Independent or branded: The dilemma of Bulgarian hoteliers

Proceedings of the International Scientific Conference "Tourism & connectivity", June 2021, Varna, University of Economics-Varna, pp. 289-296

8 Pages Posted: 12 Apr 2021

See all articles by Maya G. Ivanova

Maya G. Ivanova

Zangador Ltd.; Varna University of Management (VUM)

Hristo Petrov

Varna University of Management (VUM), Students

Stanislav Hristov Ivanov

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

Date Written: 2021

Abstract

Hotel chains are major actors in the hospitality industry. Still, many hoteliers have not decided yet whether to join their properties to a chain or stay independent. The paper explores how the managers of Bulgarian independent hotels perceive hotel chains as a development opportunity. More specifically it evaluated their opinions about the advantages of chain affiliated and of independent hotels, the suitability of the various types of affiliation for the Bulgarian hotel market, the factors that influence on hoteliers’ decision to choose a type of affiliation, the preferred attributes of the chain, and the hotel attributes preferred by the chains. Furthermore, the paper compares the current findings with the results of a previous study, implemented in 2012, and identifies how the opinion of hoteliers changed over time.

Keywords: hotel chains, Bulgaria, hotel’s perspective, hotel brand, modal choice, type of affiliation

JEL Classification: D02, L22, L24, L83, M31, Z33

Suggested Citation

Ivanova, Maya G. and Petrov, Hristo and Ivanov, Stanislav Hristov and Ivanov, Stanislav Hristov, Independent or branded: The dilemma of Bulgarian hoteliers (2021). Proceedings of the International Scientific Conference "Tourism & connectivity", June 2021, Varna, University of Economics-Varna, pp. 289-296, Available at SSRN: https://ssrn.com/abstract=3824244

Maya G. Ivanova

Zangador Ltd. ( email )

Varna, 9010
Bulgaria

Varna University of Management (VUM) ( email )

13A Oborishte Street
Varna, 9000
Bulgaria

Hristo Petrov

Varna University of Management (VUM), Students ( email )

13 Oborishte Street
Varna, 9000
Bulgaria

Stanislav Hristov Ivanov (Contact Author)

Zangador ( email )

Varna, 9010
Bulgaria

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

Zangador Research institute

Varna, 9010
Bulgaria

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

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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