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    题名: Brand diversification and hotel performance in the Texas lodging industry: the moderating effects of ownership and location
    作者: Kim, Yoo Ri;Lin, Shih-Chuan
    关键词: Brand diversification;Hotel performance;Chain-affiliated hotel;Independent hotel;Hotel location;Agglomeration effect
    日期: 2019-09-03
    上传时间: 2019-11-27 12:10:22 (UTC+8)
    摘要: This paper aims to examine the effect of brand diversification on the performance of hotels, as well as the moderating factors determining the effect of brand diversification, i.e. hotel ownership structure and location. Using the data from the publicly traded hotels in Texas from 2010 to 2018, the empirical findings show a consistent, significant and positive impact from the degree of brand diversification on the performance of hotels. In addition, ownership structure and hotel location are found to be significant moderating factors determining the effect of brand diverisification. Specifically, chain-affiliated hotels are more likely to leverage the benefits from brand diversification, whereas hotels situated within a dense agglomeration of chain-affiliated hotels are less likely to leverage the benefits from brand diversification.
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