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The study aims at analyzing the adoption and preference of E-Marketing tools in five-star hotels in India. This paper also explores the scope of artificial intelligence and the challenges with regards to its application.

A qualitative approach is adopted for this research, wherein the data has been collected through conducting one on one telephonic interviews (some in questionnaire format) and a roundtable conference with the general managers and marketing communication managers of 30 New Delhi/National Capital Region (NCR) hotels respectively to understand the transition from traditional to digital marketing era and how are they using various social media marketing tools.

This study aims to inform how digitalization has benefitted the industry in various aspects and its comparison to the traditional marketing methods. It also discovers the future of artificial intelligence in the Indian hospitality space.

This study aims to help managerial decision-making in the application of various E-marketing tools and strategies, suggesting the right mix of both traditional and digital marketing platforms.

Arguably this is one of a kind study, as there has been no such research done specifically aiming at the five-star hotels of the Indian market. The findings will help the industry explore and enhance their digital presence by suggesting the appropriate mix of both traditional and digital approaches and can be used as a good source for further exploring the perspective of digitalization by academicians as well.

This paper aims to identify the current research trends and set the future research agenda in the area of human resource (HR) analytics by an extensive review of the existing literature. The paper aims to capture state of the art and develop an exhaustive understanding of the theoretical foundations, concepts and recent developments in the area.

A portfolio of 125 articles collected from the Scopus database was systematically analyzed using a two-tier method. First, the evolution, current state of the literature and research clusters are identified using bibliometric techniques. Finally, using content analysis, the research clusters are studied to develop the future research agenda.

Based on the bibliometric analysis, network analysis and content analysis techniques, this study provides a comprehensive review of the existing literature. The study also highlights future research themes by identifying knowledge gaps based on content analysis of research clusters.

The evolution and the current state of the HR analytics literature are presented. Some specific research questions are also provided to help future research.

This study enriches the literature of HR analytics by integrating bibliometric analysis and content analysis to develop a more systematic and exhaustive understanding of the research area. The findings of this study may assist fellow researchers in furthering their research in the identified research clusters.