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Established in 1976, the Journal of Hospitality & Tourism Research ( JHTR ) plays a major role in incubating, influencing, and inspiring hospitality and tourism research. JHTR publishes original research that clearly advances theoretical development and offers practical value for hospitality and tourism ecosystems. JHTR strives to publish research with IMPACT – JHTR publications are expected to be I nnovative, M eaningful, P ractically relevant, A cademically rigorous, C ross-disciplinary, and T heory-focused. Read the complete description of our guiding editorial principles .

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We follow the guiding editorial principles of IMPACT – JHTR publications are expected to be Innovative, Meaningful, Practically relevant, Academically rigorous, Cross-disciplinary, and Theory-focused.

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• Open access
• Published: 25 November 2023

Systematic review and research agenda for the tourism and hospitality sector: co-creation of customer value in the digital age

• T. D. Dang   ORCID: orcid.org/0000-0003-0930-381X 1 , 2 &
• M. T. Nguyen 1  

Future Business Journal volume  9 , Article number:  94 ( 2023 ) Cite this article

2739 Accesses

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A Correction to this article was published on 07 February 2024

This article has been updated

The tourism and hospitality industries are experiencing transformative shifts driven by the proliferation of digital technologies facilitating real-time customer communication and data collection. This evolution towards customer value co-creation demands a paradigm shift in management attitudes and the adoption of cutting-edge technologies like artificial intelligence (AI) and the Metaverse. A systematic literature review using the PRISMA method investigated the impact of customer value co-creation through the digital age on the tourism and hospitality sector. The primary objective of this review was to examine 27 relevant studies published between 2012 and 2022. Findings reveal that digital technologies, especially AI, Metaverse, and related innovations, significantly enhance value co-creation by allowing for more personalized, immersive, and efficient tourist experiences. Academic insights show the exploration of technology’s role in enhancing travel experiences and ethical concerns, while from a managerial perspective, AI and digital tools can drive industry success through improved customer interactions. As a groundwork for progressive research, the study pinpoints three pivotal focal areas for upcoming inquiries: technological, academic, and managerial. These avenues offer exciting prospects for advancing knowledge and practices, paving the way for transformative changes in the tourism and hospitality sectors.

Introduction

The tourism and hospitality industry is constantly evolving, and the digital age has brought about numerous changes in how businesses operate and interact with their customers [ 1 ]. One such change is the concept of value co-creation, which refers to the collaborative process by which value is created and shared between a business and its customers [ 2 , 3 ]. In order to facilitate the value co-creation process in tourism and hospitality, it is necessary to have adequate technologies in place to enable the participation of all stakeholders, including businesses, consumers, and others [ 4 , 5 ]. Thus, technology serves as a crucial enabler for value co-creation. In the tourism and hospitality industry, leading-edge technology can be crucial in co-creation value processes because it can facilitate the creation and exchange of value among customers and businesses [ 6 , 7 ]. For example, the development of cloud computing and virtual reality technologies has enabled new forms of collaboration and co-creation that were not possible before [ 8 , 9 , 10 ]. Recent technologies like AI, Metaverse, and robots have revolutionized tourism and hospitality [ 11 , 12 , 13 ]. These technologies are used in various ways to enhance the customer experience and drive business success. AI can personalize the customer experience using customer data and personalized recommendations [ 14 ]. It can also optimize operations by automating tasks and improving decision-making. The metaverse, or virtual reality (VR) and augmented reality (AR) technologies, are being used to offer immersive and interactive experiences to customers [ 10 , 11 ]. For example, VR and AR can create virtual tours of hotels and destinations or offer interactive experiences such as virtual cooking classes or wine tastings [ 15 ]. Robots are being used to aid and interact with customers in various settings, including hotels, restaurants, and tourist attractions. For example, robots can provide information, answer questions, and even deliver room services [ 12 , 16 ]. The COVID-19 pandemic has underscored the crucial interplay between public health, sustainable development, and digital innovations [ 17 ]. Globally, the surge in blockchain applications, particularly in the business, marketing and finance sectors, signifies the technological advancements reshaping various industries [ 18 ]. These developments, coupled with integrating digital solutions during the pandemic, highlight the pervasive role of technology across diverse sectors [ 19 , 20 , 21 ]. These insights provide a broader context for our study of the digital transformation in the tourism and hospitality sectors. Adopting new technologies such as AI, the Metaverse, blockchain and robots is helping the tourism and hospitality industry deliver customers a more personalized, convenient, and immersive experience [ 22 ]. As these technologies continue to evolve and become more prevalent, businesses in the industry need to stay up-to-date and consider how they can leverage these technologies to drive success [ 23 , 24 ].

Despite the growing body of literature on customer value co-creation in the tourism and hospitality sector, it remains scattered and fragmented [ 2 , 25 , 26 ]. To consolidate this research and provide a comprehensive summary of the current understanding of the subject, we conducted a systematic literature review using the PRISMA 2020 (“ Preferred Reporting Items for Systematic Reviews and Meta-Analyses ”) approach [ 27 , 28 ]. This systematic review aims to explore three primary areas of inquiry related to the utilization of AI and new technologies in the tourism and hospitality industry: (i) From a technology perspective, what are the main types of AI and latest technologies that have been used to enhance co-creation values in tourism and hospitality?; (ii) From an academic viewpoint—What are the future research directions in this sector?; (iii) From a managerial standpoint—How can these technologies be leveraged to enhance customer experiences and drive business success?. In essence, this study contributes valuable insights into the dynamic realm of customer value co-creation in the digital age within the tourism and hospitality sector. By addressing the research questions and identifying gaps in the literature, our systematic literature review seeks to provide novel perspectives on leveraging technology to foster industry advancements and enhance customer experiences.

The remaining parts of this article are structured in the following sections: “ Study background ” section outlines pertinent background details for our systematic literature review. In “ Methodology ” section details our research objectives, queries, and the systematic literature review protocol we used in our study design. In “ Results ” section offers the findings based on the analyzed primary research studies. Lastly, we conclude the article, discuss the outstanding work, and examine the limitations to the validity of our study in “ Discussion and implications ” section.

Study background

Amidst the COVID-19 pandemic, the tourism sector is experiencing significant transformations. Despite the substantial impact on the tourism industry, the demand for academic publications about tourism remains unabated. In this recovery phase, AI and novel technologies hold immense potential to assist the tourism and hospitality industry by tackling diverse challenges and enhancing overall efficiency. In this section, the study provides some study background for the review processes.

The relationship between tourism and hospitality

Tourism and hospitality are closely related industries, as the hospitality industry plays a crucial role in the tourism industry [ 29 ]. Academics and practitioners often examine tourism and hospitality because they are related industries [ 2 , 30 ]. Hospitality refers to providing travelers and tourists accommodation, food, and other services [ 31 ]. These can include hotels, resorts, restaurants, and other types of establishments that cater to the needs of travelers [ 32 ]. On the other hand, the tourism industry encompasses all the activities and services related to planning, promoting, and facilitating travel [ 31 ]; transportation, tour operators, travel agencies, and other businesses that help facilitate tourist travel experiences [ 33 ]. Both industries rely on each other to thrive, as travelers need places to stay and eat while on vacation, and hospitality businesses rely on tourists for their income [ 32 , 33 , 34 ].

In recent years, the tourism industry has undergone significant changes due to the increasing use of digital technologies, enabling the development of new forms of tourism, such as “smart tourism” [ 8 , 10 ]. Smart tourism refers to using digital technologies to enhance the customer experience and improve the efficiency and effectiveness of the industry [ 1 ]. These technologies, including AI and Metaverse, can be used in various aspects of the tourism industry, such as booking and reservation processes, customer service, and the management of tourist attractions [ 4 , 11 ]. The hospitality industry, which includes hotels and restaurants, is closely linked to the tourism industry and is also adopting intelligent technologies to improve the customer experience and increase efficiency [ 1 , 22 ]. Recent studies have explored the impact of these technologies on the tourism and hospitality sectors and have identified both benefits and challenges for stakeholders [ 10 , 35 , 36 ].

Customer value co-creation in tourism and hospitality

Customer value co-creation in tourism and hospitality refers to the process by which customers and businesses collaborate to create value by exchanging services, information, and experiences [ 2 , 33 ]. This process involves the customer and the business actively creating value rather than simply providing a product or service to the customer [ 37 ]. Studies have found that customer value co-creation in tourism and hospitality can increase customer satisfaction and loyalty [ 2 ]. When customers feel that they can contribute to the value of their experience, they are more likely to feel a sense of ownership and involvement, which can lead to a more positive overall evaluation of the experience [ 5 , 38 ]. In the tourism industry, customer value co-creation can increase satisfaction with the destination, trips, accommodation, services, and overall experiences [ 4 ]. These can be achieved by allowing customers to choose their room amenities or providing opportunities to interact with staff and other guests [ 5 , 39 ]. Customer value co-creation in tourism and hospitality can be a powerful solution for businesses to increase customer satisfaction and loyalty. By actively involving customers in creating value, businesses can create a more personalized and engaging experience for their customers.

AI, Metaverse, and new technologies in tourism and hospitality

The impact of AI, the Metaverse, and new technologies on the tourism and hospitality industries is an area of active research and debate [ 2 , 4 , 29 , 40 ]. First, using AI and new technology in tourism and hospitality can improve the customer experience, increase efficiency, and reduce costs [ 13 , 41 , 42 , 43 ]. For instance, chatbots and virtual assistants facilitate tasks like room bookings or restaurant reservations for customers. Concurrently, machine learning (ML) algorithms offer optimized pricing and marketing strategies and insights into customer perceptions within the tourism and hospitality sectors [ 44 , 45 , 46 , 47 ]. However, there are also concerns about the potential negative impact of AI on employment in the industry [ 48 ]. Second, The emergence of the Metaverse, a virtual shared space where people can interact in real time, can potentially revolutionize the tourism and hospitality industries [ 10 ]. For example, VR and AR experiences could allow travelers to visit and explore destinations without leaving their homes [ 15 , 49 ], while online events and social gatherings could provide new business opportunities to connect with customers [ 11 ]. However, it is unclear how the Metaverse will evolve and its long-term impact on the tourism and hospitality industries [ 4 , 10 , 11 ]. Last, other emerging technologies, such as blockchain, AI-Robotics, and the Internet of Things (IoT), can potentially transform the tourism and hospitality industries [ 18 , 45 , 48 ]. For example, blockchain could be used to secure and track the movement of travel documents [ 18 ], while IoT-enabled devices could improve the efficiency and personalization of the customer experience [ 50 ]. As with AI and the Metaverse, it is difficult to predict the exact impact of these technologies on the industry, but they are likely to play a significant role in shaping its future [ 18 , 40 ]. In the aftermath of the pandemic, the healthcare landscape within the tourism and hospitality sector is undergoing significant transformations driven by the integration of cutting-edge AI and advanced technologies [ 38 , 51 , 52 ]. These technological advancements have paved the way for personalized and seamless experiences for travelers, with AI-powered chatbots playing a pivotal role in addressing medical inquiries and innovative telemedicine solutions ensuring the well-being of tourists [ 52 , 53 ].

This study background provides essential context for the subsequent systematic literature review, as it contextualizes the field’s key concepts, frameworks, and emerging technologies. By examining these aspects, the study aims to contribute valuable insights into the post-pandemic recovery of the tourism and hospitality industry, paving the way for future research opportunities and advancements in the field.

Methodology

This study meticulously adopted a systematic literature review process grounded in a pre-defined review protocol to provide a thorough and objective appraisal [ 54 ]. This approach was geared to eliminate potential bias and uphold the integrity of study findings. The formulation of the review protocol was a collaborative effort facilitated by two researchers. This foundational document encompasses (i) Clear delineation of the study objectives, ensuring alignment with the research aim; (ii) A thorough description of the methods used for data collection and assessment, which underscores the replicability of our process; (iii) A systematic approach for synthesizing and analyzing the selected studies, promoting consistency and transparency.

Guiding the current review process was the PRISMA methodology, a renowned and universally esteemed framework that has set a gold standard for conducting systematic reviews in various scientific disciplines [ 27 , 28 ]. The commendable efficacy of PRISMA in service research substantiates its methodological robustness and reliability [ 55 ]. It is not only the rigorous nature of PRISMA but also its widespread acceptance in service research that accentuates its fittingness for this research. Given tourism and hospitality studies’ intricate and evolving nature, PRISMA is a robust compass to guide our SLR, ensuring methodological transparency and thoroughness [ 56 , 57 ]. In essence, the PRISMA approach does not merely dictate the procedural intricacies of the review but emphasizes clarity, precision, and transparency at every phase. The PRISMA methodology presents the research journey holistically, from its inception to its conclusions, providing readers with a clear and comprehensive understanding of the approach and findings [ 58 ].

Utilizing the goal-question-metrics approach [ 59 ], our study aims to analyze current scientific literature from the perspectives of technicians, researchers, and practitioners to comprehend customer value co-creation through the digital age within the Tourism and Hospitality sector. In order to accomplish this goal, we formulated the following research questions:

What are the main types of AI and new technologies used to enhance value co-creation in the tourism and hospitality industries?

What are the future research directions in customer value co-creation through AI and new technologies in the tourism and hospitality sector?

How do managers in the tourism and hospitality sector apply AI and new technologies to enhance customer co-creation value and drive business success?

The subsequent subsections will provide further details regarding our search and analysis strategies.

Search strategy and selection criteria

We collected our data by searching for papers in the Scopus and Web of Science databases, adhering to rigorous scientific standards. We included only international peer-reviewed academic journal articles, excluding publications like books, book chapters, and conference proceedings [ 60 , 61 , 62 ]. The research process covered the period from 2009 to 2022, as this timeframe aligns with the publication of the first studies on value co-creation in the tourism industry in 2009 and the first two studies on value co-creation in general in 2004 [ 63 , 64 ]. The selection of sources was based on criteria such as timelines, availability, quality, and versatility, as discussed by Dieste et al. [ 2 ]. We employed relevant keywords, synonyms, and truncations for three main concepts: tourism and hospitality, customer value co-creation, and AI and new technologies in smart tourism and hospitality. To ensure transparency and comprehensiveness, we followed the PRISMA inclusion criteria, detailed in Table 1 , and utilized topic and Boolean/phrase search modes to retrieve papers published from 2009 to 2022. The final search string underwent validation by experts to ensure accuracy and comprehensiveness:

A PRISMA diagram was produced to understand better this study’s search strategy and record selection.

Study selection and analysis procedure

The current study utilized the PRISMA framework to document our review process. One hundred two papers were retrieved during the initial search across the databases. Table 1 outlines the criteria for selecting the studies based on scope and quality. The study adhered to the PRISMA procedure (as shown in Fig.  1 ) and applied the following filters:

We identified and removed 17 duplicate records during the ‘identification’ step.

We excluded 27 publications in the ‘Screening’ step based on the title and abstract.

We excluded 31 publications based on the entire text in the eligibility step.

PRISMA flow diagram

As a result, we were left with a final collection of 27 journal articles for downloading and analysis. Two trained research assistants conducted title and abstract screenings separately, and any disagreements about inclusion were resolved by discussing them with the research coordinator until an agreement was reached. Papers not in English, papers from meetings, books, editorials, news, reports, and patents were excluded, as well as unrelated or incomplete papers and studies that did not focus on the tourism and hospitality domain. A manual search of the reference lists of each paper was conducted to identify relevant papers that were not found in the database searches. After this process, 27 papers were left for a full-text review.

This study used the Mixed Methods Appraisal Tool (MMAT) to evaluate the quality of qualitative, quantitative, and mixed methods research studies included [ 65 , 66 ]. According to the findings, the quality of the study met the standards of a systematic review. Additional information can be obtained from Additional file 1 : Appendix 1.

In this section, we will report the results of our data analysis for each research question. We will begin by describing the characteristics of the studies included in the systematic literature review, such as (1) publication authors, titles, years and journals, topics, methods, and tools used in existing studies. Then each facet was elaborated by the following questions: (i) What are the main types of AI and new technologies used to enhance value co-creation in the tourism and hospitality industries? (ii) What are the future research directions in customer value co-creation through AI and new technologies in the tourism and hospitality sector? (iii) How do managers in the tourism and hospitality sector apply AI and new technologies to enhance customer co-creation value and drive business success?

Studies demographics

Figure  2 shows the yearly publication of articles on customer co-creation of value in tourism and hospitality through AI and new technologies. The chart’s data suggests two main findings. Firstly, the research on customer value co-creation in tourism and hospitality through AI and new technologies is still in its early stages (1 paper in 2012). However, the annual number of published articles from 2017 to the present appears to be generally increasing. This trend implies that the application of value co-creation in this field is gaining academic attention and is becoming an emerging research area. Based on this trend, we anticipate seeing more studies on this topic published in the following years.

Publication Years with research methods

Regarding research type, 14 papers (52%) conducted quantitative research, employing statistical analysis, structural equation modeling, and data mining methods. Meanwhile, 11 papers (41%) conducted qualitative research using interviews, thematic analysis, and descriptive analysis. Only two papers (7%) used mixed research (combining quantitative and qualitative methods). The survey and interview methods (both individual and group) were found to be more common than other research methods. This suggests that interviews provide greater insight into participant attitudes and motivations, enhancing accuracy in quantitative and qualitative studies. Additionally, certain studies employed content analysis, big data analysis using UGC, and data from online platforms, social media, and big data.

Regarding the publishing journals, we found that 27 papers were published in 22 journals (refer to Table 2 ), where three journals had more than one paper on co-creation value through AI and new technologies in tourism and hospitality, indicating their keen interest in this topic. Most publications were in the Journal of Business Research, with four studies on co-creation value through AI and new technologies in tourism and hospitality. Two related studies were published in the Tourism Management Perspectives and Journal of Destination Marketing & Management. This distribution indicates that most current research on co-creation value through AI and new technologies in tourism and hospitality was published in journals in the tourism and hospitality management field. However, some journals in the computer and AI field have also published papers on co-creation value through AI and new technologies in tourism and hospitality, including Computers in Industry, Computers in Human Behavior, Computational Intelligence, and Neuroscience.

Regarding data analytics tools, SmartPLS, AMOS, NVivo and PROCESS tools are the 5 most popular software graphic tools used in studies, while Python and R are the two main types of programming languages used. In total, 27 studies, 14 refer to using AI applications and data analytics in this research flow. Metaverse and relative technologies such as AR and VR were included in 8 studies. Three studies used service robots to discover the value co-creation process. There are include two studies that have used chatbots and virtual assistants.

Publication years and journals

In recent systematic literature reviews focusing on general services, tourism, and hospitality, there has been a notable emphasis on traditional factors shaping customer experience [ 26 , 67 , 68 ]. However, this study uniquely positions itself by emphasizing the digital age’s profound impact on value co-creation within this sector. The subsequent part digs more into the specifics of this study, building on these parallels. The detailed findings offer nuanced insights into how value co-creation in tourism and hospitality has evolved, providing a more extensive understanding than previous works.

Result 1—technology viewpoints: What are the main types of AI and new technologies used to enhance value co-creation in the tourism and hospitality industries?

Several types of AI and new technologies have been used to enhance co-creation values in the tourism and hospitality industry. Nowadays, AI, ML, and deep learning can all be used to enhance customer value co-creation in the tourism and hospitality industry [ 42 , 69 , 70 ]. There are some AI applications identified through the review process:

First, personalization and customized recommendations: AI and ML can be used to analyze customer data, such as their past bookings, preferences, and reviews, to personalize recommendations and experiences for them [ 7 , 69 , 71 , 72 ]. Cuomo et al. examine how data analytics techniques, including AI and ML, can improve traveler experience in transportation services. Applying AI and ML can help customers discover new experiences and activities they may not have considered otherwise [ 13 ]. Relating to data mining applications, Ngamsirijit examines how data mining can be used to create value in creative tourism. Moreover, the study also discusses the need for co-creation to create a successful customer experience in creative tourism and ways data mining can enhance the customer experience [ 73 ].

Second, user-generated content and sentiment analysis: ML and Natural Language Processing (NLP) can be used to analyze user-generated content such as reviews and social media posts to understand customer needs and preferences [ 12 , 37 ]. This can help businesses identify opportunities to create customer value [ 74 ]. NLP can analyze customer reviews and feedback to understand the overall sentiment toward a hotel or destination [ 75 ]. This can help businesses identify areas for improvement and create a better customer experience [ 70 ]. In the study using NLP to analyze data from Twitter, Liu et al. examine the impact of luxury brands’ social media marketing on customer engagement. The authors discuss how big data analytics and NLP can be used to analyze customer conversations and extract valuable insights about customer preferences and behaviors [ 74 ].

Third, recent deep learning has developed novel models that create business value by forecasting some parameters and promoting better offerings to tourists [ 71 ]. Deep learning can analyze large amounts of data and make more accurate predictions or decisions [ 39 , 41 ]. For example, a deep learning model could predict the likelihood of a customer returning to a hotel based on their past bookings and interactions with the hotel [ 72 ].

Some applications of the latest technologies that have been used to enhance co-creation values in tourism and hospitality include

Firstly, Chatbots and virtual assistants can enhance customer value co-creation in the tourism and hospitality industry in several ways: (i) Improved customer service: Chatbots and virtual assistants can be used to answer customer questions, provide information, and assist with tasks such as booking a room or making a reservation [ 45 ]. These tools can save customers and staff time and improve customer experience [ 76 ]; (ii) Increased convenience: Chatbots and virtual assistants can be accessed 24/7, meaning customers can get help or assistance anytime [ 50 ]. These tools can be handy for traveling customers with questions or who need assistance outside regular business hours [ 44 ]; (iii) Personalization: Chatbots and virtual assistants can use natural language processing (NLP) to understand and respond to customer inquiries in a more personalized way [ 45 , 70 ]. This can help improve the customer experience and create a more favorable impression of the business. Moreover, this can save costs and improve customers [ 16 ].

Secondly, metaverse technologies can enhance customer value co-creation in the tourism and hospitality industry in several ways: (i) Virtual tours and experiences: Metaverse technologies can offer virtual tours and experiences to customers, allowing them to visit and explore destinations remotely [ 77 ]. This technology can be beneficial for customers who are unable to travel due to pandemics or who want to preview a destination before deciding to visit in person [ 49 ]; (ii) Virtual events: Metaverse technologies can be used to host virtual events, such as conferences, workshops, or trade shows, which can be attended by customers from anywhere in the world [ 9 ]. This can save time and money for businesses and customers and increase the reach and impact of events; (iii) Virtual customer service: Metaverse technologies can offer virtual customer service, allowing customers to interact with businesses in a virtual setting [ 25 ]. This can be especially useful for customers who prefer to communicate online or in remote areas; (iv) Virtual training and education : Metaverse technologies can offer virtual training and education to employees and customers [ 41 ]. Metaverse can be an effective and convenient way to deliver training and can save time and money for both businesses and customers [ 7 ]; (v) Virtual reality (VR) experiences: Metaverse technologies can be used to offer VR experiences to customers, allowing them to immerse themselves in virtual environments and participate in activities that would be difficult or impossible to do in the real world [ 77 ]. This can enhance the customer experience and create new business opportunities to offer unique and memorable experiences [ 71 ].

Thirdly, IoT and robots can enhance customer value co-creation in the tourism and hospitality sector in several ways: (i) One way is by providing personalized and convenient customer experiences [ 12 ]. For example, hotels can use IoT-enabled devices to allow guests to control the temperature and lighting in their rooms, as well as access hotel amenities such as room service and concierge services [ 50 ]; (ii) In addition, robots can be used to provide assistance and enhance the customer experience in various ways [ 16 , 40 ]. For example, robots can be used to deliver items to guest rooms, assist with check-in and check-out processes, and provide information and directions to guests [ 12 ]; (iii) Both IoT and robots can be used to gather customer feedback and data in real-time, which can help to improve the quality and effectiveness of tourism and hospitality services [ 76 ]. For example, hotels can use IoT-enabled devices to gather data on guest preferences and needs, which can be used to tailor services and experiences to individual customers. This can help to improve customer satisfaction and loyalty [ 76 ]. Overall, using IoT and robots in the tourism and hospitality sector can help improve the industry’s efficiency and effectiveness and enhance the customer experience.

Result 2—academic viewpoints: What are the future research directions in customer value co-creation through AI and new technologies in the tourism and hospitality sector?

From an academic perspective, there are several potential future research directions in customer value co-creation through the digital age in the tourism and hospitality sector. Some possibilities include: (1) Understanding how different technologies and platforms facilitate co-creation: Researchers could investigate how different technologies and platforms, such as social media, mobile apps, or virtual reality, enable or inhibit co-creation in the tourism and hospitality industry; (2) Investigating the impact of co-creation on business performance: Researchers could examine the relationship between co-creation and business performance in the tourism and hospitality sector and identify the factors that drive success in co-creation initiatives; (3) Investigating the impact of AI and automation on co-creation: As AI and automation technologies become more prevalent in the industry, research could focus on the impact these technologies have on co-creation and value creation, including the potential for AI to facilitate or hinder co-creation; (4) Investigating the impact of the Metaverse on customer behaviour: Research could focus on understanding how the Metaverse affects customer behaviour and decision-making, and how companies can use this information to facilitate co-creation and value creation [ 9 ]; (5) Analysing the use of social media and other digital platforms for co-creation: Researchers could study how companies in the tourism and hospitality sector use social media and other digital platforms to facilitate co-creation with customers, and the impact that these platforms have on value creation [ 7 , 45 , 78 ]. Researchers could investigate how social interactions and communities in the Metaverse enable or inhibit co-creation in the tourism and hospitality industry and the impact on customer satisfaction and loyalty; (6) Examining the ethical implications of the Metaverse and AI: Researchers could explore the ethical considerations surrounding the use of the Metaverse and AI in the tourism and hospitality sector, such as issues related to privacy and data security, and the potential for these technologies to perpetuate or exacerbate societal inequalities [ 48 , 75 , 77 ].

Result 3—Management viewpoints: How do managers in the tourism and hospitality sector apply AI and new technologies to enhance customer co-creation value and drive business success?

There are several ways managers in the tourism and hospitality industry can apply AI and new technologies to enhance customer experiences and drive business success. We suggest four main possibilities: (1) Implementing chatbots or virtual assistants to encourage customer co-creation: Managers can use chatbots or virtual assistants to provide quick and convenient customer service, helping businesses respond to customer inquiries and resolve issues more efficiently [ 76 ]. Then, encourage customer co-creation by inviting customers to participate in the creation of new experiences and products by gathering feedback and ideas through online forums and focus groups [ 45 ]. This can help build a sense of community and engagement and can also lead to the development of new, innovative products and experiences that will attract more customers [ 50 , 79 ]; (2) Leveraging personalization technologies and using predictive analytics: Managers can use AI-powered personalization technologies to analyze customer data and preferences and offer personalized recommendations and experiences [ 42 , 72 , 80 ]. This can help businesses better understand and anticipate customer needs and create more tailored and satisfying experiences that drive co-creation value. Managers can leverage AI-powered predictive analytics technologies to analyze data and predict future customer behavior or trends [ 75 ]. This can help businesses anticipate customer needs and make informed decisions about resource allocation and planning, enhancing co-creation value. Managers can use personalization technologies and predictive analytics to analyze customer feedback and identify areas for improvement [ 37 ]. These can help businesses better understand customer needs and preferences and create more satisfying and valuable experiences that drive co-creation value [ 7 , 36 , 41 ]; (3) Using the Metaverse to facilitate co-creation: Managers can leverage the Metaverse to allow customers to design and customize their own experiences, which can help create value in collaboration with customers [ 25 , 71 , 77 ]. Managers can use VR and AR technologies to create immersive and interactive customer experiences in the Metaverse [ 81 ]. This can help businesses differentiate themselves and stand out in a competitive market. Managers can use data analysis tools to understand how customers behave in the Metaverse and use this information to create more personalized and satisfying experiences [ 9 ]. Managers can leverage the Metaverse to facilitate co-creation with customers, for example, by enabling customers to design and customize their own experiences [ 49 , 81 ]. This can help businesses create value in collaboration with customers; (4) Integrating AI-robotics into operations to support value co-creation: Analyse your business processes to identify tasks that can be automated using AI-powered robotics, such as check-in and check-out, room service, or concierge services [ 12 , 82 ]. Managers can consider using AI-powered robots for tasks such as check-in and check-out or for delivering amenities to guests. Use AI and the latest technologies to streamline the booking and check-in process, making it faster and more convenient for customers [ 16 ]. This can include using virtual assistants to handle booking inquiries or facial recognition technology to allow customers to check in at their hotel simply by showing their faces. These can help businesses reduce labor costs and improve efficiency, enhancing co-creation value [ 16 ]. We summarize three viewpoints in Fig.  3 below.

Summary of value co-creation through the Digital Age in Tourism and Hospitality

Combining these three viewpoints as a research agenda for tourism and hospitality in the AI and digital age holds immense potential. It addresses critical aspects such as customer experience enhancement, leveraging customer-generated content, and exploring cutting-edge technologies to create value co-creation opportunities. Researching these areas allows the industry to stay at the forefront of the digital revolution and deliver exceptional customer experiences that drive business success in the next few years.

Discussion and implications

This study aimed to develop a systematic literature review of customer value co-creation in the hospitality and tourism industry using the PRISMA protocol [ 27 ]. The study findings highlighted that tourism and hospitality should take advantage of AI and new technologies, as it brings significant advantages. Value co-creation in the tourism and hospitality sector refers to creating value through the collaboration and participation of multiple stakeholders, including tourists, employees, and the industry [ 2 ]. AI, Metaverse, and other new technologies can significantly enhance value co-creation in this sector by enabling more personalized, immersive, and efficient tourist experiences [ 40 , 80 , 81 ].

From a technology viewpoint, the study reveals that manifestations of customer value co-creation through the digital age are related to AI and the latest technologies such as Metaverse, robots, IoT, chatbots, intelligence systems, and others that shape co-creation [ 42 ]. AI applications and new technologies can help shape customer value co-creation in this sector. AI can follow the rules, think like an expert, learn from data, and even create virtual and augmented reality experiences [ 4 , 10 ]. Chatbots, personalization, predictive analytics, and robotics are examples of how AI and technology can create unique and fun travel experiences [ 16 , 40 , 74 , 83 ].

From an academic viewpoint, researchers look at ways technology can help people enjoy their travels and stay in hotels by boosting the value co-creation process [ 2 ]. They are looking at how different technologies, like social media, can help people create value for themselves and others [ 45 , 84 ]. They are also looking at how AI and the virtual world can change people’s decisions and how companies can use this information to help people [ 77 , 80 ]. Finally, researchers are looking into the ethical issues of using technology in tourism and hospitality [ 48 , 75 , 77 ].

From the manager’s viewpoint, managers in the tourism and hospitality industry can use AI and new technologies to create better customer experiences and drive success [ 70 , 80 ]. These can include using chatbots or virtual assistants to help customers and get their feedback [ 50 , 76 ], using personalization technologies to understand customer needs [ 69 ], using the Metaverse to have customers design their own experiences [ 10 ], and using AI-robotics to automate tasks [ 16 , 82 ].

In light of the findings from this systematic literature review, policymakers in the tourism and hospitality sectors must revisit and revitalize current strategies. Embracing digital age technologies, especially AI and metaverse tools, can significantly enhance customer value co-creation. This necessitates targeted investments in technology upgradation, capacity-building, and skilling initiatives. While the initial resource allocation may appear substantial, the long-term returns regarding elevated customer satisfaction, increased tourism inflow, and industry-wide growth are undeniable. Policymakers must ensure a collaborative approach, engaging stakeholders across the value chain for streamlined adoption and implementation of these advancements.

Overall, the use of AI, Metaverse, and other new technologies can significantly enhance co-creation value in the tourism and hospitality sector by enabling more personalized, immersive, and efficient experiences for tourists and improving the efficiency and effectiveness of the industry as a whole [ 15 ].

Theoretical implications

The systematic literature review using the PRISMA method on customer value co-creation through the digital age in the tourism and hospitality sector has several theoretical implications.

First, this research paper addresses earlier suggestions that emphasize the significance of further exploring investigations on customer value co-creation in the hospitality and tourism sector [ 2 , 85 ].

Second, the review highlights the importance of adopting a customer-centric approach in the tourism and hospitality industry, in which customers’ needs and preferences are central to the design and delivery of services [ 35 , 86 ]. This shift towards customer value co-creation is driven by the increasing use of digital technologies, such as the IoT, AI, and ML, which enable real-time communication and data gathering from customers [ 1 , 40 ].

Third, the review highlights the role of digital technologies in enabling personalized and convenient customer experiences, which can help improve satisfaction and loyalty [ 87 ]. Using AI-powered chatbots and personalized recommendations based on customer data can enhance the customer experience, while using IoT-enabled devices can allow guests to control and access hotel amenities conveniently [ 12 ].

Fourth, the review suggests that adopting digital technologies in the tourism and hospitality sector can increase the industry’s efficiency and effectiveness [ 88 ]. Businesses use ML algorithms to automate tasks and analyze customer data, which can help streamline processes and identify areas for improvement [ 39 , 80 ].

Overall, the systematic literature review using the PRISMA method sheds light on adopting a customer-centric approach and leveraging digital technologies for customer value co-creation in tourism and hospitality. Over the next five years, researchers should focus on exploring the potential of emerging technologies, developing conceptual frameworks, and conducting applied research to drive meaningful transformations in the industry. By aligning strategies with these implications, organizations can thrive in the dynamic digital landscape and deliver exceptional customer experiences, ultimately contributing to their success and competitiveness in the market [ 2 , 4 , 15 , 29 , 33 , 89 ].

Practical implications

The systematic literature review using the PRISMA method on customer value co-creation through the digital age in the tourism and hospitality sector has several management implications for organizations in this industry.

First, the review suggests that adopting a customer-centric approach, in which customers’ needs and preferences are central to the design and delivery of services, is crucial for success in the digital age [ 40 , 86 ]. Therefore, managers should focus on understanding and meeting the needs and preferences of their customers and consider how digital technologies can be leveraged to enable real-time communication and data gathering from customers [ 15 , 80 ].

Second, the review highlights the importance of using digital technologies like the IoT, AI, and ML to enable personalized and convenient customer experiences [ 40 , 50 ]. Managers should consider how these technologies can enhance the customer experience and improve satisfaction and loyalty [ 36 , 39 ].

Third, the review suggests that adopting digital technologies in the tourism and hospitality sector can lead to increased efficiency and effectiveness in the industry [ 7 , 16 ]. Therefore, managers should consider how these technologies can streamline processes and identify areas for improvement [ 42 ]. Further, regarding privacy concerns, managers must spend enough resources to secure their customers’ data to help boost the customer value co-creation process [ 48 , 77 ].

Fourth, policymakers can foster an environment conducive to value co-creation by incorporating customer-centric strategies and leveraging digital technologies. Effective policies can enhance customer experiences, promote sustainable growth, and drive economic development, ensuring a thriving and competitive industry in the digital age.

The practical implications of applying AI and new technology for managerial decision-making in the tourism and hospitality industry are vast and promising [ 90 ]. Managers can navigate the dynamic digital landscape and drive meaningful co-creation with customers by embracing a customer-centric approach, leveraging personalized technologies, addressing efficiency and data security considerations, and strategically adopting AI-powered tools. By staying abreast of technological advancements and harnessing their potential, businesses can thrive in the next five years and beyond, delivering exceptional customer experiences and enhancing value co-creation in the industry.

Limitations and future research

The research, anchored in the PRISMA methodology, significantly enhances the comprehension of customer value co-creation within the digital ambit of the tourism and hospitality sectors. However, it is essential to underscore certain inherent limitations. Firstly, there might be publication and language biases, given that the criteria could inadvertently favor studies in specific languages, potentially sidelining seminal insights from non-English or lesser-known publications [ 91 ]. Secondly, the adopted search strategy, governed by the choice of keywords, databases, and inclusion/exclusion guidelines, might have omitted pertinent literature, impacting the review’s comprehensiveness [ 57 ]. Furthermore, the heterogeneous nature of the studies can challenge the synthesized results’ generalizability. Finally, the swiftly evolving domain of this research underscores the ephemeral nature of the findings.

In light of these limitations, several recommendations can guide subsequent research endeavors. Scholars are encouraged to employ a more expansive and diverse sampling of studies to curtail potential biases. With the digital technology landscape in constant flux, it becomes imperative to delve into a broader spectrum of innovations to discern their prospective roles in customer value co-creation [ 18 ]. Additionally, varied search strategies encompassing multiple databases can lend a more holistic and inclusive character to systematic reviews [ 27 ]. Moreover, future research could investigate the interplay between political dynamics and the integration of novel technologies, enriching the understanding of value co-creation in a broader socio-political context. Lastly, integrating sensitivity analyses can ascertain the findings’ robustness, ensuring the conclusions remain consistent across diverse search paradigms, thereby refining the review’s overall rigor.

In conclusion, this review highlights the pivotal role of digital technologies in customer value co-creation within the tourism and hospitality sectors. New AI, blockchain and IoT technology applications enable real-time communication and personalized experiences, enhancing customer satisfaction and loyalty. Metaverse technologies offer exciting opportunities for immersive interactions and virtual events. However, privacy and data security challenges must be addressed. This study proposed a comprehensive research agenda addressing theoretical, practical, and technological implications. Future studies should aim to bridge research gaps, investigate the impact of co-creation on various stakeholders, and explore a more comprehensive array of digital technologies in the tourism and hospitality sectors. This study’s findings provide valuable insights for fostering innovation and sustainable growth in the industry’s digital age. Despite the valuable insights gained, we acknowledge certain limitations, including potential biases in the search strategy, which underscore the need for more inclusive and diverse samples in future research.

Availability of data and materials

The review included a total of 27 studies published between 2012 and 2022.

Change history

07 february 2024.

A Correction to this paper has been published: https://doi.org/10.1186/s43093-023-00293-2

Abbreviations

• Artificial intelligence

Augmented reality

Internet of Things

Machine learning

Preferred Reporting Items for Systematic Reviews and Meta-Analyses

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DTD, conceived the research idea and designed the study in collaboration with NMT. DTD took the lead in writing the manuscript, with significant contributions from NMT. All authors reviewed and edited the manuscript to ensure accuracy and clarity. All authors read and approved the final manuscript.

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Dang, T.D., Nguyen, M.T. Systematic review and research agenda for the tourism and hospitality sector: co-creation of customer value in the digital age. Futur Bus J 9 , 94 (2023). https://doi.org/10.1186/s43093-023-00274-5

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• Customer value co-creation
• Tourism and hospitality

Understanding the Role of Stakeholders in Sustainability of Travel and Tourism Industry: Future Prospects

• Living reference work entry
• First Online: 12 December 2023
• Cite this living reference work entry

• Anukrati Sharma 2 &
• Shruti Arora 2  

Part of the book series: Springer International Handbooks of Education ((SIHE))

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Without the support and dedication of stakeholders, success might seem improbable for any business or industry. Working together, stakeholders can make sure that travel and tourism has a positive impact on the economy, environment, and society. Properly involving stakeholders in the tourism industry could also result in better decision-making, increased cooperation, and a greater understanding of the industry’s effects. All parties involved in the planning of sustainable travel and tourism must be included, especially the local community. Despite not often having a direct connection to the project or even the industry, stakeholders are nonetheless influenced by the results. Future generations are frequently regarded as tourism stakeholders, including both visitors and residents. In order to maintain sustainability, the chapter explores the role of stakeholders in the travel and tourism sector. The goal of this study is to better understand how stakeholders’ perspectives might affect business decisions on the development of sustainable tourism initiatives at diverse tourist destinations. This research will focus on the role of stakeholders in the sustainability of the travel and tourism sector and future prospects through a review of the literature from the previous 15 years.

According to the authors, locals or the host community have a greater responsibility to preserve the local culture and to sustain it for the future of the region. This is based on a review of the literature that demonstrates how stakeholders, including national and local government, the host community, individual shops, professionals working in tourism, tourism educational centers, tourists, and destination management organizations, all enhance or limit progress in travel and tourism. A few other issues were also noted during the study, such as poor education, inadequate financing and publicity, and rapid changes in infrastructure and technology.

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Anukrati Sharma & Shruti Arora

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Sharma, A., Arora, S. (2024). Understanding the Role of Stakeholders in Sustainability of Travel and Tourism Industry: Future Prospects. In: Sharma, A. (eds) International Handbook of Skill, Education, Learning, and Research Development in Tourism and Hospitality. Springer International Handbooks of Education. Springer, Singapore. https://doi.org/10.1007/978-981-99-3895-7_44-1

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DOI : https://doi.org/10.1007/978-981-99-3895-7_44-1

Received : 29 July 2023

Accepted : 22 November 2023

Published : 12 December 2023

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The Interview: Marta Soligo

The hospitality researcher uncovers human interaction in the context of tourist attractions.

Marta Soligo is the director of tourism research at the UNLV Office of Economic Development in the Harrah College of Hospitality. She studies the dynamics of human interactions in tourist-centric environments. (Becca Schwartz/UNLV)

• May 13, 2024
• By Caitlyn Lopez

Hospitality College assistant professor Marta Soligo approaches her research with the creativity and precision of a skilled artist. Drawing on her experience in tourism, entertainment, and social issues, Soligo meticulously studies the dynamics of human interactions in tourist-centric environments, from bustling resorts to quiet museum corridors. Much like a sculptor carving a block of marble, Soligo delves into every aspect of these social landscapes, chiseling away at the surface to uncover the nuanced behaviors that define and drive the world of hospitality.

"I spend hours observing how people interact," Soligo reveals. "I really put hospitality and tourism venues under the microscope, looking for details everywhere."

Her fascination with understanding human behavior extends beyond her academic pursuits. As a Renaissance art enthusiast, Soligo finds inspiration in painters and sculptors whose sharp skills mirror her own ethnographic research methods. "I get very serious when I look at those artworks,” Soligo confesses. “I need to observe every detail so I can try to understand the kind of images they aimed to portray.”

By integrating her love for detailed analysis with her professional pursuits, Soligo brings a unique depth to tourism studies and inspires a new generation of hospitality professionals to embrace a more thoughtful, observant approach — hallmarks of both a scholar and a sculptor.

Tell us about your research.

My focus is on hospitality and tourism from a sociological perspective. My main two areas of research are tourism and social problems — such as poverty, discrimination, racism, environmental justice, etc. – and tourism and entertainment.

What was an a-ha moment that shaped your career?

When I was in Italy, I fell in love with Los Angeles and the film industry. I always thought about moving to L.A., but I wasn’t an actress or a screenwriter or a filmmaker. I figured I was in the wrong field if I wanted to work there. Then, when I was studying for my master’s degree, my professor told me there was an entire field of research that studies theme parks, movies, and entertainment from a sociological standpoint. Then I learned from another professor about the important conflicts and social problems between tourists and local communities.

What inspired you to get into hospitality?

My life was a bit of a constant trip. I grew up in Italy, which is full of art and museums and culture. When I was five, my dad got a job near Venice, so we would go to Venice during the weekends and see all the attractions. Then, when I was 13, I had to decide the major of my high school education, and I chose tourism because I went to a tourism technical high school.

Traveling as a kid, I wanted to soak up everything. As we went down the streets, I wanted to stop and ask everyone about their experiences. I think that’s where the sociology part came in. I wanted to learn more about people and their way of thinking.

Tell us about your current research project.

I’m collaborating with the Office of Economic Development to study how we can diversify Southern Nevada’s tourism economy and its beneficiaries, and we’re concentrating on three kinds of tourism: medical, sports, and cultural.

For cultural tourism, we’re focused on the Historic Westside. It’s an underserved community that experienced segregation, so we’re trying to create sustainable and respectful forms of tourism that also share the community’s story. I’m working with Claytee White from UNLV Libraries to interview activists, community members, property owners, business owners, politicians, etc. to get a sense of what they want and need. Then, we’ll use that to support the development of a tourism project that is not only for the community but also by the community. We want their voices included. 

Are there any industry trends you’re excited about?

From a research perspective, I like to see academia challenging old theories. I really like the idea of regenerative tourism and theories that look at tourism as both a positive and negative tool. Yes, tourism can be a tool for exploitation, gentrification, and displacement, but it can also be a tool for regeneration, especially if the voices of the people are included.

For example, one of my favorite things to read about lately is the reflection of degrowth. We’ve always looked at the success of destinations exclusively based on how much money they make. Now we’re challenging that. Why are we only using money as a criterion? Why aren’t we measuring community well-being? Why don’t we measure Indigenous knowledge, inclusion, and strategy? Profits are very important, but there are other standards to look at. If you have a healthy community, the money will eventually come.

What do you think about space tourism?

The first idea that I always try to teach students is that, in today’s society, anything can become a tourist attraction. The first article I had published was about cemeteries in Hollywood. People go to the graves of Marilyn Monroe or Michael Jackson. They go to the house where a famous murder happened. And now, even space can become a destination!

On the other hand, I think it’s a bit dangerous and inaccessible. Would I go? I think it depends on how it’s proposed and how safe it is.

What have you learned from students?

I think these new generations are well-prepared to address social issues regarding poverty, equality, and the environment. I wasn’t as aware when I was their age. I learn a lot from them.

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Myong Jae (MJ) Lee, Ph. D

Professor and James A. Collins Distinguished Professor

Office: 80-123 Email:  [email protected] Phone: (909) 869-3158 Fax: (909) 869-4805

Dr. Myong Jae (MJ) Lee is a Professor, James A. Collins Distinguished Professor, and former Graduate Program Director in the Collins College of Hospitality Management at Cal Poly Pomona. Dr. Lee brings an international perspective to his students from industry and teaching experiences gained at various workplaces and institutions. Prior to joining The Collins College faculty, he served as a Visiting Assistant Professor in the School of Hotel and Tourism Management at Hong Kong Polytechnic University and an instructor at the Kansas State University. Prior to entering academe, he worked several years in the hospitality industry including Hilton Seoul, Brave Hotel, Hilton Houston, and Aramark Minute Maid Park.

 Dr. Lee has published more than 70 refereed journal articles in the areas of convention participation behaviors, customer satisfaction in the aviation industry, organizational behavior in the restaurant industry, event management, sustainability, and hospitality and tourism education. He has also presented more than 50 papers at various professional and academic conferences. Currently, Dr. Lee serves as an associate editor of Pan Pacific Journal of Business Research.

• Kansas State University , Ph.D. (Foodservice & Hospitality Management)
• University of Houston , MHM (Hospitality Management)
• Kyonngi University , BS (Hotel & Restaurant Management)

Teaching, Research & Consulting Interests:

• Hotel/Resort Operations Management
• Hospitality and Tourism Marketing
• Service Quality & Customer Satisfaction
• Convention, Event & Exhibition Planning and Marketing
• Research Methodology & Data Analysis

Selected Publications:

• Kim, H., Huh, C., Song, C., & Lee, M. (2021). How can Hotel Smartphone Apps Enhance Hotel Guest Experiences?: An Integrated Model of Experiential Value.   Journal of Hospitality and Tourism Technology . (Accepted)
• Lee, P., Yoon, S., & Lee, M. (2021). Are you ready? Exploration of perceived career readiness attributes of the hospitality management students . Journal of Hospitality and Tourism Education . (Accepted)
• Dopson, L., Lee, P., Lee, M., & Lara, A. (2021). Perceived importance of career engagement initiatives in hospitality education . Journal of Hospitality and Tourism Education . (Online First)
• Chua, B., Ansi, A., Lee, M., & Han, H. (2021). Impact of Health Risk Perception on Avoidance of International Travel in the wake of a Pandemic.   Current Issues in Tourism , 24(7), 985-1002.
• Chua, B., Ansi, A., Lee, M., & Han, H. (2021). Tourists’ Outbound Travel Behavior in the Aftermath of COVID-19: The Role of Corporate Social Responsibility, Response Effort, and Health Prevention.   Journal of Sustainable Tourism , 29(6), 879-906.
• Samuel, M., Kang, H., Choi, H., & Lee, M. (2021). Sustainable Event Planning: An exploration of university conference centers.   Sustainability , 13, 7194.
• Kim, J., Lee, M., & Han, H. (2020). Smart hotel: Testing the effect of perceived performance, attitude, and technology readiness on word-of-mouth.   International Journal of Environmental Research and Public Health , 17, 7455.
• Lee, M., Kang, H., Choi, H., & Olds, D. (2020). Managerial attitude towards green practices in educational restaurant operations: An Importance-Performance Analysi s, Journal of Hospitality and Tourism Education, 32(3), 142-155.
• Lee, M., Lee, P., Dopson, L., & Yoon, S. (2020). What dimensions of career expos have the most impact on student satisfaction? Journal of Hospitality, Leisure, Sports, and Tourism Education, 27, 100263.
• Kim, H., Kang, S., Song, C., & Lee, M. (2020). How hotel smartphone applications affect hotel guest satisfaction and re-use intention: An experiential value approach. Journal of Quality Assurance in Hospitality and Tourism, 21(2), 209-233.
• Frye, W., Kang, S., Huh, C., & Lee, M. (2020). What factors influence Gen Y’s employees remain in the hospitality industry? An internal marketing approach. International Journal of Hospitality Management, 85, 102352.
• Kim, T., Choi, H., Song, C., & Lee, M. (2019). Investigating the impact of advertising during economic shocks on firm performance in the hospitality industry. Journal of Hospitality Marketing and Management, 28(8), 1010-1031.
• Han, H., Lee, M., Chua, B., & Kim, W. (2019). Triggers of traveler willingness to use and recommend eco-friendly airplanes. Journal of Hospitality and Tourism Management, 38(1), 91-101.
• Lee, P., Lee, M., & Dopson, L. (2019). Who influences college students’ career choice? An empirical study of hospitality management students. Journal of Hospitality and Tourism Education, 31(2), 74-86.
• Lee, M., Lee, P., & Lopez, B. (2019). Hospitality and tourism career fairs: How important are they and how well do they work? Journal of Teaching in Travel and Tourism, 19(4), 326-340.
• Lee, P., Lee, M., & Cheng, M. (2019). Importance of wellness concepts in the hotel industry: Perspectives from Generation Y guests. Journal of Quality Assurance in Hospitality and Tourism, 20(6), 729-752.
• Huh, C., Lee, M., & Lee, S. (2019). A Profile of Spa-goers’ Markets in the U.S. Luxury Hotels and Resorts: A Posteriori Market Segment Approach. Journal of Hospitality Marketing & Management, 28(8), 1032-1052.
• Lee, M., Kang H., Choi, H., & Lee, J. (2019). Students’ Perceptions of Hospitality Management Education in US Higher Education: Domestic vs International Students. Journal of Hospitality, Leisure, Sport & Tourism Education, 25, 100212.
• Han, H., Lee, M., & Kim, W. (2018). Antecedents of Green Loyalty in the Cruise Industry: Sustainable Development and Environmental Management. Business Strategy and the Environment, 27(3), 323-335.
• Hwang J., Han H., & Lee, M. (2018). Antecedents of travelers’ repurchase behavior for luxury cruise product. Current Issues in Tourism, 21(7), 821-841.
• Lee, S., & Lee, M. (2018). California residents’ gambling motivations: Indian reservations vs Las Vegas casinos. International Journal of Hospitality & Tourism Administration, 19(2), 210-231.
• Santivong, K., Yun, H., & Lee, M. (2018). Effect of residents’ cognitions regarding cultural attractions in a historic city on place image and tourism development: Focused on UNESCO world heritage, Luang Prabang, in Laos. Journal of Tourism Management Research, 22(3), 981-1003.
• Ko, S., Kang, S., Kang, H., & Lee, M. (2018). An exploration of foreign tourists’ perceptions of Korean food tour: A factor-cluster segmentation approach. Asia Pacific Journal of Tourism Research, 23(8), 833-846.
• Han, H., Hwang, J., Lee, M., & Kim, J. (2018). Word-of-mouth, buying, and sacrifice intentions for eco-cruise: Exploring the function of norm activation and value-attitude-behavior. Tourism Management, 70(1), 430-443.
• Yun, H., Kang, D., & Lee, M. (2018). Spatiotemporal distribution of urban walking tourists by season using a GPS-based smartphone application. Asia Pacific Journal of Tourism Research, 23(11), 1047-1061.
• Han, H., Lee, M., & KIm, W. (2018). Role of shopping quality, hedonic/utilitarian shopping experiences, trust, satisfaction, and perceived barriers in triggering customer post-purchase intentions at airports. International Journal of Contemporary Hospitality Management, 30(10), 3059-3082.
• Han, H., Lee, M., & Kim, W. (2018). Promoting guest towel reuse behaviors: A water conservation management and environmental policy in the hotel industry. Business Strategy and the Environment, 27(8), 1302-1312.
• Lee. M., Dopson, L., & Ko, S. (2017). Graduate studies in hospitality management in the United States: Doctoral programs. Journal of Hospitality and Tourism Education, 29(1), 25-34.
• Han H. Hwang J., & Lee, M. (2017). The Value-belief-emotion-norm model: Investigating customers’ eco-friendly behavior. Journal of Travel and Tourism Marketing, 34(5), 590-607.
• Wang, Y., Lee, M., & Huh, C. (2017). Factors Influencing Chinese Outbound Exhibitors to U.S. Exhibition Market: Exhibitors’ Motivational Factors and Characteristics. Asia Pacific Journal of Tourism Research, 22(8), 850-862.
• Lee, M. (2017). Hospitality lab educators’ perceptions of sustainability in hospitality management curriculum. CHRIE Communique, 31(10), 4.
• Lee, L., Lee, M., & Dewald, B. (2016). Measuring the Customers’ Perception of Tangible Service Quality in the Restaurant Industry: An Emphasis on Upscale Dining Segment. Journal of Foodservice Business Research, 19(1), 21-38.
• Han, H., Lee, M., & Hwang J. (2016). Cruise travelers’ environmentally responsible decision-making: An integrative framework of goal-directed behavior and norm activation process. International Journal of Hospitality Management, 53(1), 94-105.
• Lee, M., Huh, C., & Jones, M. (2016). Investigating quality dimensions of hospitality higher education: From a student’s perspective. Journal of Hospitality and Tourism Education, 28(2), 95-106.
• Chang, H., Huh, C., & Lee, M. (2016). Would an energy conservation nudge in hotels encourage hotel guests to conserve? Cornell Hospitality Quarterly, 57(2), 172-183.
• Lee, M., Dopson, L., & Ko, S. (2016). Graduate study in hospitality management in the United States: Master of Science programs. Journal of Teaching in Travel & Tourism, 16(3), 213-227.
• Lee, S., & Lee, M. (2016). Exploring what motivates gambling among California residents: Indian reservations casinos. International Journal of Tourism Science, 16(3), 1-22.
• Lee, M., Lee, S., & Joo, Y. (2015). The effects of exhibition service quality on exhibitor satisfaction and behavioral intentions. Journal of Hospitality Marketing & Management, 24(7), 683-707.
• Lee, M., Huh, C., Lee, J. (2015). Business cycle and long-term debt: Effects on hotel operating lease. Journal of Hospitality Financial Management, 23(2), 138-146.
• Lee, M. (2015). An investigation of spa-goers’ intention to visit a luxury hotel spa: An extension of Theory of Planned Behavior. Pan-Pacific Journal of Business Research, 6(2), 15-31.
• Lee, M. & Lee, S. (2014). Subject areas and future research agendas in exhibition research: Visitors’ and organizers’ perspectives, Event Management, 18(3), 377-386.
• Lee, M. & Kang, Y. (2014). Subject areas and future research agendas in exhibition research: Exhibitors’ perspectives. Event Management, 18(2), 185-194.
• Lee C., Lee, M., & Yoon, S. (2013). Estimating the economic impact of convention and exhibition businesses using a regional Input-Output model: A case study of the Daejeon Convention Center in South Korea. Asia Pacific Journal of Tourism Research, 18(4), 330-353.
• Lee, M., Kim, S., & Kim, W. (2012). Service employees’ organizational citizenship behaviors and customer-oriented behaviors: An accountability theory perspective. Journal of Foodservice Business Research, 15(4), 335-361.
• Lee, M., Seo, J., & Yeung, S. (2012). Comparing motives for exhibition participation: Visitors’ versus exhibitors’ perceptions. International Journal of Tourism Science, 12(3), 1-19.
• Kim, M., Lee, M., Lee, C., & Song, H. (2012). Does gender difference affect overseas travel? Applying the model of goal directed behavior. Asia Pacific Journal of Tourism Research, 17(5), 509-533.
• Lee, M., Singh, N., & Chan, E. (2011). Perceived justice needs and recovery efforts in the hotel industry: A text-mining approach. Journal of Vacation Marketing, 17(3), 197-208.
• Hyun, S., Kim, W., & Lee, M. (2011). Impact of advertising on patron’s emotion, perceived value, and behavioral intentions in the chain restaurant industry. International Journal of Hospitality Management, 30(3), 689-700.
• Lee, M., Olds, D., & Lee, C. (2010). Why students choose a hospitality and tourism program: A study of undergraduate students in the United States. Journal of Hospitality & Tourism Education, 22(3), 20-26.
• Lee, M., Yeung, S., & Dewald, B. (2010). An exploratory study examining the determinants of attendance motivations as perceived by attendees at Hong Kong exhibitions. Journal of Convention and Event Tourism, 11(3), 195-208.
• Lee, K., Lee, M., & Kim, H. (2009). Effectiveness of events management curriculum as perceived by students and industry professionals. Journal of Hospitality, Leisure, Sports & Tourism Education, 8(2), 60-73.
• Singh, N., & Lee, M. (2009). Theory construction: Convergence and congruency of pictorial destination images in DMOs’ Websites and brochures. Journal of Hospitality Marketing and Management, 18(4), 845-858.
• Kim, W., Ok, C., & Lee, M. (2009). The relationships among the antecedents of organizational citizenship behaviors in foodservice businesses. Cornell Hospitality Quarterly, 50(2), 180-197.
• Kim, N., Kim, H. & Lee, M. (2009). An examination of the determinants of customer loyalty in the online travel industry: A comparative analysis in differences between groups based on technology readiness. Korean Journal of Hospitality Administration.
• Singh, N. & Lee, M. (2008). Exploring perceptions toward education in 3-D virtual environments: An introduction to “Second Life.” Journal of Teaching in Travel and Tourism, 8(4), 315-327.
• Lee, M., Kim, S., & Lo, A. (2008). Perceptions of hospitality and tourism students toward study motivations and preferences: A study of Hong Kong students, Journal of Hospitality, Leisure, Sports & Tourism Education, 7(2), 45-58.
• Lee, K., Lee, M., & Kim, H. (2008). Comparing perceptions of events management curriculum: A factor-correspondence analysis. Event Management, 12(2), 67-79.
• Lee, M., & Back, K. (2008). Association meeting participation: A test of competing models. Journal of Travel Research, 46(3), 300-310.
• Kim, S., Lee, M., & Chon, K. (2008). Study motivations and preferences in the Korean hospitality and tourism field, Journal of Marketing for Higher Education, 18(2), 216-239.
• Lee, M., & Lee, K. (2007). Convention and exhibition center development in Korea. Journal of Convention & Event Tourism, 8(4), 101-120.
• Lee, M., & Back, K. (2007). Association members’ meeting participation behaviors: Development of meeting participation model. Journal of Travel & Tourism Marketing, 22(2), 15-33.
• Lee, M., & Jang, S. (2007). Market diversification strategy and financial performance and stability: A study of hotel companies. International Journal of Hospitality Management, 26(2), 262-275.
• Lee, M., & Back, K. (2007). Effects of destination image on meeting participation intentions. Service Industries Journal, 27(1), 59-73.
• Ma, J., Kim, S., & Lee, M. (2007) HTM study of motivation and preference: A comparison between master’s students of mainland China and Hong Kong. Asian Journal of Tourism & Hospitality Research, 1(1), 99-112.
• Lee, M. (2006). Analytical reflections on the economic impact assessment of conventions and special events. Journal of Convention & Event Tourism, 8(3), 71-85.
• Lee, M., & Geddie, M. (2006). Impact of an airline merger on customer satisfaction: The case of American Airlines/Trans World Airlines (TWA) merger. International Journal of Hospitality & Tourism Administration, 7(1), 47-61.
• Lee, M., & Joo, Y. (2006). The role of motivators and inhibitors in association meeting participation: An application of Theory of Planned Behavior. Event Convention Research, 2(1), 87-108.
• Lee, M., & Back, K. (2005). A review of economic value drivers in convention and meeting management research. International Journal of Contemporary Hospitality Management, 17(5), 409-420.
• Lee, M., & Back, K. (2005). A review of convention and meeting management research 1990-2003: Identification of statistical methods and subject areas. Journal of Convention & Event Tourism, 7(2), 1-20.
• Lee, M., & Lee, K. (2005). Association members’ perceived importance and performance of convention destination attributes. Event Convention Research, 1(1), 159-173.

Book Chapter:

• Lee, M ., & Lee, K. (2008). Convention and exhibition center development in Korea. In R. Nelson (Eds.),  Developing a successful infrastructure for convention and event tourism  (pp. 101-120). Binghamton, NY: The Haworth Hospitality & Tourism Press

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Why does California have the highest jobless rate in the country?

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California has the highest unemployment rate in the country. Several factors are contributing, including the state’s slow-to-rebound leisure and hospitality sectors. But the state has a lot of job openings, and high quit rates suggest workers are optimistic they can find better positions.

Lea este artículo en  español .

Nance Parry says she’s sent out more than 1,000 resumes since she got laid off in September 2019. She’s gotten one interview. 

Just five weeks into what Parry thought would be a six-month contract, she was laid off from a job as a document specialist for an engineering firm. She says she’s sent out two to three resumes per weekday since but that’s netted a grand total of one interview, leaving her to live off of a monthly $1,200 Social Security check, $1,030 of which is used to pay rent for her apartment in Duarte. 

“I’ve tried to survive, you know, paid bills and food and everything on $200 a month after the rent is paid,” Parry said. “I need to work.”  She needs new glasses and electrical work done on her car, but won’t be able to pay for either of those things until she gets a new job. Her landlord has tried to evict her three times, she says, and she’s worried about what will happen when LA county’s eviction protections end in January 2022. 

“I don’t know if I’m going to end up living in my car or what because without a job you can’t get an apartment,” she said. 

Parry is one of roughly 1.4 million Californians who are out of work and looking for jobs. In October, according to the U.S. Bureau of Labor Statistics, the state recorded a 7.3% unemployment rate , the highest in the country, a distinction California shares with Nevada. October’s national unemployment rate is several points lower, at 4.6%. 

One contributor to the state’s lagging employment situation is that California’s large leisure and hospitality sector — made up of hotels, restaurants and more — hasn’t rebounded as quickly as the rest of the country’s. But other data suggest the news isn’t all bad: There are lots of job openings and workers are quitting their jobs in droves , which is often a sign that people are optimistic they can find a better job. 

Why is California’s jobless rate bouncing back more slowly?

Even pre-pandemic, California’s overall unemployment rate was usually slightly above the national rate. But the fact that so many Californians work in the leisure and hospitality industries — which saw massive layoffs in the beginning of the pandemic — contributes to the state’s lagging employment recovery now. Leila Bengali, an economist at UCLA’s Anderson School of Management, pointed out California’s leisure and hospitality sectors employed almost 18% fewer people in September 2021 than pre-pandemic, according to data from the Bureau of Labor Statistics. Nationwide, the industry was just 9% smaller in September than it was pre-pandemic. 

One explanation for the gap between the rate at which California’s leisure and hospitality industry has recovered jobs and the rate at which the industry has recovered jobs nationally,  Bengali said, is that international tourism, a large part of the state’s economy, was particularly hard hit during the pandemic. Visitors buy lunches at cafes and stay in hotels; when travel dried up, those businesses bore the brunt. 

“It’s not a coincidence that two states (California and Nevada) that are heavily reliant on tourism and entertainment have not done as well, given the demise of tourism and entertainment under COVID,” said Manuel Pastor, a professor of sociology and American Studies and Ethnicity at the University of Southern California.

New York, which also has a large tourism industry, has an overall unemployment rate of 6.9%. Florida, another high-tourism state, stands apart among high-tourism states with a 4.6% unemployment rate overall. The leisure and hospitality sectors in California, Nevada, New York and Florida have all added jobs back more slowly than the sectors have nationally.

Another potential explanation comes from research by Harvard economics professor Raj Chetty and several other economists, who found that low-wage workers who worked at small businesses in high-rent zip codes — of which California has many — lost their jobs at higher rates early in the pandemic than low-wage workers who worked in small businesses in lower-rent areas. 

“If you lived in East LA, but you got on your bike and a bus to get over to Beverly Hills to work in a restaurant, or to clean a house or to take care of kids, a lot of that demand disappeared,” said Pastor.

But aren’t employers struggling to fill jobs?

Yes. Walk down any commercial strip in a California city and there’s a decent chance you’ll see a ‘Now Hiring’ sign in a restaurant or shop window. Employers have been offering cash bonuses and beefed-up benefits to fill empty positions. 

California’s unemployment situation “certainly isn’t a question of a lack of job opportunity; that’s not what’s going on,” said Chris Thornberg, founding partner of Beacon Economics, an economic research and consulting firm. “There are an insane number of job opportunities in our state and in the nation overall.” People may just be taking their time to find a good job, he said. 

There are also some indications that lower-income families aren’t experiencing economic stress, said Thornberg. For example, the share of Californian consumers with new bankruptcies is lower than it was pre-pandemic .  

 A lot of the job openings also require in-person, physical work with unpredictable hours — like serving in a restaurant, or packing goods in a warehouse. Some people aren’t willing or able to do that work. 

Parry is worried about working in person while the pandemic is ongoing. “I keep seeing signs in restaurants and stuff like that, it really makes me feel bad because I need work,” she said. She worked at Cost Plus over the holidays once in the past, and it made her legs hurt.  “I am 71 years old,” she said. “I mean, the last thing I want is a job where I stand all day because it kills the legs and the back.”

“I think right now we’re seeing a lot of people move out of retail, leisure and hospitality and start looking for other employment,” said Somjita Mitra, chief economist at the California Department of Finance. Unpredictable schedules make it hard for workers in those industries to find child care and use public transit to get to work. “There’s going to be some structural changes in those industries long term,” she said. 

It’s not all bad 

Compared to California’s jobs recovery after the Great Recession — when unemployment peaked around 12.6% and took more than four years to get down to the state’s current 7.3% unemployment rate — the state’s post-pandemic recovery has been a roaring success. During the pandemic, unemployment in the state crested at 16%, but just a year-and-a-half later, that number had fallen by more than half.

Here’s what California could do to help fix the supply chain

If workers are holding out for jobs that better match their needs and goals, that can prompt employers to increase wages for the lowest wage workers, for example, or offer them more stable schedules — concessions that are good for the economy, said Irena Asmundson , managing director of the California Policy Research Initiative at Stanford Institute for Economic Policy Research and former chief economist for California Department of Finance. 

“Our economy really does work better when we have more of a balance of power between employers and employees,” Asmundson said. 

When will the unemployment rate come down?

A May 2021 report from the Department of Finance projected that California’s  unemployment rate would return to pre-pandemic levels in 2024. 

A new report from UCLA Anderson Forecast predicts that California’s unemployment rate will fall to an average of 5.6% in 2022, and will drop further to an average of 4.4% in 2023. Authors Jerry Nickelsburg and Leila Bengali also expect job growth to slow in industries with a lot of personal contact, and in sectors that cater to tourists.

It’s unclear if California’s pre-pandemic jobless rate of about 4% was sustainable, said Asmundson. There’s a sweet spot, she said, and while economists disagree on exactly what that sweet spot is, she puts it at 5% for California. She predicts we will get to that rate in mid 2022. 

Other economists think we shouldn’t worry about the unemployment rate.  “Who cares?” asked Chris Thornberg. “People shouldn’t care,” he said. The more important question, he said, is whether there are job opportunities for people. “The answer is yeah, more than ever before.”

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Want to submit a guest commentary or reaction to an article we wrote? You can find our submission guidelines here . Please contact CalMatters with any commentary questions: [email protected]

Grace Gedye Economy Reporter

Grace formerly covered California’s economy for CalMatters. Prior to that, she was an editor at the Washington Monthly. She is a graduate of Pomona College. More by Grace Gedye

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2024 Best Colleges with Hospitality and Tourism Management Degrees in California

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1-25 of 43 results

California State University - Long Beach

Long Beach, CA •

• • Rating 3.83 out of 5   4,889 reviews

Alum: I loved my experience at CSULB. I did get wait listed from the dorms during my freshman year, so I would like to see some more housing options for freshmen who aren't local to the area. However, the school did add another dorm building this last year, so that is nice to see that they are addressing the issue. I joined Greek life for 2 years and met some life long friends who are kind and down-to-earth. I have great relationships with a few of my psychology professors and I loved my experience working on campus as a research assistant and a teaching assistant. I think that the psychology program was pretty enriching and I feel that CSULB prepared me to tackle graduate school. Another thing that I would change would be the parking situation. If it were possible, I would love to see another parking structure to be constructed possibly near the library. Overall, CSULB is a great school for a phenomenal cost! ... Read 4,889 reviews

• grade  A Overall Niche Grade

Acceptance rate 40%

Net price $9,346

SAT range —

#16 Best Colleges in California .

LONG BEACH, CA ,

4889 Niche users give it an average review of 3.8 stars.

Featured Review: Alum says I loved my experience at CSULB. I did get wait listed from the dorms during my freshman year, so I would like to see some more housing options for freshmen who aren't local to the area. However, the... .

Read 4889 reviews.

Overall Niche Grade : A ,

Acceptance Rate : 40% ,

Net Price : $9,346 ,

San Diego State University

San Diego, CA •

• • Rating 3.77 out of 5   5,424 reviews

Alum: I had the unique experience of transferring to San Diego State University during the pandemic. My junior year was fully online so I didn't get to experience campus life or get a feel for the community the school has built, as it's very hard to make connections with a lot of people through a screen. The professors were all very understanding and accommodating. In my time here I learned a lot of valuable information from professors who are well spoken and knowledgable. It never felt like the coursework I was given was just busywork, but applicable to what my career goal was. My senior year I did partially online and on campus, but at this point I just wanted to be finished. I wish I had given campus life a bigger chance that way I could've made connections with other people, but unfortunately I didn't get to experience that side of SDSU. However, I can attest that their academics were and still are very valuable to me! ... Read 5,424 reviews

• grade  A minus Overall Niche Grade

Acceptance rate 39%

Net price $13,017

#20 Best Colleges in California .

Blue checkmark.

SAN DIEGO, CA ,

5424 Niche users give it an average review of 3.8 stars.

Featured Review: Alum says I had the unique experience of transferring to San Diego State University during the pandemic. My junior year was fully online so I didn't get to experience campus life or get a feel for the... .

Read 5424 reviews.

Overall Niche Grade : A minus ,

Acceptance Rate : 39% ,

Net Price : $13,017 ,

Santa Barbara City College

Santa Barbara, CA •

• • Rating 4.12 out of 5   1,033 reviews

Senior: My experience at SBCC has been very rewarding and empowering. There are fantastic professors and the vibe on campus is therapeutic. The Honors Program is one of the best parts about the school and is where you can really develop a sense of community and experience academic rigor. There are many programs within the school which aim to accommodate different challenges students might have, such as financial challenges, learning disabilities, or even navigating college as a first-time student. There are also (minimal) health services on campus. Overall, the quality of education is superb here if you really utilize the resources made available to you-- especially office hours and tutor sessions. Great price for in-state residents!! ... Read 1,033 reviews

Acceptance rate 100%

Net price $14,180

#3 Best Community Colleges in California .

SANTA BARBARA, CA ,

1033 Niche users give it an average review of 4.1 stars.

Featured Review: Senior says My experience at SBCC has been very rewarding and empowering. There are fantastic professors and the vibe on campus is therapeutic. The Honors Program is one of the best parts about the school and is... There are many programs within the school which aim to accommodate different challenges students might have, such as financial challenges, learning disabilities, or even navigating college as a... Overall, the quality of education is superb here if you really utilize the resources made available to you-- especially office hours and tutor sessions. Great price for in-state residents!! .

Read 1033 reviews.

Acceptance Rate : 100% ,

Net Price : $14,180 ,

Atlantic Cape Community College

MAYS LANDING, NJ

• • Rating 3.76 out of 5   449

Westmont College

SANTA BARBARA, CA

• • Rating 3.84 out of 5   634

Cal Poly San Luis Obispo

SAN LUIS OBISPO, CA

• • Rating 3.77 out of 5   4,013

Pasadena City College

Pasadena, CA •

• • Rating 3.82 out of 5   1,819 reviews

Freshman: 100% Recommend, Pasadena City. College is a really wonderful school! Great teachers and campus and online learning experience. ... Read 1,819 reviews

Net price $4,420

#4 Best Community Colleges in California .

PASADENA, CA ,

1819 Niche users give it an average review of 3.8 stars.

Featured Review: Freshman says 100% Recommend, Pasadena City. College is a really wonderful school! Great teachers and campus and online learning experience. .

Read 1819 reviews.

Net Price : $4,420 ,

Mt. San Antonio College

Walnut, CA •

• • Rating 3.97 out of 5   1,975 reviews

Freshman: Mt. Sac is the perfect two year community college, that has a huge campus so you don’t feel left out of the University feeling. Has almost every sport, and every sport is taken really serious and all the professors are so helpful and understanding, wouldn’t chose to go anywhere else. Sac dawg! ... Read 1,975 reviews

Net price $5,528

#5 Best Community Colleges in California .

WALNUT, CA ,

1975 Niche users give it an average review of 4 stars.

Featured Review: Freshman says Mt. Sac is the perfect two year community college, that has a huge campus so you don’t feel left out of the University feeling. Has almost every sport, and every sport is taken really serious and all... .

Read 1975 reviews.

Net Price : $5,528 ,

University of San Francisco

San Francisco, CA •

• • Rating 3.64 out of 5   2,347 reviews

Freshman: From the very first minute I feel like in my hometown Dnipro (Ukraine). It has friendly and cozy environment. The picturesque campus offers stunning views of San Francisco, combining modern facilities with green spaces that provide a tranquil environment (which is really important for me) conducive to study and reflection. USF's commitment to sustainability is evident across campus, aiming to not only teach but also embody practices that support environmental stewardship. That is why I chose this establishment. ... Read 2,347 reviews

Acceptance rate 71%

Net price $42,953

SAT range 1210-1410

#26 Best Colleges in California .

SAN FRANCISCO, CA ,

2347 Niche users give it an average review of 3.6 stars.

Featured Review: Freshman says From the very first minute I feel like in my hometown Dnipro (Ukraine). It has friendly and cozy environment. The picturesque campus offers stunning views of San Francisco, combining modern... USF's commitment to sustainability is evident across campus, aiming to not only teach but also embody practices that support environmental stewardship. That is why I chose this establishment. .

Read 2347 reviews.

Acceptance Rate : 71% ,

Net Price : $42,953 ,

SAT Range : 1210-1410 ,

• Will you get in? Understand your chances of getting accepted into any college in the country, and it's completely free

Allan Hancock College

Santa Maria, CA •

• • Rating 3.89 out of 5   768 reviews

Junior: Allan Hancock College is a place where people like myself go for humble beginnings. There are, unfortunately plenty of experiences with staff and professors who don’t bring passion or inspiration to students trying to build themselves up. Sometimes they bring students down. The campus and culture is very similar to that of a high school. However, the college related events and theater programs are wonderful for students. The resources to get people through their degrees of choice are easily available. Just today I had an appointment with a counselor and found that I can achieve a History degree by next Spring. I have had no help with college and career planning before AHC so I would say that is the best part of this school. ... Read 768 reviews

• grade  B+ Overall Niche Grade

Net price $6,119

#7 Best Community Colleges in California .

SANTA MARIA, CA ,

768 Niche users give it an average review of 3.9 stars.

Featured Review: Junior says Allan Hancock College is a place where people like myself go for humble beginnings. There are, unfortunately plenty of experiences with staff and professors who don’t bring passion or inspiration to... .

Read 768 reviews.

Overall Niche Grade : B+ ,

Net Price : $6,119 ,

City College of San Francisco

• • Rating 3.8 out of 5   1,024 reviews

Freshman: My college experience was transformative. I appreciated the diverse academic offerings, extracurricular opportunities, and the chance to meet people from various backgrounds. The supportive faculty, engaging courses, and access to resources like libraries and research facilities enriched my learning journey. However, I believe there's room for improvement in terms of mental health support services, as well as more emphasis on practical skill development and real-world application of knowledge. Additionally, fostering a more inclusive and equitable campus culture would enhance the overall experience for everyone. Overall, my college experience was positive, but there's always room for growth and enhancement. ... Read 1,024 reviews

Net price $8,569

#8 Best Community Colleges in California .

1024 Niche users give it an average review of 3.8 stars.

Featured Review: Freshman says My college experience was transformative. I appreciated the diverse academic offerings, extracurricular opportunities, and the chance to meet people from various backgrounds. The supportive faculty,... .

Read 1024 reviews.

Net Price : $8,569 ,

Glendale Community College - California

Glendale, CA •

• • Rating 3.79 out of 5   691 reviews

Sophomore: Glendale Community College offers a wide range of academic programs, including transfer programs for students looking to continue their education at four-year universities, as well as career and technical education programs that prepare students for the workforce. The college provides a vibrant campus life with numerous clubs, organizations, and events for students to participate in. This contributes to a sense of community and belonging among students. ... Read 691 reviews

Net price $8,849

#11 Best Community Colleges in California .

GLENDALE, CA ,

691 Niche users give it an average review of 3.8 stars.

Featured Review: Sophomore says Glendale Community College offers a wide range of academic programs, including transfer programs for students looking to continue their education at four-year universities, as well as career and... .

Read 691 reviews.

Net Price : $8,849 ,

Cuesta College

San Luis Obispo, CA •

• • Rating 3.82 out of 5   591 reviews

Freshman: My college experience has been nothing short of remarkable, offering a safe and welcoming environment where students can thrive both academically and socially. The campus exudes a sense of community and inclusivity, fostering a fun and vibrant atmosphere for learning and personal growth. The professors at my college are not only knowledgeable in their fields but also deeply invested in their students' success. They go above and beyond to provide guidance and support, creating a nurturing environment where learning flourishes. The college boasts exceptional programs tailored to meet the needs and interests of diverse student populations, offering a wide range of opportunities for academic and personal development. Additionally, the college's strong emphasis on athletics promotes teamwork, discipline, and physical well-being, enhancing the overall college experience. ... Read 591 reviews

Net price $14,507

#12 Best Community Colleges in California .

SAN LUIS OBISPO, CA ,

591 Niche users give it an average review of 3.8 stars.

Featured Review: Freshman says My college experience has been nothing short of remarkable, offering a safe and welcoming environment where students can thrive both academically and socially. The campus exudes a sense of community... The professors at my college are not only knowledgeable in their fields but also deeply invested in their students' success. They go above and beyond to provide guidance and support, creating a... The college boasts exceptional programs tailored to meet the needs and interests of diverse student populations, offering a wide range of opportunities for academic and personal development.... .

Read 591 reviews.

Net Price : $14,507 ,

Mission College

Santa Clara, CA •

• • Rating 3.8 out of 5   375 reviews

Sophomore: My experience at Mission College was overall positive. The supportive faculty and diverse student body fostered a conducive learning environment. I appreciated the accessible resources, such as tutoring services and career counseling, which aided in my academic and personal growth. The campus facilities were well-maintained, contributing to a pleasant learning atmosphere. However, I believe there is room for improvement in terms of course availability and scheduling flexibility to accommodate students' varied commitments. Additionally, enhancing technology integration in classrooms could further enrich the learning experience. Despite these areas for improvement, Mission College provided a fulfilling educational journey with ample opportunities for success. ... Read 375 reviews

Net price $8,395

#14 Best Community Colleges in California .

SANTA CLARA, CA ,

375 Niche users give it an average review of 3.8 stars.

Featured Review: Sophomore says My experience at Mission College was overall positive. The supportive faculty and diverse student body fostered a conducive learning environment. I appreciated the accessible resources, such as... .

Read 375 reviews.

Net Price : $8,395 ,

Cerritos College

Norwalk, CA •

• • Rating 3.88 out of 5   1,345 reviews

Freshman: Attending this college for one year it has been a smooth transition from high school to college. It isn't as scary as some people might put it; there are many opportunities for yourself and you can freely choose whatever you do in your school life. Cerritos College is one of the best community colleges around LA and most people here are friendly and always here to provide and help you. Some changes could be better security in the campus, better food, and more resting areas. Not only do these changes need to happen but it would also be beneficial to make the campus a better space for students and professors. Even though there are changes needed overall the school is interesting and gives such a huge opportunity for students who are in its local area. ... Read 1,345 reviews

Net price $3,812

#15 Best Community Colleges in California .

NORWALK, CA ,

1345 Niche users give it an average review of 3.9 stars.

Featured Review: Freshman says Attending this college for one year it has been a smooth transition from high school to college. It isn't as scary as some people might put it; there are many opportunities for yourself and you can... .

Read 1345 reviews.

Net Price : $3,812 ,

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Santa Rosa Junior College

Santa Rosa, CA •

• • Rating 4.02 out of 5   1,353 reviews

Freshman: I absolutely love being a student at SRJC! I came here because I live close by, it’s an affordable way to complete my general education, and it gives me time to figure out what I wanted to do career-wise. The faculty is really good at what they do—providing information, resources, and teaching courses. The on-campus is very nice, especially with new renovations and great studying/tutoring workshops; the online courses are also a nice option if you have a tight schedule or if it fits your learning style. Overall, SRJC is a great school that has a lot to offer—go Bear Cubs! ... Read 1,353 reviews

Net price $10,261

#17 Best Community Colleges in California .

SANTA ROSA, CA ,

1353 Niche users give it an average review of 4 stars.

Featured Review: Freshman says I absolutely love being a student at SRJC! I came here because I live close by, it’s an affordable way to complete my general education, and it gives me time to figure out what I wanted to do... .

Read 1353 reviews.

Net Price : $10,261 ,

MiraCosta College

Oceanside, CA •

• • Rating 4.05 out of 5   949 reviews

Alum: I think MiraCosta is great for a community college. Except for a few professors, most of the professors I had seemed to really care about each student and providing a great education for the students. A few of the professors exceeded my expectations by far. Even the online classes were made very engaging because of the great professors. If I could do it all over again, I would definitely still choose MiraCosta. ... Read 949 reviews

Net price $7,281

#18 Best Community Colleges in California .

OCEANSIDE, CA ,

949 Niche users give it an average review of 4 stars.

Featured Review: Alum says I think MiraCosta is great for a community college. Except for a few professors, most of the professors I had seemed to really care about each student and providing a great education for the... .

Read 949 reviews.

Net Price : $7,281 ,

Cypress College

Cypress, CA •

• • Rating 4.07 out of 5   1,067 reviews

Sophomore: My experience was more about focusing on my academics and making connections with my peers. I was able to discover different aspects of subjects that allowed me to figure out that the major I was going into wasn't what I actually wanted to pursue. I learned what my proper skills are regarding the type of material I enjoyed learning, which led me to changing my major. It was a huge step in the right direction, I talked to a career counselor that helped me figure out that the major I was in didn't actually have anything to do with the workload I enjoyed. Instead I was able to be heard and given different options on how to figure out my next steps. When I was able to decide what I wanted to change my major to, I met with my major counselor who was able to help me come up with a schedule of all the classes I would need to take in order to pursue this major. What I would like to see change is more direct opportunities for students to join clubs or be involved in student life ... Read 1,067 reviews

Net price $7,421

#19 Best Community Colleges in California .

CYPRESS, CA ,

1067 Niche users give it an average review of 4.1 stars.

Featured Review: Sophomore says My experience was more about focusing on my academics and making connections with my peers. I was able to discover different aspects of subjects that allowed me to figure out that the major I was... .

Read 1067 reviews.

Net Price : $7,421 ,

San Diego Mesa College

• • Rating 3.9 out of 5   984 reviews

Sophomore: Being at San Diego Mesa College is actually a place that I will miss once I transfer, I met a lot of new people and even made friends that I hang out with often from Mesa. After High School I did step away from my friends from high school and was extremely depressed for one semester, but the next semester and more semesters to come I was able to create new relationships with people who were real and genuine people. Mesa provided a safe and comfortable environment with lots of opportunities to meet new people, network, join clubs, and so much more. I was also apart of their EOPS program which has been an extremely helpful program as well as the PROMISE program. I have 3 other siblings with two of them in college and with my dad being the only one working I was able to receive an abundant amount of financial support from Mesa and the programs they offered, I have nothing bad to say about this CC and I will miss it very much when I graduate. ... Read 984 reviews

Net price $8,506

#20 Best Community Colleges in California .

984 Niche users give it an average review of 3.9 stars.

Featured Review: Sophomore says Being at San Diego Mesa College is actually a place that I will miss once I transfer, I met a lot of new people and even made friends that I hang out with often from Mesa. After High School I did... .

Read 984 reviews.

Net Price : $8,506 ,

Moorpark College

Moorpark, CA •

• • Rating 3.81 out of 5   1,218 reviews

Sophomore: I had a great time at Moorpark College and would do it all over again! While there are a few unreasonable professors, especially in the Math department, I had a great experience with the majority of my professors. The campus is very safe and has many field trips, clubs, and events available for students. ... Read 1,218 reviews

Net price $3,978

#22 Best Community Colleges in California .

MOORPARK, CA ,

1218 Niche users give it an average review of 3.8 stars.

Featured Review: Sophomore says I had a great time at Moorpark College and would do it all over again! While there are a few unreasonable professors, especially in the Math department, I had a great experience with the majority of... .

Read 1218 reviews.

Net Price : $3,978 ,

California State University - Northridge

Northridge, CA •

• • Rating 3.75 out of 5   5,089 reviews

Senior: A lot of student events like fairs, night markets, halloween parties etc to allow students to have fun. They allow mini concerts for students to perform, crunch time for finals, small events throughout the semester where students can come by, make art, and have free food. They offer a farmers market on tuesdays with a lot of vendors and food trucks available. Heavily encourage student mental health. Very diverse in terms of race and in terms of identity and orientation. An amazing health care clinic on campus that is free/included in tuition. They offer free printing in multiple places. They have a center to get massages and sleep. They have a school gym that even has a rock climbing wall and a dance studio that students can freely practice in. They offer the ability for students to rent out iPads, laptops, hotspots etc that we can keep throughout the semesters. Downsides: we still have to pay for parking despite the increasing tuition. Keep bad professors on tenure despite complaints. ... Read 5,089 reviews

Acceptance rate 91%

Net price $8,936

#39 Best Colleges in California .

NORTHRIDGE, CA ,

5089 Niche users give it an average review of 3.8 stars.

Featured Review: Senior says A lot of student events like fairs, night markets, halloween parties etc to allow students to have fun. They allow mini concerts for students to perform, crunch time for finals, small events... .

Read 5089 reviews.

Acceptance Rate : 91% ,

Net Price : $8,936 ,

Columbia College - California

Sonora, CA •

• • Rating 3.76 out of 5   182 reviews

Sophomore: The campus is beautiful, in the middle of pine and oak trees. It is just out of the main part of town (about 5 minutes away) and it has its own pond with local geese, fish, and ducks located i. the middle of campus. The staff are all welcoming and easy to get ahold of for help, counselors are always available. The campus is always doing events to include students. There is a wide range of classes to take as well, especially since MJC classes are also counted as credits at Columbia. ... Read 182 reviews

• grade  B Overall Niche Grade

Net price $9,276

#28 Best Community Colleges in California .

SONORA, CA ,

182 Niche users give it an average review of 3.8 stars.

Featured Review: Sophomore says The campus is beautiful, in the middle of pine and oak trees. It is just out of the main part of town (about 5 minutes away) and it has its own pond with local geese, fish, and ducks located i. the... .

Read 182 reviews.

Overall Niche Grade : B ,

Net Price : $9,276 ,

Orange Coast College

Costa Mesa, CA •

• • Rating 3.9 out of 5   1,174 reviews

Junior: I like the diversity of people in Orange Coast College. As an international student I can say that there are many other people from all over the world, and it's very interesting to learn from each other and share experiences. Moreover, OCC campus is amazing! You can find a beautiful calm place to study in the library, or to student center, and study together with someone if it's something that helps you concentrate. I really like communication studies department. All the professors there are great, and you will have a lot of fun studying! Definitely join speech ad debate team, it's one of the strongest in the US, they won national competitions several times. Even if you think that it's something you're not interested in, my honest advice, just go to one meeting and see for yourself. ... Read 1,174 reviews

Net price $6,744

#32 Best Community Colleges in California .

COSTA MESA, CA ,

1174 Niche users give it an average review of 3.9 stars.

Featured Review: Junior says I like the diversity of people in Orange Coast College. As an international student I can say that there are many other people from all over the world, and it's very interesting to learn from each... .

Read 1174 reviews.

Net Price : $6,744 ,

California State Polytechnic University - Pomona

Pomona, CA •

• • Rating 3.67 out of 5   3,278 reviews

Freshman: Pomona was an overall very fun experience for me, I had gotten into their animal science pre-vet program and I can see why their motto is “learn by doing”. The hands on experience you get from your time here is incredible, especially as someone like myself who’s more of a visual learner. With the farm units we have on campus, anyone looking to major in anything animal or agriculture related will be pleased to know the amount of opportunities just waiting for you here at cal poly Pomona. The Campus itself is nice as well, I love the openness and greenery that surrounds it makes my walks to class much more enjoyable. I will be honest though, my experience at cal poly Pomona was made significantly better with being able to dorm on campus. I know it’s much more costly than commuting, but I have heard from many commuters that it’s hard to make any friends or find anything to do on campus. ... Read 3,278 reviews

Acceptance rate 55%

Net price $12,480

#44 Best Colleges in California .

POMONA, CA ,

3278 Niche users give it an average review of 3.7 stars.

Featured Review: Freshman says Pomona was an overall very fun experience for me, I had gotten into their animal science pre-vet program and I can see why their motto is “learn by doing”. The hands on experience you get from your... .

Read 3278 reviews.

Acceptance Rate : 55% ,

Net Price : $12,480 ,

College of the Canyons

Santa Clarita, CA •

• • Rating 3.86 out of 5   1,030 reviews

Freshman: I had such a transformative experience attending College of the Canyons. All of my professors were so engaging and left many comments and constructive criticism on many of my assignments. There are so many resources available for students who need help with homework, finding classes, building a plan for transferring, and more! ... Read 1,030 reviews

Net price $6,185

#37 Best Community Colleges in California .

SANTA CLARITA, CA ,

1030 Niche users give it an average review of 3.9 stars.

Featured Review: Freshman says I had such a transformative experience attending College of the Canyons. All of my professors were so engaging and left many comments and constructive criticism on many of my assignments. There are... .

Read 1030 reviews.

Net Price : $6,185 ,

San Jose State University

San Jose, CA •

• • Rating 3.63 out of 5   4,368 reviews

Graduate Student: The School of Information has many classes that are real gems: fantastic classmates, engaging professors, stimulating and relevant curriculum. Read online reviews and talk to fellow students if you are on the fence about a specific class. The time will fly by so make sure to make the most of every unit! ... Read 4,368 reviews

Acceptance rate 77%

Net price $14,219

#45 Best Colleges in California .

SAN JOSE, CA ,

4368 Niche users give it an average review of 3.6 stars.

Featured Review: Graduate Student says The School of Information has many classes that are real gems: fantastic classmates, engaging professors, stimulating and relevant curriculum. Read online reviews and talk to fellow students if you... .

Read 4368 reviews.

Acceptance Rate : 77% ,

Net Price : $14,219 ,

Monterey Peninsula College

Monterey, CA •

• • Rating 3.95 out of 5   603 reviews

Freshman: Overall, it is an excellent school. I have had a few teachers who certainly seem like they do not care to be there or do not respect their students' time, but they are few and far between. Most of the students on campus are dedicated to their academics and keep to themselves, but there have been a few strange incidents that I will not go into here as they verge into inappropriate territory. Although my ultimate goal is going to a university, I am very satisfied with the education I am getting at MPC, and I have met some truly wonderful professors who really care about their students and making sure they learn. ... Read 603 reviews

Net price $11,977

#41 Best Community Colleges in California .

MONTEREY, CA ,

603 Niche users give it an average review of 3.9 stars.

Featured Review: Freshman says Overall, it is an excellent school. I have had a few teachers who certainly seem like they do not care to be there or do not respect their students' time, but they are few and far between. Most of... .

Read 603 reviews.

Net Price : $11,977 ,

Rio Hondo College

Whittier, CA •

• • Rating 3.91 out of 5   877 reviews

Sophomore: Rio Hondo Community College is an excellent school with an incredible amount of support for students. It may seem to others that community colleges are lesser in value in terms of education and overall college experience, however, Rio Hondo proves that misconception completely wrong. At this school, there are an incredible amount of resources for students, all easily accessible and most often suggested to students firsthand rather than on bulletins and general suggestions. This help is not only for education life but also for personal life and career life. At Rio Hondo, I have found a number of amazing connections with the faculty here as well as the students, the small campus size is perfect for specific aid in so many areas and it will truly make you feel welcomed and at ease with the college experience. ... Read 877 reviews

Net price $6,099

#44 Best Community Colleges in California .

WHITTIER, CA ,

877 Niche users give it an average review of 3.9 stars.

Featured Review: Sophomore says Rio Hondo Community College is an excellent school with an incredible amount of support for students. It may seem to others that community colleges are lesser in value in terms of education and... .

Read 877 reviews.

Net Price : $6,099 ,

Endicott College

BEVERLY, MA

• • Rating 3.44 out of 5   935

San Francisco State University

SAN FRANCISCO, CA

• • Rating 3.53 out of 5   3,714

Temple University

PHILADELPHIA, PA

• • Rating 3.69 out of 5   5,828

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