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- Title
МАРКЕТИНГОВИЯТ КОНСОРЦИУМ КАТО СЪВРЕМЕННА АЛТЕРНАТИВА ЗА УСПЕШЕН ХОТЕЛИЕРСКИ БИЗНЕС.
- Authors
Илиева, Елена
- Abstract
Through the last few decades hotel industry is experiencing increased and dynamic consolidation, as large corporate hotel chains are gaining a strong influence on customer’s choice and are representing a strong competition for the individual hoteliers on market. For the successful development of an individual hotel establishment nowadays there are a number of modern options that combine independence with the privileges of membership in an association. The marketing consortium one of the preferred choices among hoteliers in recent years, as it offers economically and legally independent existence with economies of scale and taking advantage of the reputation of a well-known brand. The main research goal of the article is to present the features of the marketing consortium and its advantages over joining a corporate hotel chain. Other modern alternatives are also considered such as the realization of a boutique hotel / own brand development and the use of a soft brand, as an comparison of the economic benefits between the latter and the marketing consortium has been made and it indicates a predominant position for the hotel consortia.
- Subjects
HOTEL chains; BOUTIQUE hotels; ECONOMIES of scale; HOTELS; MEMBERSHIP in associations, institutions, etc.; BRAND choice
- Publication
Management & Education / Upravlenie i Obrazovanie, 2021, Vol 17, Issue 2, p49
- ISSN
1312-6121
- Publication type
Article