Improving competitiveness through city marketing in Spanish hotels

Juan Gabriel Cegarra Navarro and Aurora Martinez-Martinez

The Service Industries Journal, 2009, vol. 31, issue 9, 1489-1503

Abstract: The degree to which hotels can be competitive depends upon some very important factors, such as city promotion initiatives and city knowledge networks. The purpose of this study is to analyse and present how a city marketing procedure could become an effective tool for knowledge development and the competitiveness of Spanish hospitality hotels. Our findings support the view that in order to implement a marketing city programme oriented towards hotels, municipal managers need to provide and support knowledge creation networks. Furthermore, a hotel's size is significantly associated with levels of city promotion initiatives. Therefore, to consolidate marketing city results among small hotels, municipal managers need to reinforce the environment in which hotel managers operate and provide them with the means to survive in the context of a competitive knowledge-based economy.

Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:31:y:2009:i:9:p:1489-1503

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DOI: 10.1080/02642060903580615

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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