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

Zangador; Zangador Research institute; Varna University of Management (VUM)

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 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)

Zangador Research institute

Varna, 9010
Bulgaria

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

Zangador ( email )

Varna, 9010
Bulgaria

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

Varna University of Management (VUM) ( email )

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

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

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