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Brand strategy scope and advertising spending: The more the better?

Author

Listed:
  • Ricardo Sellers-Rubio

    (16718University of Alicante, Spain)

  • Aurora Calderón-Martínez

    (16718University of Alicante, Spain)

Abstract

Given the need to justify business management expenses, firms are very interested in measuring marketing performance. The objective of this article is to analyze mass media advertising investment from an efficient point of view in hotel chains. To accomplish the objective, this article applies a two-stage double bootstrap data envelopment analysis to the monetary resources allocated to the different advertising media by the main companies in the Spanish hotel sector. The authors further investigate the determinants of hotel advertising efficiency in terms of the number of brands in the hotel portfolio and the combination of advertising media used (i.e. Internet advertising). The results show a certain level of waste of advertising spending by hotel chains and that both brand portfolio scope and Internet advertising positively affect efficiency.

Suggested Citation

  • Ricardo Sellers-Rubio & Aurora Calderón-Martínez, 2021. "Brand strategy scope and advertising spending: The more the better?," Tourism Economics, , vol. 27(1), pages 70-85, February.
    • Handle: RePEc:sae:toueco:v:27:y:2021:i:1:p:70-85
    DOI: 10.1177/1354816619882135
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    References listed on IDEAS

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    Cited by:

    1. Jeou-Shyan Horng & Chih-Hsing Liu & Sheng-Fang Chou & Tai-Yi Yu & Da-Chian Hu, 2022. "Marketing Management in the Hotel Industry: A Systematic Literature Review by Using Text Mining," Sustainability, MDPI, vol. 14(4), pages 1-16, February.

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