Editorial Board   Guest Author

Mr. Sharifi

Shahin Sharifi

Lecturer, Macquarie University

Shahin Sharifi is a lecturer at Department of Marketing, Macquarie University. Mr. Shahin holds a PhD in Marketing from Monash Business School in Melbourne, Australia. His research interests are focused in the areas of consumer behavior, judgment and decision making, services marketing, and experimental psychology.

Mr. Shahin has also focused extensively on how emotion influences action and intention, as well has how brand awareness and discounting affect perceptions before, during, and after purchase. His research is frequently focused on the future of marketing, and how the internet and related developments, such as online reviews affect businesses and the perceptions of them.

Mr. Shahin's work has been published in journals, including Journal of Business Research, Computers in Human Behavior, and Journal of Hospitality Marketing and Management among others. He is an ad-hoc reviewer for a number of leading marketing journals, and regularly speaks on issues facing the marketing industry. He has taught marketing courses in Iran and Australia, including marketing management and marketing research methods.

Mr. Shahin holds a Masters of Business Administration (MBA) from the University of Tehran, and has collaborated with research published in Iran, Australia, and the Republic of Korea. Shahin lives in Sydney, Australia.

Please visit http://www.mq.edu.au for more information.

Mr. Sharifi can be contacted at +61 298509173 or Shahin.sharifi@mq.edu.au

Coming up in August 2020...

Food & Beverage: New Technological Innovations

In the past few years, hotel food and beverage departments have experienced significant growth. Managers are realizing just how much revenue potential this sector holds, both in terms of additional revenue and as a means to enhance the guest experience. As a result, substantial investments are being made in F&B operations as a way to satisfy hotel guests but also to keep pace with the competition. Though it has been a trend for many years, the Farm-to-Table movement shows no signs of abating. Hotel chains are abandoning corporate restaurants and are instead partnering with local chefs to create locally-influenced dining options. Local, farm-sourced ingredients paired with specialty beverages or local wine also satisfies the increasing demand from Millennial travelers who are eager to travel sustainably and contribute to a positive impact. A farm-to-table F&B program also helps to support the local economy, which builds community goodwill. Also popular are "Self-Serv" and "Grab & Go" options. These concepts stem from an awareness that a guest's time is limited and if a hotel can supply them with fast, fresh, food and beverage choices, then so much the better for them. Plus, by placing these specialty kiosks in areas that might be traditionally under-utilized (the lobby, for instance), they can become popular destination locations. Of course, there are new technological innovations as well. In-room, on-screen menus allow guests to order from any restaurant on the property, and some hotels are partnering with delivery companies that make it possible for guests to order food from any restaurant in the area. Also, many hotels are implementing in-room, voice-activated devices, so ordering food via an AI-powered assistant will soon become mainstream as well. The August issue of the Hotel Business Review will report on these developments and document what some leading hotels are doing to expand this area of their business.