Title: Understanding marketing strategies with particular reference to small- and medium-sized hotel businesses in the United Arab Emirates
Abstract: This study attempts to empirically investigate the marketing practices of the small- and medium-sized hotels in the United Arab Emirates, which has not been extensively researched in the context of the accommodation sector in Arab region. Findings from the survey and semi-structured interviews with owners–operators of small- and medium-sized hotels revealed that, to remain competitive in the hotel businesses, small- and medium-sized hotels owners–operators undertaken various marketing practices in terms of positioning, product, price setting, and promotional strategies. The research reported in this paper seeks to make a contribution to the understanding of marketing strategies in small- and medium-sized hotels specifically and, more generally, to the area of small- and medium-sized enterprises or entrepreneurial marketing.
Publication Year: 2015
Publication Date: 2015-01-19
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 12
AI Researcher Chatbot
Get quick answers to your questions about the article from our AI researcher chatbot