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|Titolo:||Network brand management. Issues and opportunities for small-sized hotels|
|Autori interni:||PENCARELLI, TONINO|
|Data di pubblicazione:||2015|
|Rivista:||INTERNATIONAL JOURNAL OF MANAGEMENT CASES|
|Abstract:||In the worldwide competition for attracting tourism flows, a strong brand can increase the capability of a hotel to be recognized, appreciated and visited. Thus, a brand can represent an important key success factor, but it should be efficiently and effectively managed. The hotel brand should be coherent with the brand of the network (i.e. a franchising chain) the hotel belongs to and with the brand of the territory where it is located. Attention to the brand architecture helps hotels to leverage and reinforce the positive image of the network and the value proposition of the specific place. Since SMEs represent the main actor in the hotel industry, this paper aims to investigate whether owners/managers of small-sized hotels are aware of the importance of branding, and to explore which brand management activities they perform alone and within the network. Empirical analysis is performed with reference to the Province of Rimini, a famous tourism destination in Italy.|
|Appare nelle tipologie:||1.1 Articolo su rivista|
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