INTERNATIONAL FRANCHISING IN THE HOTEL INDUSTRY

Milica Stanković

DOI Number
10.22190/FUEO1604415S
First page
415
Last page
426

Abstract

International franchising in the hotel industry is still insufficiently researched theme in the literature. However, due to the fact that for the internationalization of the hotel chains it is necessary to ensure a large amount of capital, hotels increasingly decide to expand internationally through franchising. Therefore, it is necessary to devote more attention to franchising as the strategy of internationalization in the hotel industry. The greatest number of hotels which operate as franchisors comes from the U.S. On the other hand, the international franchising in hotel industry is significantly less developed in the rest of the world. Therefore, the paper focuses on the hotel franchise companies from the U.S. that have an international franchise units. The aim of the paper is to determine the impact of internal factors, the size and the age of the franchise system, on the use of franchising as a strategy of internationalization for hotel franchise company.

Keywords

international franchising, franchisor, franchisee, hotel industry

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DOI: http://dx.doi.org/10.22190/FUEO1604415S

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