As an associate professor in the School of Hospitality and Agricultural Leadership at Missouri State University, Barreda uses consumer research to help independent hoteliers navigate the market.   “My research is theoretical, but it’s also very practical. It needs to be,” he said. “Academics are operating in a theoretical sense, a different time frame. Hoteliers are … [Read more...] about More than Room and Board: What hoteliers offer versus what consumers perceive they want