•Quantitative study based on a scenario-based online survey of 110 self-selected hotel executives.•Explores non-equity entry mode decisions of high-level executives through lenses of transaction cost economics and the resource-based view.•Intangible assets and resources are the most important consideration in deciding between franchising and management contracts.•Uncertainties in the host market may lead hotel executives to choose franchising over management contracts.•Asset specificity may prompt the use of management contracts over franchising.
International Journal of Hospitality Management – Elsevier
Published: Mar 1, 2018
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