PUBLICATIONS

Research and Articles

Since the start of his career, Dr. Aluri has been committed to producing a high standard of published work and applied research in both academia and industry. He is an outstanding scholar, recognized for his work globally. Dr. Aluri received the “Outstanding Paper of the Year” award from the Journal of Hospitality and Tourism Research in 2018 and Journal of Hospitality and Tourism Education in 2016. He is also a recipient of the “2018 Outstanding Reviewer of the Year” award from the Journal of Hospitality and Tourism Education. Here are few selected research articles published in both industry outlets and academic journals.

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MOBILE AUGMENTED REALITY APPLICATIONS IN THE HOTEL INDUSTRY

Published in Hotel Business Review, Hotel Executive

The next evolution of mobile technology is capable of changing our immediate surroundings with applications that offer interactive and immersive experiences that merge real-life and virtual worlds. It is time that the hotel industry start exploring these applications, that is, Augmented Reality (AR) technology. Dr. Aluri offers key insights on MAR applications and its future in the hotel industry.

USING MACHINE LEARNING TO COCREATE VALUE THROUGH DYNAMIC CUSTOMER ENGAGEMENT IN A BRAND LOYALTY PROGRAM

Published in the Journal of Hospitality & Tourism Research

Machine learning is an example of automated processes that create insights into cocreation of value through dynamic customer engagement. This research by Dr. Aluri et al. deepens practical and theoretical understanding of machine learning in the customer engagement-to-value loyalty chain and in the customer engagement construct that uses a dynamic customer engagement model.

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Image by David Grandmougin

ARTIFICIAL INTELLIGENCE-BASED AUTOMATION: INSIGHTS FOR THE HOSPITALITY INDUSTRY

Published in the Hospitality Financial and Technology Professionals, HITEC Special Report

The current success of intelligent personal assistants may lead to applications in IoTs, smart glasses, and strong AI. Dr. Aluri suggests that this is the right time for both practitioners and researchers to study these trends to make the best use of weak AI and influence the future of strong AI-based automation.

MOBILE AUGMENTED REALITY (MAR) GAME AS A TRAVEL GUIDE: INSIGHTS FROM POKÉMON GO

Published in the Journal of Hospitality and Tourism Technology

Dr. Aluri examines the aspects of the Pokémon GO game that influenced travelers to use the app, and to pinpoint aspects of the mobile augmented reality (MAR) game and similar applications that can memorably engage with them like a travel guide and influence individual traveler experience during and after usage.

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Image by Austin Distel

THE FUTURE OF INTERNET OF THINGS (IOT) IN HOSPITALITY

Published in the Hospitality Financial and Technology Professionals, HITEC Special Report

IoT applications are everywhere from smart homes, smart connected cars, to smart businesses and environments. Dr. Aluri shares insights that the future of IoT is not only about new technology devices or platforms, but also ability to "collect data from things and make value from it" for both businesses and consumers.

HOTEL WEBSITES WITH AND WITHOUT EMBEDDED SOCIAL MEDIA: DIFFERENCES IN GRATIFICATIONS, SATISFACTION, AND PURCHASE INTENTIONS

Published in the International Journal of Contemporary Hospitality Management

This study examined the effectiveness of embedded social media channels to determine whether these channels enhance the overall experience of travelers using the hotel websites. Dr. Aluri et al. suggests that hotel organizations measure return on engagement instead of return non investment.

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ARE YOU READY FOR WEARABLES? GOOGLE GLASS, APPLE WATCH AND MORE

Published in the Bottomline Magazine, HFTP

Wearables are here, the question is not about their adoption, but how we can measure their influence on the daily use of technology, and its impact in businesses. Dr. Aluri recommends that the hospitality industry should be proactive, striving to lead this trend and be prepared for wearables and the future of web.

THE INFLUENCE OF EMBEDDED SOCIAL MEDIA CHANNELS ON TRAVELERS’ GRATIFICATIONS, SATISFACTION, AND PURCHASE INTENTIONS

Published in the Cornell Hospitality Quarterly

Although several social media studies have been done, very few studies have focused on travelers’ needs and the specific gratifications they seek when using embedded social media channels on hotel websites, and how those channels would influence their purchasing behavior. Dr. Aluri et al. investigated the effectiveness of social media and their influence on traveler behavior.

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Image by Annie Spratt

WEARABLE MARKET: INITIAL INSIGHTS FOR THE HOSPITALITY INDUSTRY

Published in the Hospitality Financial and Technology Professionals, HITEC Special Report

Dr. Aluri suggests that wearable technology is here, and it will continue to draw attention to itself in the market, until the right technology and device emerges that will improve and change the way we compute and use technology every day. It is vital to keep up with wearable computing research and market trends, to see how this technology will influence guest usage and business.

SOCIAL INFLUENCE AND TECHNOLOGY ACCEPTANCE: INTENTIONS TO USE PERSONAL SOCIAL MEDIA AS A CAREER ENHANCEMENT TOOL

Published in the Journal of Hospitality and Tourism Education

While a growing number of hiring managers use personal social media (PSM) websites to screen job candidates, many students primarily use PSM websites to connect with friends and family. Little research has been conducted into how students use PSM as a career enhancement tool (CET). Dr. Aluri revealed that students who attended the instructional workshop had higher levels of social influence and behavioral intentions to use PSM as a CET than students who did not receive this workshop.

Reach out for more information and connect with Dr. Aluri, visit Contact page. Follow his blog and social media.

 

HIT LAB PROJECTS

Hospitality Innovation and Technology (HIT) Lab

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PROGRAMMABLE HUMANOID SERVICE ROBOT

NAO

The HIT Lab team partnered with the Morgantown Marriott to test service robots, a programmable humanoid robot, at the front desk. The object was to examine its influence on customer experiences. In 2019, the HIT Lab purchased an artificial intelligence (AI) based robot, NAO, and currently the team is using the Choreograph application to build software so that NAO can be used as a host in the hospitality and tourism industry.

ARTIFICIAL INTELLIGENCE BASED INTERACTIVE KIOSK

HIT Lab Proof of Concept

The HIT Lab team came up with a proof-of-concept of an interactive kiosk which makes an advanced data transmission. The HIT Lab partnered with Adventures on the Gorge to build an interactive AI-kiosk to create personalized guest experiences. In 2019, the HIT Lab team started developing a proof-of-concept of this interactive kiosk with a potential patent for this state-of-the-art technology.

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INVESTIGATING HUMAN EMOTIONS WITH THE BRAINWEAR DEVICE

INSIGHT

The HIT Lab team is currently using the Brainwear device to measure human emotions. For instance, during November 2019, we conducted preliminary research and collected data of human emotions at the Hotel Experience Show while users interacted with a service robot. In 2020, we will continue to investigate human emotions and later develop a software for the service robot that can be leveraged in the hospitality and tourism industry.

AUGMENTED REALITY (AR) APPLICATIONS

Microsoft HoloLens

The HIT Lab team proposed an AR application to a potential client, Real Hospitality Management group, to develop interactive and insightful AR training modules for employees at the Marriott hotel brand. In 2019, we began exploring ways to use the new version of the Microsoft HoloLens to train employees of the hospitality and tourism industry.

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Image by Louis Reed

INTERNET OF THINGS (IOT) ECO-SYSTEM IN HOSPITALITY

Fresh Technology

The HIT Lab team partnered with Fresh Hospitality and Micro Genesis to test temperature trackers for use by restaurants and farms to preserve food and ensure it is kept and served at the right temperatures. In 2019, Dr. Aluri and his team collected data to investigate the influence of the IoT eco-system on consumer behavior in the restaurant industry.

Reach out for more information and connect with Dr. Aluri, visit Contact page. Follow his blog and social media.