Award Date

1-1-1992

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Hotel Administration

First Committee Member

Wesley Roehl

Number of Pages

145

Abstract

This exploratory study examined marketing standardization in the hotel industry. As hotel companies continue the internationalization process, standardizing the marketing program could prove to be a viable strategy with appropriate benefits. The objectives of this study were to synthesize the literature on international marketing, standardization and globalization with the literature on hotel marketing to develop tentative research propositions. Primary research served to evaluate these tentative propositions and then formulate them into final propositions for future investigation.

Keywords

Companies; Exploratory; Hotel; International; Marketing; Propositions; Research; Standardization; Study

Controlled Subject

Marketing

File Format

pdf

File Size

4833.28 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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Rights

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