This article discusses major stages in the formulation of specific hotel marketing strategies and presents the results of a study to determine whether chain and independent hotels differ in their marketing strategy. Forty-six managers of chain and independent hotels in Britain were surveyed regarding their attitudes towards 16 marketing strategy variables and their responses cluster-analyzed. The clusters were found to have certain attributes of inherent similarity. Cluster analysis of the 16 variables revealed two distinctive phases in hotel marketing strategy: planning and implementation.
Get full access to this article
View all access options for this article.
References
1.
Aaker, D.A. (1971), Multivariate Analysis in Marketing: Theory and Applications, Wadsworth Publishing Company .
2.
Cattell, R.B. (1944), "A Note on Correlation Clusters and Cluster Search Methods,"Psychometrika, 169-184.
3.
Coffman, C. Dewitt and A. Lapidus (1974), "Designing Hotels for the Seventies,"The Cornell H. R. A. Quarterly15 (May), 61-71.
4.
Dan, R. E Thomas (1978), "Strategy is Different in Service Businesses,"Harvard Business Review (July-August), 158-165.
5.
Fitzroy, P.T. (1976), Analytical Methods for Marketing Management , McGraw-Hill Book Company U.K. Ltd., pp. 44-45.
6.
Green, P.E. and D.S. Tull (1970), Research for Marketing Decisions , 2d ed., Englewood Cliffs : Prentice Hall, Inc.
7.
Green, P.E., R.E. Frank, and P.J. Robinson (1967), "Cluster Analysis in Test Market Selection,"Management Science13 (April).
8.
Harris, Kerr, Forster and Co. (1974), "Developing a Marketing Strategy— Profitable Food and Beverage Management,"The Cornell H. R. A. Quarterly15 (November), 34-42, 48.
9.
Lattin, G.W. (1977), Modern Hotel and Motel Management , W. H. Freeman and Co.
10.
Lee, B. ( 1981), The Application of Marketing Strategy in the Hotel Industry, unpublished M.B.A. dissertation, University of Sheffield, Sheffield, England.
11.
MacNaughton, R.W. (1981), "How to Develop a Marketing Strategy on a Small Restaurant Budget,"The Cornell H. R. A. Quarterly21 (February), 10-14.
12.
Neidell, L.A. (1970), "Procedures and Pitfalls in Cluster Analysis," in American Marketing Association Conference Broadening the Concept of Marketing (September), Boston, Mass. , pp. 102-107.
13.
Olsen, M.D. and C.J. Bellas (1980), "Growth in the 1980's—A Blueprint for Food Services,"The Cornell H. R. A. Quarterly21 (August), 23-26.
14.
Peters, C.H. (1978), "Pre-opening Marketing Analysis for Hotels,"The Cornell H. R. A. Quarterly19 (May), 15-22.
15.
Sharp, I. (1979), "Four Seasons Hotels: Forging a Philosophy with an Eye Toward the Future,"The Cornell H. R. A. Quarterly20 (May), 11-22.
16.
Wishart, D. (1978), Cluster: User Manual, Cluster Analysis Package (version IC Release 2, University Research Council Series, 3d ed. (January).
17.
Yesawich, P.C. (1978), "Post-opening Market Analysis for Hotels,"The Cornell H. R. A. Quarterly19 (November), 70-81.
