Affiliation to Hotel Chains: Requirements Towards Hotels in Bulgaria

Journal of Hospitality Marketing and Management, Forthcoming

13 Pages Posted: 28 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

The hotel chain’s expansion involves several strategic decisions – whether to expand, choice of a destination, choice of an entry mode, and selection of a hotel partner. This research note focuses on the hotel partner selection and more specifically on the requirements the hotel chains have towards hotels in Bulgaria that aim to be affiliated, as well as hotels’ perceptions of chains’ requirements towards them. Findings reveal that chains put higher emphasis on the task-related rather than the partner-related criteria. The hotels systematically overrate the importance of the specific requirements chains have towards them. Managerial implications, research limitations and directions for future research are also discussed.

Keywords: hotel chains; partner selection; task-related criteria; partner-related criteria; entry mode; Bulgaria

Suggested Citation

Ivanova, Maya G. and Ivanov, Stanislav Hristov, Affiliation to Hotel Chains: Requirements Towards Hotels in Bulgaria (2014). Journal of Hospitality Marketing and Management, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2502348

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

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