Market Penetration of Hotel Chains: Does Culture Matter?

Annals of Tourism Research, 57, 259-264.

11 Pages Posted: 5 May 2016

See all articles by Stanislav Hristov Ivanov

Stanislav Hristov Ivanov

Varna University of Management (VUM); Zangador

Maya G. Ivanova

Zangador Ltd.; Varna University of Management (VUM)

Date Written: 2016

Abstract

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

Ivanov, Stanislav Hristov and Ivanova, Maya G., Market Penetration of Hotel Chains: Does Culture Matter? (2016). Annals of Tourism Research, 57, 259-264. . Available at SSRN: https://ssrn.com/abstract=2775564

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

Maya G. Ivanova

Zangador Ltd. ( email )

Varna, 9010
Bulgaria

Varna University of Management (VUM) ( email )

13A Oborishte Street
Varna, 9000
Bulgaria

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