RESEARCH ON THE IMPACT OF THE MARKETING POTENTIAL ON THE COMPETITIVENESS OF HOTEL ENTERPRISES

Vyara Kyurova and Rayna Dimitrova
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Rayna Dimitrova: SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD

Economics and Management, 2013, vol. 9, issue 2, 22-31

Abstract: The marketing potential has an immediate impact on the competitiveness of hotel enterprises. The development of this marketing potential is a major prerequisite for the increase in competitiveness of enterprises. In this context of importance is the research and evaluation of the impact of the marketing potential on the competitiveness of an enterprise. Based on the results of an empirical study which used statistical method to evaluate correlations, an evaluation of the impact of the marketing potential on the competitiveness of hotel enterprises is made. Conclusions have been drawn and recommendations have been made.

Keywords: hotel enterprise; correlation; marketing potential; competitiveness; impact; statistical methods (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:neo:journl:v:9:y:2013:i:2:p:22-31

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