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.
International Journal of Contemporary Hospitality Management – Emerald Publishing
Published: Mar 1, 1991