Comparing chains versus independent hotels based on international sales

An exploratory study

Bibliographic Data

ID15066971
AuthorsGiorgio Ribaudo (University of Bologna, Rimini, Italy, corresponding author), Salvatore Moccia (0000-0002-7443-5109, Universidad Internacional de La Rioja, Logroño, La Rioja, Spain), Maria Orero-Blat (0009-0000-4903-8542, Universitat Politècnica de València, València, Spain), Daniel Palacios-Marqués (Universitat Politècnica de València, València, Spain), Daniel Palacios‐Marqués (0000-0002-6415-2025, Universitat Politècnica de València)
Year2020
Volume33
Issue1
Pages2286-2304
Publication date2020-01-01
Open AccessYes
TypeARTICLE
VenueEconomic Research-Ekonomska Istraživanja (JOURNAL)
Journal identifiersISSN: 1331-677X • E-ISSN: 1848-9664
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/1331677x.2019.1710719
OpenAlexW3014751725
LanguageEN
Citations received6
References cited48

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

Advertising · Business · Commerce · Destinations · Economics · Exploratory research · Geography · Globalization · Market economy · Tourism · Diverse Aspects of Tourism Research · Franchising Strategies and Performance · International Business and FDI · Marketing

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