BRANDING ORIENTATION IN THE ACCOMMODATION INDUSTRY

Clicks: 402
ID: 99580
2015
Free PDF
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal
Emerging

Ranked #8 of 35 articles by views in international review of management and marketing

Most read Least read

Bar heights use a square-root scale.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
This paper starts by clarifying the role of branding orientation (BO) among academic studies. It shortly introduces the development of the BO concepts. The empirical part consists of a search for and analysing of academic articles using a meta-analysis that consider BO in the accommodation industry. According to the results, significant appraisal of the branding building activities among higher star rating and luxury accommodation businesses are taking place due to the increasingly demanding guests. Thus, there is an upward pressure on small and medium accommodation businesses to survive or perform well. This paper recommends that scholars study the owners-managers, employees, and customer perspectives altogether, to better comprehend how large accommodation businesses displaying BO can generate superior performance. For the small and medium accommodation businesses, the emphasis is the owners-managers perceptions since they are the main decision-makers, and due to infancy of the small and medium enterprise (SME) branding application.
Reference Key
liow2015brandinginternational Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Liow, Melissa Li Sa;Chai, Yeow Kim;
Journal international review of management and marketing
Year 2015
DOI
DOI not found
URL
http://econjournals.com/index.php/irmm/article/view/1131/pdf
Keywords
Education Medicine (General) Medicine Science Medical technology sports business education (general) finance building construction management. industrial management medical philosophy. medical ethics

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.