Abstract
This article discusses major stages in the formulation of specific hotel marketing strategies and presents the results of a study to determine whether chain and independent hotels differ in their marketing strategy. Forty-six managers of chain and independent hotels in Britain were surveyed regarding their attitudes towards 16 marketing strategy variables and their responses cluster-analyzed. The clusters were found to have certain attributes of inherent similarity. Cluster analysis of the 16 variables revealed two distinctive phases in hotel marketing strategy: planning and implementation.
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