Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2019.1710719
Comparing chains versus independent hotels based on international sales: an exploratory study
Giorgio Ribaudo
Salvatore Moccia
Maria Orero-Blat
Daniel Palacios- Marqués
Sažetak
The globalization of tourism has recently increased the importance
of foreign demand for most European destinations. Hotel
chains have been long investigated from several perspectives.
However, no research has verified the alleged ability of chains to
attract foreign demand, while this information is highly sought
after by hotel investors and owners when evaluating affiliation
opportunities. The present study covers Italy. It is based on a survey
of 148 branded hotels for 21 destinations and 22 brands.
Adopting a new metric to compare the ability of hotels to sell
abroad (Foreign market Per Available Room; FmPAR), it has been
found that chain-affiliated hotels perform better than independent
hotels in attracting foreign demand. This is particularly true
for international chains compared to domestic ones. On the other
hand, the effect is stronger in three-star hotels than in four and
five-star ones, in destinations where chain penetration is low.
Ključne riječi
Hotel chains; international demand; sales performance; brand strategy
Hrčak ID:
254593
URI
Datum izdavanja:
9.2.2021.
Posjeta: 887 *