作者
Amrik Singh, Chekitan S Dev
发表日期
2015/11
期刊
Cornell Hospitality Quarterly
卷号
56
期号
4
页码范围
383-396
出版商
SAGE Publications
简介
One of the factors that separated winning hotels from losers in the recession was the hotels’ management of marketing expenses. By matching a group of 100 winners to 106 losers, based on high or low financial performance during the nadir of the recent recession, the study highlights the effects of marketing expenses as one primary driver of revenue and profit. The study compares the two groups’ revenue and profitability metrics to determine the two groups’ financial performance as the recession wore on. The results of this study show significant differences between winners and losers when measured by top-line indicators (Average Daily Rate [ADR], RevPAR, TRevPAR) and profitability (GOPPAR and NOIPAR). Winners were also found to spend significantly more on marketing than losers. The relationship between marketing expenditures and performance is significantly positive, with franchise expenses and …
学术搜索中的文章
A Singh, CS Dev - Cornell Hospitality Quarterly, 2015