Hotel Chains’ Entry Mode in Bulgaria

Anatolia, 25(1), 131-135

9 Pages Posted: 13 Jun 2013 Last revised: 26 Sep 2014

See all articles by Maya G. Ivanova

Maya G. Ivanova

Zangador Ltd.; Varna University of Management (VUM)

Stanislav Hristov Ivanov

Varna University of Management (VUM); Zangador

Date Written: 2014

Abstract

This exploratory research note focuses on the entry modes applied by foreign and domestic hotel chains in Bulgaria. Results reveal that foreign chains put an emphasis on non-equity entry modes (marketing consortium, management contract, franchise), while domestic chains prefer ownership (full or partial). Hotel chains perceive non-equity modes as most suitable for penetrating the Bulgarian hotel market, while local hotels consider equity and non-equity modes as equally suitable. Considering the very low market penetration of hotel chains in Bulgaria, the authors conclude that there is a vast ground for their expansion in the country and that this expansion should be based on non-equity modes. Research limitations and directions for future research are also discussed.

Keywords: hotel chain, entry mode, type of affiliation, franchise, management contract, Bulgaria

Suggested Citation

Ivanova, Maya G. and Ivanov, Stanislav Hristov, Hotel Chains’ Entry Mode in Bulgaria (2014). Anatolia, 25(1), 131-135. Available at SSRN: https://ssrn.com/abstract=2277807

Maya G. Ivanova

Zangador Ltd. ( email )

Varna, 9010
Bulgaria

Varna University of Management (VUM) ( email )

13A Oborishte Street
Varna, 9000
Bulgaria

Stanislav Hristov Ivanov (Contact Author)

Varna University of Management (VUM) ( email )

13 Oborishte Street
Varna, 9000
Bulgaria
+359 898 680713 (Phone)

HOME PAGE: http://www.vumk.eu

Zangador ( email )

Varna, 9010
Bulgaria

HOME PAGE: http://www.zangador.eu

Register to save articles to
your library

Register

Paper statistics

Downloads
80
rank
294,567
Abstract Views
593
PlumX Metrics