search query: @indexterm Hotel and catering industry / total: 391
reference: 185 / 391
| Author: | Michael, S. C. |
| Title: | Under-marketed! Why the Hospitality Industry Shorts Itself on Advertising |
| Journal: | Cornell Hotel and Restaurant Administration Quarterly
2002 : VOL. 43:2, p. 64-71 |
| Index terms: | ADVERTISING HOTEL AND CATERING INDUSTRY ANALYTICAL REVIEW INDUSTRIES |
| Language: | eng |
| Abstract: | A comparison of advertising levels found that hotel and restaurant franchise chains spend consistently less on advertising than do company-owned chains. Franchise chains fall short regardless of whether one makes the comparison on a per-unit, per-region, or per-unit-region basis. Moreover, the discrepancy is continuous in the sense that the greater the percentage of franchise units in a chain, the greater the comparative advertising shortfall. While the study was strictly a numerical comparison, other sources of information offer possible reasons for the discrepancy. The most likely explanation is that franchisees don't always see the personal benefit accruing from a chain-wide advertising effort. |
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