Franchising as a Business Expansion Strategy in the Bed and Breakfast Industry: Creating a Marketing and Development Advantage

Abstract

This study examined the applicability of hotel franchising to the bed and breakfast industry and explored whether there was a significant need for marketing and other services of a hotel franchising company. A questionnaire survey of 2,000 innkeepers throughout the United States was conducted resulting in 403 usable responses. The findings of the study included the willingness of the present innkeepers to become members of a hotel franchising company with respect to size, previous hospitality experience, and profitability. With regard to franchising, the following conclusions were drawn: Although innkeepers have unmet marketing and sales needs, franchisers have not yet persuaded innkeepers that they can fulfill these needs effectively.