Contemporary Issues Of Hotel Industry Essay

3571 WordsApr 9, 201515 Pages
Contemporary Issues in Hotel Industry Critique Article 1: Hotel Brand Strategy 8/8/2015 Student ID: 1000020140 Student Name Ames Patras Gill INTRODUCTION Presently the importance of brand loyalty in context of the hotel industry has become a debated issue. In the hospitality sector, various researchers and scholars have represented different perspective regarding brand loyalty. This paper will focus on critical analysis of the article “Hotel Brand Strategy”. Moreover, relevant evidences have been provided in order to support the fact that these assumptions have been presented by the authors. Additionally, this paper emphasizes on analyzing the logic behind the assumption in order to scrutinize the strength of the logics. The principal focus on this paper is to critically analyze the agreement and contradictions regarding the assumptions made in the article “Hotel Brand Strategy”. IDENTIFICATION OF ASSUMPTIONS AND EVIDENCES This section will focus on identification of the assumptions and provide the evidences along with the assumptions. Assumption 1 Brand name in the hotel industry offers tangibility to the intangible services provided by the hotels. Evidence: The evidence provided by the author is sound and logical because author has provided examples for illustrating the concept. Crystal Cruises and Rosewood offer single brand while Choice hotel have been targeting different segments by offering wide range of brands for each segment (O 'Neill & Mattila, 2010). In
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