The hospitality industry: Strategic reasons to pursue, or not, a soft brand affiliation

Detalhes bibliográficos
Autor(a) principal: Lopes, Maria Inês Pitta da Cunha
Data de Publicação: 2016
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/17234
Resumo: This study of independent Portuguese hotels‘ positioning strategies regarding adopting, or not, a soft brand affiliation seeks to determine what motivates this choice. Surveyed hotels were asked to enunciate the benefits and disadvantages associated with their strategic decision, and other difficulties experienced in their business. The results indicate that international brand awareness and the hotel owners‘ long-term goals are the core factors affecting the choice. In practice, we conclude that there isn‘t a ‗one size fits all‘ strategy. Nevertheless, affiliated hotels experience an operational advantage over non-affiliated ones stemming from the affiliating organization‘s accumulated experience in sales, distribution channels and marketing resources.
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spelling The hospitality industry: Strategic reasons to pursue, or not, a soft brand affiliationhospitality industrypositioning strategysoft brand affiliationPortugalDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis study of independent Portuguese hotels‘ positioning strategies regarding adopting, or not, a soft brand affiliation seeks to determine what motivates this choice. Surveyed hotels were asked to enunciate the benefits and disadvantages associated with their strategic decision, and other difficulties experienced in their business. The results indicate that international brand awareness and the hotel owners‘ long-term goals are the core factors affecting the choice. In practice, we conclude that there isn‘t a ‗one size fits all‘ strategy. Nevertheless, affiliated hotels experience an operational advantage over non-affiliated ones stemming from the affiliating organization‘s accumulated experience in sales, distribution channels and marketing resources.Santos, VascoRUNLopes, Maria Inês Pitta da Cunha2016-05-11T14:43:17Z2016-012016-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/17234TID:201531577enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:54:59Zoai:run.unl.pt:10362/17234Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:23:49.894498Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The hospitality industry: Strategic reasons to pursue, or not, a soft brand affiliation
title The hospitality industry: Strategic reasons to pursue, or not, a soft brand affiliation
spellingShingle The hospitality industry: Strategic reasons to pursue, or not, a soft brand affiliation
Lopes, Maria Inês Pitta da Cunha
hospitality industry
positioning strategy
soft brand affiliation
Portugal
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The hospitality industry: Strategic reasons to pursue, or not, a soft brand affiliation
title_full The hospitality industry: Strategic reasons to pursue, or not, a soft brand affiliation
title_fullStr The hospitality industry: Strategic reasons to pursue, or not, a soft brand affiliation
title_full_unstemmed The hospitality industry: Strategic reasons to pursue, or not, a soft brand affiliation
title_sort The hospitality industry: Strategic reasons to pursue, or not, a soft brand affiliation
author Lopes, Maria Inês Pitta da Cunha
author_facet Lopes, Maria Inês Pitta da Cunha
author_role author
dc.contributor.none.fl_str_mv Santos, Vasco
RUN
dc.contributor.author.fl_str_mv Lopes, Maria Inês Pitta da Cunha
dc.subject.por.fl_str_mv hospitality industry
positioning strategy
soft brand affiliation
Portugal
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic hospitality industry
positioning strategy
soft brand affiliation
Portugal
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This study of independent Portuguese hotels‘ positioning strategies regarding adopting, or not, a soft brand affiliation seeks to determine what motivates this choice. Surveyed hotels were asked to enunciate the benefits and disadvantages associated with their strategic decision, and other difficulties experienced in their business. The results indicate that international brand awareness and the hotel owners‘ long-term goals are the core factors affecting the choice. In practice, we conclude that there isn‘t a ‗one size fits all‘ strategy. Nevertheless, affiliated hotels experience an operational advantage over non-affiliated ones stemming from the affiliating organization‘s accumulated experience in sales, distribution channels and marketing resources.
publishDate 2016
dc.date.none.fl_str_mv 2016-05-11T14:43:17Z
2016-01
2016-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/17234
TID:201531577
url http://hdl.handle.net/10362/17234
identifier_str_mv TID:201531577
dc.language.iso.fl_str_mv eng
language eng
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eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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