its attractions. Interestingly, information quality did not affect tourists’ decisions. The study offers important theoretical and managerial implications.

Industrial marketing management digital media optimization for B2B marketing
Scientific paper ArODES

Werner Krings, Roger Palmer, Alessandro Inversini

Industrial Marketing Management,  2021, vol. 93, pp. 174-186

Link to the publication

Summary:

The role of digital media in B2B marketing has gained traction with academics and practitioners in recent years. However, a comprehensive framework about the use and value of these media has not been developed, leaving B2B experts uncertain about their effectiveness. In fact, whether or not digital media can impact the business development and marketing processes to achieve higher performance remains vague. Additionally, there is a paucity of research related to the impact of different media towards the enhancement of processes and outcome of marketing to generate opportunities. To provide guidance for practitioners, we consider marketing processes in the global software industry by researching practitioner experiences. We develop an assessment tool to identify and align marketing processes and digital media. This research attempts to explore and explain how digital media impacts the B2B business development process cycle at the conjunction of marketing and sales. The research tests a conceptual model by means of a cross-sectional survey of more than 530 practitioners. Our novel framework provides several contributions to knowledge and practice, defining marketing-related processes, and determining a set of digital platforms. By acknowledging the perspectives of vendors, third-parties, and buyers in a simultaneous study, we ensure optimal alignment.

2020

E-Tourism as a tool for socio-economic development
Book chapter ArODES

Alessandro Inversini, Isabella Rega, Siew Wei Gan

Dans Fuchs, Matthias, Gretzel, Ulrike, Höpken, Wolfram, Xiang, Zheng, Handbook of e-tourism  (16 p.). 2020,  Cham : Springer

Link to the publication

Summary:

The nature of the contribution of tourism to local socio-economic development is subject to numerous debates, both by practitioners and academics. UNWTO declared 2017 the Year of Sustainable Tourism for Development, endorsing de facto the travel industry as one of the levers for socio-economic development. However, what is often missing within the general narrative about tourism for development is the crucial and central role of digital technology. Therefore, this chapter highlights the importance of digital technologies and, particularly, the role of e-tourism in emerging markets. It proposes a bottom-up vision of the role of information and communications technologies in travel as one of the key elements for rural community-based innovation and diversification toward active tourism delivery.

The effects of customer-centricity in hospitality
Scientific paper ArODES

Alessandro Inversini, Manuela De Carlo, Lorenzo Masiero

International Journal of Hospitality Management,  2020, vol. 86, article no 102436, pp. 1-9

Link to the publication

Modelling Twitter conversations in #favela towards the conceptualization of the eVoice of the unheard
Scientific paper ArODES

Alessandro Inversini, Nigel L. Williams, Ioanna Samakovlis

Journal of information, communication and ethics in society,  2020, vol. 18, no. 4, pp. 529-551

Link to the publication

Summary:

The purpose of this study to shed light on the importance of social media hosted content related to socially-motivated discussions. Moving from the field of communication for development, the research leverages social media as a powerful tool for collecting and analyse peer-to-peer communication towards the conceptualization of eVoices of Unheard. The deep understanding of these conversation can generate recommendations for organizations and governments designing and providing interventions fostering local socio-economic development.

Reputation in travel and tourism :
Scientific paper ArODES
a perspective article

Alessandro Inversini

Tourism review,  2020, vol. 75, no 1, pp. 310-313

Link to the publication

Summary:

This paper aims to discuss the evolution of the concept of reputation towards online reputation and real time reputation assessment and management. It starts by outline the role of reputation within the branding literature and explains the advantages of having a good (online) reputation. The final section looks into the future of reputation assessment and analysis introducing the concept of real time reputation assessment and management.

2017

Special Issue on ENTER2016
Scientific paper ArODES

Alessandro Inversini, Roland Schegg

Information technology and tourism,  2017, Vol. 17, no 1, pp. 1-3

Link to the publication

2016

Hotels’ dependency on online intermediaries and their chosen distribution channel portfolios :
Scientific paper ArODES
three country insights

Brigitte Stangl, Alessandro Inversini, Roland Schegg

International journal of hospitality management,  January 2016, vol. 52, pp. 87-96

Link to the publication

Summary:

New intermediaries are entering the market, challenging the hospitality industry to find an appropriatedistribution channel portfolio. This research investigates how many channels hotels in Austria, Germanyand Switzerland choose and what role the various channels play. Findings based on 1014 questionnairesreveal an average mix of 8.06 offline and online channel categories. Traditional channels, such as walk-insand telephone, still play a major role; however, about one fifth of the bookings are completely generatedonline. On average, 3.61 online travel agencies (OTAs) are used. With regards to OTA penetration, anoligopolistic market structure is prevalent. Swiss and German hotels’ OTA dependency is higher thanAustrian’s. A series of a posteriori cluster analysis results in four distribution portfolio groups hotelierschoose: multi-channel-, electronic-, real time-, and traditional distributors. Distribution portfolio profilesfacilitate learning from strategies used by hotels with certain characteristics such as target group andstar-rating.

Information and communication technologies in tourism 2016 :
Book ArODES
proceedings of the International Conference in Bilbao, Spain, February 2-5, 2016

Alessandro Inversini, Roland (Eds.) Schegg

2016,  Heidelberg : Springer,  792 p.

Link to the publication

Summary:

The papers presented in this volume advance the state-of-the-art research on digital marketing and social media, mobile computing and responsive web design, semantic technologies and recommender systems, augmented and virtual reality, electronic distribution and online travel reviews, MOOC and eLearning, eGovernment and sharing economy. This book covers the most significant areas contributed by prominent scholars from around the world and is suitable for both academics and practitioners who are interested in the latest developments in eTourism.

2023

The initial impact of technology enabled relationship creation in rural Lebanon
Conference ArODES

Alessandro Inversini, Maxie Müller, Salma Talhouk

ENTER 2023 : Information and Communication Technologies in Tourism 2023 : proceedings of the ENTER 2023 e-Tourism conference

Link to the conference

Summary:

Technology enables actor-to-actor experience co-creation leading to value creation for the parties involved in the process. This research presents the initial impact of a mobile application developed to foster technology enabled relationship in rural Lebanon. Results indicate that technology has the potential to positively impact both host and guest fostering relationships building in all the trip stages and leading to socio-economic development and transformative experiences. In fact, the paper shows that relationships created and strengthened with the support of technology are expected to have effects at personal, community and business level.

2021

What hinders successful CSR communication on social media?
Conference ArODES

Alessandro Inversini, Anna Carla Hew, Giovanni-Battista Derchi

Proceedings of the 2021 Academy of Marketing Annual Conference

Link to the conference

2019

Technology enabled guest centricity in hospitality
Conference ArODES

Alessandro Inversini, Manuela De Carlo, Lorenzo Masiero

Proceedings of the 52nd Academy of Marketing Conference

Link to the conference

Summary:

Customer centricity philosophy puts the customers and not the products at the center of the firms’ concerns. Companies needs to fully commit to customer centricity at all levels from leadership, organization structure, processes and actual performances. This research investigates customer centricity in a services field that is the one of hospitality. Hotels can actually create and in some case cocreate value by putting guests at the center of their daily operations. This is possible thanks to the advent of advanced CRM technologies which enables extreme services personalization and superior guest satisfaction. Thanks to a multiple cases study approach this research investigates four properties where and advanced CRM technology (i.e. hoxell.com) was installed. The systems allowed a complete shift in the firm culture impacting on average guests rating and on guest topics discussed within online reviews.

Achievements

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