Master of Science (MS)
First Committee Member
Number of Pages
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.
Companies; Exploratory; Hotel; International; Marketing; Propositions; Research; Standardization; Study
University of Nevada, Las Vegas
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Kurup, Ramesh Kanjuli, "An exploratory study of marketing standardization by international hotel companies: Some research propositions" (1992). UNLV Retrospective Theses & Dissertations. 258.