Potential of Bulgarian Accommodation Establishments to Join Hotel Chains

Proceedings of the Development Alternatives for Contemporary Tourism Conference, 2010 (in Bulgarian), 363-373

10 Pages Posted: 10 May 2011 Last revised: 23 Jul 2012

See all articles by Maya G. Ivanova

Maya G. Ivanova

Zangador Ltd.; Varna University of Management (VUM)

Date Written: June 25, 2010

Abstract

Current paper addresses the possibilities of Bulgarian accommodation establishments to join hotel chains. It makes a census of all hotels in Bulgaria that are currently part of a hotel chain (foreign or domestic). Results show that less than 1% of hotels fly a hotel chain flag, which is much lower than the industry average for the USA (70%) and Western Europe (30-35%). It further identifies the number of hotels that could potentially join hotel chains and determines the most appropriate method – managerial contracts for upscale luxury hotels, franchising for mid-range properties and marketing consortia for all hotel categories. The latter are found to be most appropriate for the case of Bulgarian hotel industry.

Note: Downloadable document is in Bulgarian.

Keywords: hotel chains, managerial contracts, franchising, marketing consortia, Bulgaria

Suggested Citation

Ivanova, Maya G., Potential of Bulgarian Accommodation Establishments to Join Hotel Chains (June 25, 2010). Proceedings of the Development Alternatives for Contemporary Tourism Conference, 2010 (in Bulgarian), 363-373, Available at SSRN: https://ssrn.com/abstract=1835646

Maya G. Ivanova (Contact Author)

Zangador Ltd. ( email )

Varna, 9010
Bulgaria

Varna University of Management (VUM) ( email )

13A Oborishte Street
Varna, 9000
Bulgaria

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