Marketing hospitality industry in an era of crisis

Pappas, Nikolaos (2014) Marketing hospitality industry in an era of crisis. Tourism Planning and Development, 12 (3). pp. 333-349. ISSN 2156-8316

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Abstract

The article examines and evaluates Greek hotels’ marketing strategies during recession. It focuses on the investigation of hospitality practices during crisis, marketing strategies and innovation, development of competitive advantage, use of IT for marketing, and the influential links between them. It also examines the impacts of accommodation category and geographical type of hotel. The research is based on a nationwide e-mail survey to hospitality managers/owners (N=914). The results reveal the significant effort put into production cost minimisation, the direct effect of this on marketing strategies, the strong enterprising focus on marketing innovation, and the impact of the use of IT for marketing purposes, whilst the accommodation category has a greater impact on the examined constructs than does geographical type. The conceptualisation adopted provides recommendations for hospitality owners and managers along with a better understanding of the aspects contributing to hospitality marketing in a period of recession and political instability.

Item Type: Article
Additional Information: © 2015 Taylor & Francis. This is an Author's Accepted Manuscript of an article published in Tourism Planning & Development, Volume 12, Issue 3, available online at: https://doi.org/10.1080/21568316.2014.979226.
Subjects: Hospitality and tourism
Depositing User: Nikolaos Pappas
Date Deposited: 19 Nov 2015 21:44
Last Modified: 07 Jul 2017 12:19
URI: http://repository.uwl.ac.uk/id/eprint/1354

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