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Professor

Address: Tate Center, Room 310
Office Hours: Consultation Hours: Monday 3:30 - 5:00pm, Wednesday 3:30 - 5:00pm, Thursday 2:00 - 4:00pm and by appointment via Zoom
Phone: Office: 843-953-7317 Home Office: 843-388-0443
E-mail: litvins@cofc.edu
Curriculum Vitae: Download

For Steve Litvin, teaching is his third career.  Originally a CPA with two international accounting firms, he then became an entrepreneur, where he started, with a partner, a travel agency in Phoenix, Arizona that grew to be the largest independent agency in the state.  After selling the business to a New York Stock Exchange company, Steve went back to school earning his Doctor of Business Administration degree from the University of South Australia.  Steve’s first teaching positions were in Singapore, where he and his wife Allegra lived for eight years before joining the College of Charleston in 2001.

At the College, Steve’s main research areas relate to tourism issues affecting communities and tourism consumer behavior.  He has been ranked as the seventh most productive tourism researcher in the world.  Steve has four times received the award as Outstanding Researcher in the School of Business.

In Charleston, Steve has been very active working with the city on tourism issues affecting the community. He has served on the Mayor’s Peninsula Commission, the Police Department’s Responsible Hospitality Committee, and as Chair of the City Council’s Cruise Ship Oversight Committee.

Steve is proud to have been a Fulbright Scholar, having been awarded the Fulbright Research Chair in Sustainable Commerce in Ontario, Canada.  Steve then served for three years on Fulbright selection committees, followed by a State Department appointment as a Fulbright Ambassador.  Fulbright is a life-changing opportunity.  Any student, staff, or faculty with an interest in pursuing a Fulbright award is welcome to chat with Steve for advice.

Education

University of South Australia - Adelaide, South Australia
D.B.A., Business Administration, International Graduate School of Management, 2000

Babson College - Wellesley, Massachusetts
M.B.A., 1978

Bentley College - Waltham, Massachusetts
B.S., Accounting, 1973

Research Interests

• Tourism consumer behavior
• Tourism impacts
• Community development for a tourist community

Courses Taught

Undergraduate

• Principles of Hospitality and Tourism Management
• Hospitality and Tourism Marketing
• Tourism Impact Studies (co-taught)
• Applied Tourism Research
• Principles of Marketing

Graduate

• Hospitality Marketing
• International Tourism Management (co-taught)
• Marketing Management
• Supervision of Masters by Research student’s dissertation
• Review committee, tourism Ph.D. program

Honors and Awards

• College of Charelston, School of Business, Outstanding Research Award, 2003, 2005.
• Guelph University Fulbright Scholar of Sustainable Commerce, Canada, 2008-2009
  

Publications

Peer-Reviewed Academic Journals

Litvin, S.W., Wilkie, J., Lindner, C. and Patience, M. (2023 Acceptance). “Experiential Learning and Hospitality Research for the Public Good: A Study of DUI and the F&B Industry.” Journal of Teaching in Travel & Tourism.  Accepted 1/25/2023 and awaiting publication.)

Litvin, S.W. (2023 Acceptance). “Hotel Heavy Users and Satisfaction: A Surprising Relationship.” Journal of Hospitality and Tourism. Accepted 2/21/2023 and awaiting publication.

Litvin, S.W. (2023). “Length of Stay and a Hotel’s Fixed Costs: A Commentary” [peer-reviewed commentary]. Annals of Tourism Research. 98, 103521. (Paper accepted 11/28/2022 and awaiting publication.)

Litvin, S.W., and Guttentag, D. (2022). “There is No Place Like Home for the Holidays: Who Travels in the Midst of a Deadly Pandemic?”  Journal of Travel Research. (Paper accepted 3/27/2022 and awaiting publication.)

Litvin, S.W., Guttentag, D. and Smith, W.W. (2021 Acceptance). “Political Attitudes and Plog’s Travel
Personality Model.” International Journal of Tourism Research. http://doi.org/10.1002/jtr.2484. (Paper
accepted 7/09/2021, available online and awaiting publication).

Litvin, S.W., Guttentag, D. and Smith, W.W. (2021 Acceptance). “Who Should you Market to in a Crisis?
Examining Plog’s Model during the COVID-19 Pandemic.” Journal of Travel Research.
00472875211018502. (Paper accepted 4/08/2021, available online and awaiting publication.)

Litvin, S.W. and Smith, W.W. (2021 Acceptance). “International Travel and Coronavirus: A Very Early USA-Based Study.” International Journal of Hospitality & Tourism Administration. (Paper accepted 01/04/2021 and awaiting publication.) 

Litvin, S.W. and Powell, E. (2021 Acceptance). “Festival Attendees: A Motivation and Performance Analysis of a Young Adult Literature Festival.” Events Management. (Paper accepted 1/18/2021 and awaiting publication.) 

Pan, B., Smith, W.W., Litvin, S.W., Yuan Y., and Woodside, A. (2021 Acceptance). “Ethnic Bias and Design Factors Impact Response Rates of Online Travel Surveys.” Journal of Global Scholars of Marketing Science. https://doi.org/10.1080/21639159.2020.1808827 (Paper accepted 2021 and awaiting publication.) 

Litvin, S.W. and Smith, W.W. (2021). “International Travel and Political Views.” International Journal of Tourism Research. Vol. 23 (1): 106-109. 

Litvin, S.W. (2020 Acceptance). “Accommodation Employment Growth and Volatility: Welcome Aboard for a Rocky Ride.” Tourism Economics. (Paper accepted 6/6/2020 and awaiting publication.) DOI ) 

Litvin, S.W., Lindner, C. and Wilkie, J. (2020). “NCAA Realignment: Impact Upon University ‘Olympic’ Sports.  The Sports Journal, January 24, available at: http://thesportjournal.org/article/ncaa-realignment-impact-upon-university-Olympic-sports/.

 
Litvin, S.W. (2020). “Tourism and Peace: A Review and Commentary.” Tourism Review International. 23 (3-4): 173-181. 

Litvin, S.W., Smith, W.W. and McEwen, W.R. (2019 acceptance). “Not in my Backyard: Personal Politics and Resident Attitudes Towards Tourism.” Journal of Travel Research. 59 (4): 674-685.

 
Litvin, S.W. and Smith, W.W. (2019). “Tourism Policy and Political Tribalism.” Journal of Policy Research in Tourism, Leisure and Events. Vol. 12 (2): 1-5. 

Litvin, S.W. (2019). “Hofstede, Cultural Differences, and TripAdvisor Hotel Reviews.” International Journal of Tourism Research. Vol. 21 (5): 712-717.

 
Bartkus, K.R. and Litvin, S.W. (2019 Acceptance). “The Titles Used to Identify Administrative Units in Tourism: The Case of Governmental Entities in the United States. Tourism Review International. 23 (1-2): 79-86.

Pan, B., Smith, W.W., and Litvin, S.W. (2018 acceptance). “Online Travel Survey Response Rates and Researcher Identity.” International Journal of Tourism Research, DOI - 10.1002/jtr.2230.

Litvin, S.W. and Sobel, R.N. (2018 acceptance). “Organic versus Solicited Hotel TripAdvisor Reviews: Measuring their Respective Characteristics.” Cornell Hospitality Quarterly. (Paper accepted and awaiting publication.)

Litvin, S.W. and Romo, S.L. (2018 acceptance). “Hotel Saturation and its Impact upon Destination Marketing.” Journal of Vacation Marketing. (Paper accepted and awaiting publication.)

McLeod, B., Litvin, S.W., Heriot, K.C., Jauregui, A, and Dempsey, E. (2018). “The Effect of Delisting of a Hotel Market from Online Travel Agency Website's: Evidence from Columbus, Georgia.” Tourism Review International. Vol. 22 (1): 41-48.

McLeod, B., Litvin, S.W., Heriot, K.C., Jauergui, A., and Dempsey, E.E. (2018). “Goodbye Columbus: An Empirical Study of OTAs and the Hotel Industry. Cornell Hospitality Quarterly, Vol. 59 (1): 61-66.

Litvin, S.W., Goldsmith, R.E. and Pan. B (2018). “A Retrospective View of Electronic Word-of-Mouth in Hospitality and Tourism Management.” International Journal of Contemporary Hospitality Management, Vol. 30 (1): 313-325

Litvin, S.W. and Dowling, K.M. (2018). “TripAdvisor and Hotel Consumer Brand Loyalty.” Current Issues in Tourism, Vol. 21 (8): 842-846.

Litvin, S.W. and Rosene, J.T. (2018). “Keeping it Fresh: Revisiting an Historic Tourist City’s Streetscape Improvement Project.” Journal of Destination Marketing & Management, Vol. 7 (March): 12-17.

Smith, W.W., Pitts, R.E., Litvin, S.W. and Agrawal, D. (2017). “Exploring the Length and Complexity of Couples Travel Decision Making. Cornell Hospitality Quarterly, Vol. 58 (4): 387-392.

Litvin, S.W. and Rosene, J.T. (2017). “Revisiting Main Street: Balancing Chain and Local Retail in an Historic City’s Downtown.” Journal of Travel Research, Vol. 56, (6): 821-831.

Litvin, S.W. and Dowling, K.M. (2016 acceptance). “TripAdvisor and Hotel Consumer Brand Loyalty.” Current Issues in Tourism. Available at http://dx.doi.org/10.1080/13683500.2016.1265488.

Litvin, S.W. and Rosene, J.T. (2016 acceptance). “Keeping it Fresh: Revisiting an Historic Tourist City’s Streetscape Improvement Project.” Journal of Destination Marketing & Management, Vol. 7: 12-17.

Litvin, S.W. and Schancupp, J. (2016). “American Jewish Youth’s Attachment to Israel: Implications for Israeli Tourism.” International Journal of Business and Globalisation, Vol. 17 (2): 189-204.

Smith, W.W., Pitts, R.E., Litvin, S.W. and Mack, R.W. (2016). “It’s got to ‘Fit’: Exploring Corporate Sponsorship Decisions.” International Journal of Hospitality and Event Management, Vol.1 (4): 293-304)

Litvin, S.W., Wofford, E.B., and Smith, W.W. (2015). “Rapid Growth and Density of Liquor Licenses in a Heritage Destination: Charleston’s Emerging ‘Entertainment District.’” Tourism Review International, Vol. 19 (3): 163-174.

Litvin, S.W. and Schancupp, J. (2015 acceptance). “American Jewish Youth’s Attachment to Israel: Implications for Israeli Tourism.” International Journal of Business and Globalisation (accepted paper, awaiting publication). 

Smith, W.W., Pitts, R.E., Litvin, S.W. and Mack, R.W. (2015 acceptance). “It’s got to ‘Fit’: Exploring Corporate Sponsorship Decisions.” International Journal of Hospitality and Event Management (accepted paper, awaiting publication).

Smith, W.W., Pitts, R.E., Mack, R.W., Litvin, S.W. and Smith, J.T. (2015 acceptance). “Don’t be One More Logo on the Back of the T-Shirt – Optimizing Sponsorship Recall.” Journal of Convention & Event Tourism (accepted paper, awaiting publication).

Litvin, S.W. and Wofford, E.B. (2015 acceptance). “Charleston’s Newfound ‘Entertainment Zone’: Should we be Concerned?” Current Issues in Tourism (accepted paper, awaiting publication).

Smith, W.W., Litvin, S.W., Frash, R.E. and Butcher, E. (2015 acceptance). "Instructional Scaffolding Approach into the Classroom: Teaching for Authentic Learning in Hospitality and Tourism Education.” Journal of Teaching in Travel & Tourism (accepted paper, awaiting publication). 

Litvin, S.W. and Smith, W.W. (2015 acceptance). “A New Perspective on the Plog Pscyhographic System.” Journal of Vacation Marketing (accepted paper, awaiting publication). 

Walker, D.M., Litvin, S.W., Sobel, R.S. and St Pierre, R.A. (2015). “Stopping When You’re Ahead: Win Limits and Responsible Gambling.” Responsible Gambling Review. Vol. 1 (20): 1-9).

Walker, D.M., Litvin, S.W., Sobel, R.S. and St Pierre, R.A. (2014 acceptance). “Setting Win Limits: An Alternative Approach to “Responsible Gambling?” Journal of Gambling Studies (accepted paper waiting publication).

Litvin, S.W. and Chiam, K.M. (2014). “Ecotourism: A Study of Purchase Proclivity, Revisited.” Journal of Vacation Marketing, Vol. 20 (2): 175-180.

Litvin, S.W. and DiForio, J. (2014). “The Malling of Main Street: The Threat of Chain Stores to the Character of an Historic City’s Downtown.” Journal of Travel Research, Vol. 53(4): 488-499.

Litvin, S.W., Xu Gang, Ferguson, A.C., and Smith, W.W. (2013) “Too Attractive for its Own Good? South of Broad, Second-Homes and Resident Attitudes. Tourism Management Perspectives, Vol. 7 (July): 89-98.

Litvin, S.W., Luce, N. and Smith, W.W. (2013). “A Case Study of Cruise Ships and Resident Attitudes – Research Gone Wild.” Tourism Recreation Research, Vol. 38 (2): 243-248.

Litvin, S.W., Smith, W.W. and Pitts, R.E. (2013). “Sedentary Behavior of the Non-Travel Segment.” Journal of Travel Research, Vol. 25 (1): 129-134.

Litvin, S.W., Pan, B. and Smith, W.W. (2013) “Festivals, Special Events, and the Rising Tide.” International Journal of Culture, Tourism and Hospitality Research. Vol. 7 (2): 163 – 168.

Smith, W.W., Pitts, R.E. and Litvin, S.W. (2012). “Travel and Leisure Activity Participation.” Annals of Tourism Research, Vol. 39(4): 2207-2210.

Litvin, S.W. (2012).  “Hospitality, Tourism and Politics.” Boston Hospitality Review, Vol. 1 (1): 18-21.

Litvin, S.W. and Hoffman, L.M. (2012). “Responses to Consumer Generated Media in the Hospitality Marketplace: An Empirical Study.” Journal of Vacation Marketing, Vol. 18 (2): 135-145.

Litvin, S.W., Smith, W.W. and Blackwell, C. (2012). “Destination Marketing, Accommodation Taxes, and Mandated Tourism Promotional Expenses: Maybe time to Reconsider.”  Current Issues in Tourism. Vol. 15 (4): 385-390.

Smith, W.W. and Litvin, S.W. (2012) “Sponsorship Change and the Ghost of Sponsorship Past.” Event Management, Vol. 16(4): 335-339.

Litvin, S.W. (2011). “Commentary -Good, Better or Best: Selecting the Right Strategy.” Tourism Review International. Vol. 14 (1): 47-54.

Litvin, S.W. and McLeod, J.B. (2011). “Buko Nero, Avoiding the Black Hole of Early Success, Teaching Case Study.”  Journal of Hospitality & Tourism Cases. Vol. 1 (1): 52-55.

Litvin, S.W. and McLeod, J.B. (2011).  “Buko Nero, Avoiding the Black Hole of Early Success, Teaching Note.”  Journal of Hospitality & Tourism Cases. Vol. 1 (1): 56-58.

Smith, W.W., Fralinger, E., and Litvin, S.W. (2011). “Segmenting the USA Non-Travel Market.” Enlightening Tourism – A Pathmarking Journal, Vol. 1 (2):  137-151.

Litvin, S.W. (2010). “Apocalypse Not: A Commentary on Destination Maturation Marketing.”   Journal of Vacation Marketing.  Vol. 16(2): 157-162.

Litvin, S.W. (2010).  “A Comparison of Student Spring Break and their ‘Normal’ Behaviors: Is the Hype Justified?”  Tourism Review International.  Vol. 13(3): 173-181.

Litvin, S.W. and Jaffe, C.S. (2010).  “The Threat of Chain Stores to the Character of an Historic City’s Main Street.”  International Journal of Business and Globalisation. Vol. 4 (3): 299-313.

Smith, W.W., Litvin, S.W., Canberg, A. and Tomas,  S.R. (2010) "Setting Parameters: Operational Budget Size and Allocation of Resources." International Journal of Event and Festival Management, Vol. 1 (3): 238-243

Litvin, S.W. and Mouri, N. (2009). “A Comparative Study of the Use of ‘Iconic’ versus ‘Generic’ Advertising Images for Destination Marketing.” Journal of Travel Research.  Vol. 48(2): 152-161.

Smith, W.W., Carmichael, B., and Litvin, S.W. (2009). “Non-Travelers: The Flip Side of Motivation – Revisited.”  Tourism Recreation Research.  Vol. 34 (1): 91-93.

Litvin, S.W. (2008). “Sensation Seeking and its Measurement for Tourism Research.” Journal of Travel Research. Vol. 46 (4): 440-445.

Ryan, C., Crotts, J.C. and Litvin, S.W. (2008). “Convention Center Management – Influencing the Attendee Experience: The Case of Charleston Convention Center.” Tourism Analysis, Vol. 13 (2): 157-169.

Litvin, S.W., Goldsmith, R.E. and Pan. B (2008). “Electronic Word-of-Mouth in Hospitality and Tourism Management.” Tourism Management. Vol. 29 (2): 458-468.

Litvin, S.W. and Brewer, J.D. (2008). “Charleston South Carolina Tourism and the Presentation of Urban Slavery in a Historic Southern City.” International Journal of Hospitality and Tourism Administration, Vol. 9 (1): 71-84.

Litvin, S.W. and Fyffe, K.(2008). “Tourism: A View from the Fray – A Jamaican Case Study.” International Journal of Business and Globalisation, Vol. 2 (2): 160-172.

Litvin, S.W., Blose, J.E. and Laird, S.T. (2005). “Tourist Use of Restaurant Web-pages: Is the Internet a Critical Marketing Tool?” Journal of Vacation Marketing, Vol. 11 (2): 155-161. (PDF)

Litvin, S.W.  (2003). “Tourism and Understanding: The Business Study Mission.” Annals of Tourism Research, Vol. 30 (1): 77-93. (PDF)

Goldsmith, R.E. and Litvin, S.W. (1998). “Identifying the Vacation Travel Innovator.” Journal of Vacation Marketing, Vol. 4 (4): 327-336. (PDF)

Book Chapters

Litvin, S.W. (2009). “Brunei.” In Dana L.P. (ed) Handbook of Research on Asian Entrepreneurship, Auckland, Edward Elgar: pp 49-53.

Pan, B., Litvin, S.W. and Goldman, H. (2006). “Real Users, Real Trips, and Real Queries: An Analysis of Destination Search on a Search Engine.” Travel and Tourism Research Association, Dublin, Ireland, June 18-20, reprinted in Mitra, J., E-hospitality: A New Paradigm, Icfai University Press, Kolkata, Saltlake, Kolkata, India.

Litvin, S.W. and Crotts, J.C. (2007). “A Comparison of Pre and Post 9/11 Traveler Profiles: Post Crisis Marketing Implications.” In Law, E. Prideaux, B. and Chon, K. (eds.), Crisis Management in Tourism, New York, Cabi Press, pp. 298-309.

Litvin, S.W. and Elangovan, T. (pending publication). “Instructors Guide – The Travel Management Game.”, In McNeill, R.G. and Crotts, J.C., Selling Hospitality: A Situational Approach, Instructor’s Manual, Clifton Park, NY, Delmar Thompson Publishing.

Crotts, J.C., Litvin, S.W. and McNeill, R.G. (2004). “Principles of Marketing.” In Brymer, R.A. Hospitality and Tourism, An Introduction to the Industry, 11th ed., Dubuque Iowa, Kendall/Hunt Publishing, pp. 127-136.

Litvin, S.W. (2003). “Tourism: The World’s Peace Industry?” JTR article republished in Goeldner, C.R. and Ritchie, J.R.B., Tourism Principles, Practices, Philosophies, 9th ed, New York: J. Wiley, pp. 289-294.

Polunin, I.J. and Litvin S.W. (1999). “Sentosa: Promoting a Multi-Attraction Destination.” In Hooi D. H. (ed.) Cases in Singapore Hospitality and Tourism Management, Singapore: Prentice-Hall, pp. 222-236.

Invited Presentations

Litvin, S.W. (2009).  “Tourism Development and Regionalization: Keys to Success.”  Gulf Coast (MS) Business Council Masters Course, April, presented on behalf of the Charleston Convention and Visitors Bureau.

Litvin, S.W. (2008). “The Hospitality Quality Mantra: Maybe Less Sacred than We Believe.” University of Waterloo Faculty of the Environment, Tourism Lecture Series 2008, November 7, Waterloo, Ontario.

Litvin, S.W. (2007). “Growth in a Tourism Town: Impact of Hotel Proliferation in Charleston.” Urban Land Institute, South Carolina Chapter, Charleston.

Peer-Reviewed Conference Presentations and Proceedings

Litvin, S.W. and Walker, D.M. (2013). “How do Casinos Make Money?”  15th Annual International Conference on Gambling and Risk Taking.  Las Vegas, May 27-31.

Litvin, S.W. and DiForio, J. (2012). “The Malling of Main Street: Extended Abstract.”  Proceedings of the Travel and Tourism Research Association, June, 17-19, Virginia Beach, VA, available online at http://www.ttra.omnibooksonline.com/index.html.

Chiam, M. and Litvin, S.W. (2012). “Ecotourism, A Study of Purchase Proclivity: The Next Generation.”  2012 APac (Asia Pacific) TTRA Chapter Conference, November 30 – December 01, Kuala Lumpur.

Pan, B., Wasko, J., Smith, K., Litvin, S.W., Mueller, R., Li, Q, and Zhang, J. (2011). “Cultural Education through Study Abroad in China: A Case Study.” TEFI World Congress 2011, Philadelphia, PA, May 18-21.

Elliott, S. and Litvin, S.W. (2011). “Comparing the influence on trip planning behavior of using selective ‘place appeal’ versus an ‘all inclusive’ style in destination marketing.”  Annual Research Conference of the Travel and Tourism Research Association, London, Ontario, June 19-21.

Goldsmith, R.E., Litvin, S.W. and Bonn, M. (2009).  “Seeking Travel Information Online and Offline.” Association of Marketing Theory and Practice Conference, Jekyll Island, GA, March 25-27.

Litvin, S.W. and Goldsmith, R.E. (2008). “When Branding Seems Not to Count.” Association of Marketing Theory and Practice Conference, Savannah, GA, March 27-29.

Mouri, N, and Litvin, S.W (2008). “Family Branding and the Marketing of Tourism Destinations: Is it Always a Good Idea?” Academy of Marketing Science’s Cultural Perspectives in Marketing Conference, New Orleans, January 16-19.