Bonnie Knutson

Professor Michigan State University

  • East Lansing MI

Bonnie Knutson often consults with business leaders who want to understand and take advantage of changing consumer demands.

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Michigan State University

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Biography

Bonnie J. Knutson is a professor in The School of Hospitality Business in the Broad College of Business. Widely known as an authority on emerging lifestyle trends and creative marketing strategies, she often consults with business leaders who want to understand and take advantage of changing consumer demands. Her work has been featured in publications such as The Wall Street Journal, USA Today, and on CNN. She has also had articles appear in numerous business publications, and is editor of The Journal of Hospitality and Leisure Marketing.

With her wit and entertaining style, Bonnie is a frequent speaker at business and association meetings. She has been a featured presenter for the National Restaurant Association, the American Hotel & Motel Association, Meeting Professionals International, Club Managers Association of America, National Automated Merchandising Association, as well as financial, health care, automotive, and education organizations throughout the United States and abroad.

Knutson has been named a MSU Distinguished Faculty. She has also been honored with the MSU Distinguished Alumni Award and the Hospitality Business Alumni Association Lifetime Academic Achievement Award. She was given the esteemed Withrow Award for teaching and research in the Broad College of Business and has won the prestigious Golden Key Teaching Excellence Award for outstanding instruction and dedication to students. The Advertising Education Foundation named Dr. Knutson a National Scholar.

Knutson is on the Advisory Boards of the Food Industry Institute, the Travel, Tourism and Recreation Resource Center, and the Advisory Council for the MSU Wharton Center. She is a member of the American Marketing Association and the American Marketing Research Association.

Industry Expertise

Hospitality
Education/Learning
Research

Areas of Expertise

Sales & Sales Management
Service Leadership
Innovation
Hospitality Leadership
Consumer Behavior
Consumer Trends

Accomplishments

Lifetime Academic Achievement Award

2014

The School of Hospitality Business Alumni Association

Distinguished Alumni Award

2013

Michigan State University Alumni Association

Distinguished Faculty Award

2012

Michigan State University

Education

Michigan State University

Ph.D.

1982

Michigan State University

M.A.

1979

Michigan State University

B.A.

1978

Affiliations

  • Journal of Hospitality Marketing and Management : Editorial Board Member
  • Journal of Marketing: Theory and Practice : Editorial Board Member
  • Council of Hotel, Restaurant and Institutional Educators (CHRIE)
  • American Hotel & Motel Association
  • National Restaurant Association
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News

Marketing Moments | Does Your Business Need A Hero?

Michigan Business Networks  online

2023-02-27

Not long ago, I had the opportunity to talk with a Manager. He humanized, for me, the issues that he, like many of you, have been facing – staffing, supply shortages, cancellations, rising costs for virtually everything…ad infinitum. As we said goodbye, we “bumped elbows.” He then smiled and said, We will get through this because my employees are heroes.

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Marketing Moments | Is Dr. Kano Right?

Michigan Business Networks  online

2023-02-01

A while ago, I conducted some focus groups with frequent travelers. At one point, we were discussing hotel amenities and the conversation went something like this:

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Marketing Moments | Get Yourself A Milk Stool

Michigan Business Networks  online

2022-07-18

My grandparents’ house was on a corner lot that had just enough room for Nonno to build a little shoe shop a few steps from their home. We lived a block away. A block away in the other direction was my elementary school. So every day walking home, I would stop by Nonno’s shoe shop for a loving smile, a big hug, and a mia bella nipotina (my beautiful granddaughter). And, of course, there was always a little treat – a biscotti, an amaretti, or a canestrelli – that my mother believed would spoil my dinner, but never did.

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Journal Articles

Understanding Employee Delight and Voice From the Internal Marketing Perspective

Journal of Hospitality Marketing & Management

2015

This study examines the relationship between internal marketing (employee delight and voice) and employee behavior from a marketing perspective. The response rate of the completed 335 surveys was 45%. Structural equation modeling was used in order to examine the proposed model.

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Posttrip Behavioral Differences Between First-Time and Repeat Guests: A Two-Phase Study in a Hospitality Setting

Journal of Hospitality Marketing & Management

2014

This study was designed to investigate posttrip behavioral differences between first-time and repeat hotel guests by examining causal relationships among delight, satisfaction, attitudinal loyalty, and behavioral loyalty. A two-phase study was conducted to validate actual future behavioral loyalty. The online surveys to measure satisfaction, delight, and attitudinal loyalty were completed by 1,573 hotel guests as Time 1.

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A longitudinal investigation to test the validity of the American customer satisfaction model in the U.S. hotel industry

International Journal of Hospitality Management

2013

This study was designed to test the validity of the American Customer Satisfaction Index (ACSI) model specifically for the hotel industry. The main objective of this study was to determine consistency of the ACSI hotel model over three periods: 1994, 2001, and 2009. The model was tested using the Structural Equation Modeling (SEM) technique using a two stage data analysis procedure.

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