Market Penetration of Hotel Chains: Does Culture Matter?
Annals of Tourism Research, 57, 259-264.
11 Pages Posted: 5 May 2016
Date Written: 2016
This research note measures the impact of host country’s culture on the level of market penetration of hotel chains in its hotel industry. Results indicate that the level of market penetration of hotel chains is highest in countries with high score on individualism and low scores on power distance and uncertainty avoidance. Countries with such scores on the cultural dimensions have low corruption environment that is attractive to the hotel chains and stimulates their entry into the host destination.
Keywords: hotel chains, market penetration, market share, choice of market, national culture, cultural dimensions
Suggested Citation: Suggested Citation