engleski

The model of key competitive factors of global chain hotels

The objective of this paper is to identify key competitive factors of global chain hotels and assess the contribution of identified competitiveness factors to business performance of global chain hotels. The data for this study have been obtained through a survey-based study which encompassed a sample of 196 global chain hotels (GCHs) in selected countries of the European Mediterranean: Croatia, Italy, Spain and Turkey. Factors of competitiveness included in the analysis were: location, internationalization, brand, employees, loyalty programs, social networks, on-line distribution channels, rates as ‘value for money’ and seasonality. Business performance was approximated by the revenue per available room (RevPAR). In order to test the influence of identified key competitiveness factors, a multiple linear regression and Stepwise regression analysis have been conducted what difference this study from previous researches. This study concludes that brand, employees and loyalty programs are the most significant competitive factors of GCHs according to their influence on RevPAR. The contribution of location was determined as insignificant although all previous researches state the location as the most important factor. It is possible to argue that the contribution of location is less relevant compared to other factors in the model, because location is the first and key condition of global chains when choosing hotels in their expansion, meaning all these hotels typically have an excellent location. The results of this research contribute to the tourism and hotel theory because of lack of researches in the specific field of influence of competitiveness factors to business performance of GHCs

competitive factors, hotel, global chains, business performance

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