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Independent Or Branded: The Dilemma Of Bulgarian Hoteliers

Author

Listed:
  • Maya Ivanova

    (Varna University of Management)

  • Hristo Petrov

    (Varna University of Management)

  • Stanislav Ivanov

    (Varna University of Management)

Abstract

Hotel chains are major actors in the hospitality industry. Still, many hoteliers have not decided yet whether to join their properties to a chain or stay independent. The paper explores how the managers of Bulgarian independent hotels perceive hotel chains as a development opportunity. More specifically it evaluated their opinions about the advantages of chain affiliated and of independent hotels, the suitability of the various types of affiliation for the Bulgarian hotel market, the factors that influence on hoteliers' decision to choose a type of affiliation, the preferred attributes of the chain, and the hotel attributes preferred by the chains. Furthermore, the paper compares the current findings with the results of a previous study, implemented in 2012, and identifies how the opinion of hoteliers changed over time.

Suggested Citation

  • Maya Ivanova & Hristo Petrov & Stanislav Ivanov, 2020. "Independent Or Branded: The Dilemma Of Bulgarian Hoteliers," Anniversary Scientific Conference with International Participation TOURISM AND CONNECTIVITY 2020, University publishing house "Science and Economics", University of Economics - Varna, issue 1, pages 289-296, October.
    • Handle: RePEc:vra:pr2010:y:2020:i:1:p:289-296
    DOI: 10.36997/TC2020.289
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    More about this item

    Keywords

    hotel chains; Bulgaria; hotel's perspective; hotel brand; modal choice; type of affiliation.;
    All these keywords.

    JEL classification:

    • D02 - Microeconomics - - General - - - Institutions: Design, Formation, Operations, and Impact
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • L24 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Contracting Out; Joint Ventures
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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