engleski

Analysis of seasonality impact on the business performance of global chain hotels

Starting with the notion that seasonality is one of the greatest challenges for the most hotels and tourist destinations, and without an exception for the hotels in European Mediterranean destination, this paper aims to gain knowledge of the coherence between business performance of global chain hotels and degree of seasonality, and if business or leisure hotels are more successful from the aspect of seasonality degree. Business performance is approximated by the following indicators: accommodation occupancy, average daily room rate (ADR) and revenue per available room (RevPAR). Data was collected via questionnaire from 196 global chain hotels from four Mediterranean tourist destinations (Croatia, Italy, Spain and Turkey). The data were analyzed using descriptive, inferential and multivariate statistics. The study concludes that there is a difference in business performance of the global chain hotels depending on the degree of seasonality. As the seasonality degree is lower, the hotels' business performance is higher. It is found that targeting the leisure or business hotel type cannot make the influence on the more favorable degree of seasonality. The paper contributes to theoretical and practical understanding of seasonality impact on the business performance of global chain hotels.

Seasonality ; Business performance ; Business hotel ; Leisure hotel ; Global chain hotel

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