Coca-Stefaniak, J. Andres ORCID: 0000-0001-5711-519X (2019) Does place matter in hospitality? Hospitality Quarterly Magazine, 51. p. 19.

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Abstract

Location is a dominant factor affecting the success of hospitality businesses. However, when that location is not blessed with the footfall of a busy high street or cannot rely on the proximity of a nearby major visitor attraction, a more creative approach is required. Indeed, offering an attractive façade, attentive staff and excellent service may not be enough for a hospitality business to succeed unless it already enjoys a well-established reputation. Even then, research suggests that the brand of a place can still have a bigger influence on customer decisions and satisfaction than a business brand on its own, no matter how established. Hospitality professionals can have a big impact on the attractiveness of a place brand by adopting a partnership approach to managing and marketing places that deliver memorable experiences to local residents and visitors alike.

Item Type:	Article
Uncontrolled Keywords:	place; hospitality; place identity; place marketing; place branding; markets; SHARE project; GO TRADE project; events
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism Faculty of Business > Tourism Research Centre
Related URLs:	Publisher
Last Modified:	22 Mar 2019 17:39
URI:	http://gala.gre.ac.uk/id/eprint/22884

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