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International Hotel Advertising The Standardisation Debate

International Hotel Advertising The Standardisation Debate Focus is on the extent to which international hotel companies areattempting to standardise their advertising messages as they movetowards serving a more internationally based market. The characteristicsof advertising in the hotel industry are reviewed, together with anexamination of the arguments for and against standardisation ininternational advertising. An overview of a piece of research undertakenin Hong Kong and the UK to determine the level of standardisation isprovided together with the results of the project. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

International Hotel Advertising The Standardisation Debate

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-6119
DOI
10.1108/EUM0000000001676
Publisher site
See Article on Publisher Site

Abstract

Focus is on the extent to which international hotel companies areattempting to standardise their advertising messages as they movetowards serving a more internationally based market. The characteristicsof advertising in the hotel industry are reviewed, together with anexamination of the arguments for and against standardisation ininternational advertising. An overview of a piece of research undertakenin Hong Kong and the UK to determine the level of standardisation isprovided together with the results of the project.

Journal

International Journal of Contemporary Hospitality ManagementEmerald Publishing

Published: Mar 1, 1991

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