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Improving competitiveness through city marketing in Spanish hotels

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  • Juan Gabriel Cegarra Navarro
  • Aurora Martinez-Martinez

Abstract

The degree to which hotels can be competitive depends upon some very important factors, such as city promotion initiatives and city knowledge networks. The purpose of this study is to analyse and present how a city marketing procedure could become an effective tool for knowledge development and the competitiveness of Spanish hospitality hotels. Our findings support the view that in order to implement a marketing city programme oriented towards hotels, municipal managers need to provide and support knowledge creation networks. Furthermore, a hotel's size is significantly associated with levels of city promotion initiatives. Therefore, to consolidate marketing city results among small hotels, municipal managers need to reinforce the environment in which hotel managers operate and provide them with the means to survive in the context of a competitive knowledge-based economy.

Suggested Citation

  • Juan Gabriel Cegarra Navarro & Aurora Martinez-Martinez, 2009. "Improving competitiveness through city marketing in Spanish hotels," The Service Industries Journal, Taylor & Francis Journals, vol. 31(9), pages 1489-1503, November.
    • Handle: RePEc:taf:servic:v:31:y:2009:i:9:p:1489-1503
    DOI: 10.1080/02642060903580615
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