Liang Zou

ABSTRACT

The tourism and hotel industry has experienced substantial transformation due to globalization, rapid technological advancement, evolving consumer expectations, and increasing market competition. These developments have reshaped the marketing environment, requiring hospitality organizations to adopt adaptive management strategies that align with changing customer preferences and competitive conditions. This review synthesizes scholarly literature published before 2020 to examine the evolution of marketing management within the hotel industry. The review discusses the influence of macro-environmental factors, including social, technological, economic, environmental, and political changes