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Zvi Schwartz

Associate Professor

  • J. Willard and Alice S. Marriott Senior Faculty Fellow for Hospitality Finance and Revenue Management

Graduate Program Coordinator

Research Interests

Revenue management, strategic pricing, decision theory and advanced reservation environments

Courses Taught


HTM 6464 Research Foundation in Hospitality and Tourism


HTM 5444: Financial Management for the Hospitality Industry

HTM 5514: Contemporary Problems in the Hospitality Industry

HTM 5944: Graduate Seminar


HTM 4544: Hospitality Revenue Management

Professional Activities 

Chair: ICHRIE Revenue Management Special Interest Group

Guest Editor: Journal of Travel and Tourism Marketing, Special issue on “Revenue Management”          

Editorial Boards

Cornell Hotel and Restaurant Administration Quarterly

ICHRIE Research Reports

Journal of Hospitality and Tourism Research                       

Journal of Travel Research                                                          

International Journal of Hospitality Management             

Journal of Foodservice Business Research                           

Journal of Human Resources in Hospitality & Tourism       

Journal of Quality and Assurance in Hospitality & Tourism

Tourism Analysis

Recent Publications

Yu X, Kim N., Chen, C. & Z. Schwartz (Accepted for publication). “Are you a tourist? Tourism definition from the tourist perspective”, Tourism Analysis.

Woo E. & Z. Schwartz (Accepted for publication).  "Towards Assessing the Knowledge Gap in Medical Tourism". Journal of Quality Assurance in Hospitality and Tourism. 15(2) Research note,

Kim N., Yu X, & Z. Schwartz (2013). “Can online surveys substitute traditional modes? An error based comparison of online and on-site tourism destination surveys”, Tourism Review International, 17, 31-45. DOI: 10.3727/154427213X13649094288061  

Kim, N. and Z. Schwartz. (2013). “The accuracy of international tourism forecasting and data characteristics: A meta-analytical approach”. Journal of Hospitality Marketing & Management. 22, 349-374. DOI: 10.1080/19368623.2011.651196

Chen C. and Z. Schwartz. (2013). “On Revenue Management and Last- minute Booking Dynamics”.  International Journal of Contemporary Hospitality Management. 24 (7), 7-22.

Kim N., S. Choi, & Z. Schwartz, (2012).  “On the validity of the ‘Importance minus Performance’ construct: A genuine contribution of the tourism literature or a mishap? Journal of Travel and Tourism Marketing, 29(6), 599-610. DOI: 10.1080/10548408.2012.703039

Schwartz, Z. (2012). “Probability blindness” and last-minute booking of hotel rooms: The case of Bayesian updating.  International Journal of Tourism Sciences. 12(2) 63-77.

Schwartz, Z. Stewart W. and E. Backlund. (2012). “Visitation at capacity-constrained tourism destinations: Exploring revenue management at a national park”. Tourism Management, (33), 500-508.  doi:10.1016/j.tourman.2011.05.008

Schwartz Z. and C. Chen (2012).  “Hedonic motivations and the effectiveness of risk perceptions oriented revenue management policies”. Journal of Hospitality & Tourism Research, 36(2), 232-250. doi: 10.1177/1096348011413589.

Yu G., Schwartz Z. and J. Walsh (2011).  “Climate change and tourism seasonality”. Journal of Tourism, (11)2, 52-64.

Chen C., Z. Schwartz, and P. Vargas (2011).  “The Search for the Best Deal: How Hotel Cancellation Policies Affect the Search and Booking Decisions of Deal Seeking Customers”.  International Journal of Hospitality Management, 30(1), 129-135.

Work in Progress

Revenue Management and the Challenge of Daily Occupancy Forecast Accuracy: A Recursive Algorithm with Competitive Sets

On Revenue Management and the Use of Occupancy Forecasting Error Measures

On the students as surrogates research conundrum: insights from statistical reasoning in revenue management

Revenue vs. profit optimization in revenue management performance monitoring

The distorting potential of comp-set inclusion/exclusion decisions on revenue management indices

Forecasting for hotel revenue management

Empirical test of comp-set occupancy forecasting

Quantifying the non-monetary costs of walking an overbooked guest


Member: The International Council on Hotel, Restaurant, and Institutional Education

Visiting Professor: University of Macau, Master in Integrated Resorts Management

Member: Advisory Board, Revenue Management Institute, DePaul University


Ph.D., (Restaurants, Hotels, Institutional and Tourism Management) Purdue University

M.B.A., Tel-Aviv University, Israel                                             

B.A., (Economics) Haifa University, Israel

    Zvi Schwartz

  • (540) 231-3287
  • Hospitality & Tourism Management (0429)
    356 Wallace Hall, Virginia Tech
    295 West Campus Drive
    Blacksburg, VA 24061