A Positioning Analysis of Hotel Brands - Based on Travel-Manager Perceptions
Dev, Chekitan S.; Morgan, Michael S.; Shoemaker, Stowe
A hotel brand’s unique selling proposition—the argument it makes to convince travelers to book its hotels instead of someone else’s properties—is known as its market position. The position comprises the bundle of attributes that the hotel offers in an effort to meet guests’ wants and needs.
hotel industry; market share; marketing; competitive strategy; branding
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