Spring 2026 Edition

Dr. Manisha Singal is a Professor in Virginia Tech's Hospitality and Tourism Management department whose research examines corporate strategy in the areas of competition, and social responsibility. She examines how competitor entry and industry disruption impact competitive advantage. Her research also explores how non-market strategies such as investment in Environment, Social, and Governance (ESG) issues affect firm financial performance. Dr. Singal’s scholarly impact is well recognized through numerous publications in top-tier journals, research awards, and presentations at international conferences. She serves in editorial leadership roles at several journals, actively mentors the next generation of hospitality scholars, and contributes to the broader global academic community through international collaborations and invited seminars. As an educator, she teaches international business and strategic management in Pamplin College of Business with an emphasis on analytical thinking and real-world application. As a scholar and educator Dr. Singal strives to contribute meaningfully towards advancing both academic knowledge and industry practice in hospitality and tourism.

One recent paper published by Dr. Singal, as part of a team of international authors, on Social Dynamic Capabilities is summarized below.

Conceptualizing social dynamic capabilities: Contextual embeddedness in the hospitality industry

This paper introduces the concept of Social Dynamic Capabilities (SDCs) as an extension of traditional dynamic capabilities (simply defined as capabilities to change capabilities!), emphasizing that firms must go beyond economic value creation to also generate social value. While conventional approaches focus on how organizations adapt and reconfigure resources for competitive advantage, the authors argue that in service-intensive sectors like hospitality, success is equally shaped by how firms manage relationships and contribute to stakeholder well-being. SDCs are thus framed as capabilities that are inherently relational and context-dependent, reflecting the social nature of hospitality operations.

A central contribution of the study is its focus on contextual embeddedness, highlighting that these capabilities emerge through continuous interaction with key stakeholders, including employees, customers, and local communities. Rather than being developed solely within firm boundaries, SDCs are cultivated through collaboration, community engagement, and trust-based relationships. This perspective shifts the lens from a purely firm-centric view of capabilities to one that recognizes the importance of the broader social environment in shaping organizational effectiveness.

The paper further advances the discussion by linking SDCs to collaborative social transformation, suggesting that firms can act as agents of positive societal change while maintaining competitiveness. It is particularly important for the hospitality and tourism industry because it highlights that success in these sectors is deeply tied to human interactions and community relationships, not just operational efficiency. It shows that hotels, restaurants, and tourism businesses can strengthen their competitiveness by actively engaging with employees, guests, and local communities, rather than focusing solely on internal processes. For managers, the key lesson is that building trust, collaboration, and social connections is a strategic capability, not a soft add-on. By investing in community engagement, fostering inclusive workplaces, and co-creating value with stakeholders, managers can enhance customer loyalty, employee commitment, and long-term sustainability—ultimately positioning their organizations as both profitable and socially impactful.

Reference: Dias, Á., Zizka, L., Bernard, S., Singal, M., & Ho, J. A. (2026). Conceptualizing social dynamic capabilities: Contextual embeddedness in the hospitality industry. International Journal of Hospitality Management, 134, 104595.

Link to paper

Yutong Han is a fourth-year Ph.D. candidate, working with Dr. Zheng Xiang and Dr. Florian Zach. Her research focuses on strategic tourism marketing and big data analytics. Since 2024, she has been teaching HTM 4354: IT and Social Media in Hospitality and Tourism Management. She currently serves as the departmental PhD Representative.

Her research examines how destination marketing organizations (DMOs) strategically use social media platforms to shape destination image and engage potential visitors. The first study of her dissertation, published in Tourism Management, examines how DMOs curate photos on Instagram to influence both short-term and long-term user engagement. This work highlights the shift in DMOs’ role from information providers to “narrative gatekeepers.”

Her second study explores how destination marketers use emojis as emotional signals on social media to contribute to the affective dimension of destination image. Specifically, the study investigates how emoji usage evokes potential tourists’ emotional responses and influences engagement among users.

The third study of her dissertation investigates the performance of generative artificial intelligence (Generative AI) in generating destination-related social media content based on tourism photos.

Recent publication

• Han, Y., Zach, F. J., & Xiang, Z. (2026). Assessing the impact of DMOs' photo curation practices on Instagram user engagement. Tourism Management, 116, 105420.
• Beyond research, Yutong enjoys working with students and collaborating with colleagues interested in the intersection of tourism, technology, and digital marketing.

Learn more about Yutong’s work or connect with her:
https://htm.pamplin.vt.edu/directory/han.html

UNDERGRAD Student Profile: Jettie Sullivan

Why did you choose to study the NEW Event and Experience Management MAJOR? I originally came to Virginia Tech as a Hospitality major because of my passion for service. After my first year and learning about the different areas within hospitality, I realized I was most interested in events. When the Event and Experience Management major became available, I knew it was the perfect fit for me.

Why Virginia Tech? I chose Virginia Tech because of my strong family connection to the university. I grew up visiting campus and attending events, and I’ve loved it ever since. I was also drawn to the incredible opportunities offered through the Hospitality program.

What are your plans after graduation? After graduation, I plan to move to Boston and begin my career in the event and experience management industry.

Why did you choose this career path? I chose this career path because I love working with people and creating meaningful experiences. Hospitality allows my personality to shine, and I enjoy combining both the logistical and creative aspects of event planning.

What advice do you have for future students? Get involved! Take advantage of every opportunity to gain experience, meet new people, and explore your interests. The department has so many hands-on opportunities for you.

If you could change one thing in the EVENT AND EXPERIENCE MANAGEMENT industry, what would it be and why? I’m not sure what I would change. One thing that is important to me is work-life balance. With events it can be difficult to separate work and life. I think creating a healthier balance would help professionals stay passionate and creative in their work for the long term.

Fun Fact about me: A fun fact about me is that I am number 7 of my family to attend Virginia Tech. I have always been a true Hokie!

Name: Piper Rush

Bio: I am a senior studying Event and Experience Management. My hometown is Virginia Beach, Virginia and I am a proud Navy brat!

Why did you choose to study the new Event and Experience Management major? I’m honored to be recognized as one of two seniors graduating from the new Event and Experience Management major in May. When this opportunity was presented to me last year, I was so excited because it aligned perfectly with my interests. I’ve always admired the planning, organization, and creativity that go into events, and this major has allowed me to focus specifically on that passion. Over the past year, I’ve really enjoyed learning about the many different aspects of event planning and experience design, from logistics and risk management to creating meaningful experiences for guests. Being part of a brand-new program has been very special because it feels like I’m a pioneer for future students who want to pursue careers in the events and hospitality industry.

Why Virginia Tech? Virginia Tech was one of my top schools when applying to colleges for a few reasons. Like many other students who chose Virginia Tech, I was drawn to the school spirit, strong athletic culture, and the excitement that comes with being part of a big university community. Not to mention our Department of Hospitality and Tourism Management is ranked #2 in the country ;) However, what really makes Virginia Tech unique is the sense of community. I’ve never felt alone. There is always a network of people willing to help me both personally and professionally. I’m looking forward to expanding my connections with VT alumni, “Once a Hokie, always a Hokie,” and finding the chance to serve the community while creating unforgettable experiences.

What are your plans after graduation? After graduation, I plan to go into event planning or event sales. I enjoy the fast-paced and creative side of events. I’m excited to build a career where no two days look the same and where I can create memorable experiences for others.

Why did you choose this career path? Events and hospitality have always been a part of my life. I was taught that life should be a celebration in little and big ways, so it felt natural to seek a career that would allow me to do that for myself and for others. Treating people well will never go out of style.

What advice do you have for future students? My biggest advice for future students is don’t be afraid of not knowing what you want or changing your mind. I changed my major twice, but it took me full circle. This was my original passion, but I second guessed myself when declaring a major freshman year. My second piece of advice is to be open to any opportunity! Last September, six other Virginia Tech students and I were invited to spend a weekend at the beautiful Greenbrier Resort in West Virginia. We were lucky enough to get a behind-the-scenes tour of the property and shadow the various departments of the resort. This was hands down one of my favorite memories from senior year.

If you could change one thing in the Event and Experience Management industry, what would it be and why? If I could change one thing in the Event and Experience Management industry, I would keep originality and encourage creativity! No matter the budget, every event should have the ability to cater to various personalities, lifestyles, and visions rather than following a cookie cutter approach. I believe that a hands on, heartfelt touch will always be valued over technology.

Fun fact about me: I was christened in the ship’s bell of the USS John F. Kennedy aircraft carrier during my dad’s deployment.

MSBA-HTM Student Newsletter Questions – APRIL SKOU

A little background about yourself. I grew up in California, studied finance at Boston College, then spent 26 years in the Army.  My area of expertise in the Army was aviation, and I had flying assignments around the world including Korea, Iraq, Afghanistan, Germany, and many United States locations.  I retired from the Army in 2022 and have been working in the aerospace industry since retiring.    I have four kids ranging from 7 to 19.   In addition to my “day job,” I have a small travel agency focused on all-inclusive travel because “moms need a vacation, too” and all-inclusives are perfect for relaxing family vacations. 

What sparked your interest in pursuing the msba-htm program particularly at Virginia Tech? I have always loved traveling and have been interested in the idea of learning through travel.  Given my interest and my travel business, a graduate degree in hospitality and tourism provides an academic opportunity to grow my knowledge of the travel industry.   I’m lucky to live in Northern Virginia and in close proximity to the new Virginia Tech Alexandria campus.  The proximity plus the strong faculty and diverse classes made the Virginia Tech MSBA-HTM program the best option.  As a Veteran, VT also made using Veteran benefits very easy. 

What experience in the program challenged you the most and what was your takeaway from it? Well, I am currently in my first semester so it is hard to say.  Honestly, I think the biggest challenge is being a student again and figuring out how to manage my class load against my demanding day job and family life.   My biggest takeaway is being diligent with my schedule and making sure I block enough time to do my assignments. 

Any experience or moment that made you feel at home in the program? I think the Active, Intentional Leadership Class has made me feel the most at home.  Leadership is something that is taught and trained in the Army, so talking about leadership comes naturally to me.  The class and the discussions have helped me realize good leadership is critical for success, regardless of the industry.    

What would your dream job or role look like? What is the inspiration behind that? I know storefronts are no longer common, but I would love to own a travel business with a store front.  I’d love to have a place where people can come into an office, get inspiration, and plan their travel.  Honestly, the inspiration for that was five years living in Germany.  In Germany, travel agencies are still a physical location where people go to plan vacations and book travel.  Germans take their travel very seriously and I would love to promote a similar idea in the United States.  Vacations are so good for the soul. 

How do you hope to influence the hospitality industry in the next five years? I would love to help Americans see the value of a real vacation.  My experience in America is that vacations are crammed into an already busy life.  In Europe, people referred to vacations as a holiday and they truly went on a holiday.  Even the planning was easy and less stressful through the use of a travel agent.  In America, people are planning their vacations while they’re sitting in a call on Zoom or MS Teams or when they’re watching a kids’ soccer game.   It would be great if even the planning of vacations was less stressful and holidays were truly a break without phones or email. 

 Adjunct Professor: Douglas Levy

Can you tell us about your journey in the hospitality industry and the point that made you know that you wanted to delve into academics? My connection to hospitality started very early. When I was about five years old my dad bought me a toy barbecue set and I created “Doug’s Diner,” serving plastic hamburgers and hot dogs to anyone who would sit down. Even then, I loved the idea of creating experiences for people and bringing people together.

That passion stayed with me and led to a career of more than twenty years in the hospitality industry, primarily in the private club world. I had the opportunity to work with incredible teams across the country, and the relationships I built during that time remain some of the most meaningful parts of my career.

For most of my professional life, I always imagined that teaching might be something I would do later in my career. In 2017, however, I experienced a major health scare when a brain tumor was discovered shortly after I ran the Big Sur Marathon. That moment led me to reflect more deeply on purpose and impact, and I ultimately transitioned from hospitality operations into nonprofit and service-oriented work.

During the COVID pandemic I decided to pursue my master’s degree and take the step into teaching. It gave me a way to stay closely connected to the hospitality industry while sharing real-world experiences with students preparing to enter the field. Being in the classroom allows me to give back to an industry that shaped my life while helping the next generation of hospitality leaders find their own path.

In your own perspective, what is the biggest challenge today’s hospitality leaders face and what do you think is the way out? One of the biggest challenges hospitality leaders face today is balancing operational demands with the human side of leadership. The industry moves quickly and there is constant pressure around labor, financial performance, and guest expectations.

Another major challenge is the issue of work life balance. Hospitality has traditionally required long hours, nights, weekends, and holidays. While that dedication is part of the profession, leaders today have to think more intentionally about how to create sustainable careers for their teams.

The way forward is strong leadership rooted in empathy and culture. Organizations that invest in their people, create supportive environments, and think creatively about flexibility will ultimately attract and retain the best talent. Hospitality has always been about people, and that starts with how we take care of our teams.

What is your most memorable part of teaching the MSBA-HTM students? The most memorable part of teaching MSBA-HTM students is seeing the moment when classroom concepts connect with real life. Many students in the program are already working in the industry or have strong aspirations to lead within it, so discussions often turn into meaningful conversations about what they are seeing in their own organizations.

I also love bringing industry professionals into the classroom and creating experiences that go beyond a traditional lecture. Watching students interact with leaders from across the hospitality world helps bridge the gap between theory and practice and makes the learning experience much more dynamic.

Which leadership skills do you believe are the most important for professionals just coming into the industry? Three leadership skills stand out to me.

First is communication. Hospitality is a team sport, and the ability to communicate clearly and respectfully with guests, colleagues, and leadership is essential.

Second is curiosity. The best professionals are always learning. They ask questions, observe great operators, and stay open to new ideas and perspectives.

Third is relationship building. Hospitality is ultimately about people, and the relationships you build early in your career often shape the opportunities that follow.

Are there trends in the hospitality industry or tourism that you are excited about? Share them. One trend I am excited about is the growing focus on experiential hospitality. Guests increasingly want authentic experiences that connect them to the destination and the local community.

I am also interested in the role technology can play when it enhances, rather than replaces, the human experience. When used thoughtfully, technology can improve efficiency while allowing hospitality professionals to spend more time creating meaningful interactions with guests.

Finally, I am encouraged by the industry's growing focus on well being, sustainability, and social impact. Hospitality has always been about serving people, and it is exciting to see more organizations thinking about how their work can positively impact communities.

What would be that one piece of advice you would give new professionals entering the industry post-graduation? Say yes to opportunities and focus on learning.

Early in your career, exposure matters more than having everything perfectly mapped out. Work in different departments, volunteer for projects, and learn from leaders around you. Hospitality careers are rarely linear, and some of the best opportunities come from experiences you did not initially expect.

Most importantly, stay humble, stay curious, and remember that relationships matter.

Could you share something about yourself, personal or professional, that most students would not know but would love to discover? Running has become a big part of my life. I started running as part of my personal recovery journey, and over time it became something that keeps me grounded and focused.

I have run many races over the years, including marathons and relay races, often supporting causes connected to recovery and community wellness. For me, running is not just about fitness. It is about discipline, resilience, and reminding myself that progress happens one step at a time.