Marketing Outlays: Important Intangible Assets in the Hotel Industry?
Keywords
Marketing expenditures, marketing outlays, hotel industry, firm value
Abstract
The purpose of this study is to examine the effect of marketing expenditures (outlays) on hotel firms' value. The authors argue that marketing expenditures are important intangible assets that are related to service innovation, customer satisfaction, customer loyalty, and organizational practices, which in turn influence future profitability and value of the firm. Findings suggest that marketing outlays constitute an important intangible asset in the hotel industry and that such expenses behave differently from other expenses; and more importantly, they are able to generate future benefits.
Publication Date
9-8-2008
Original Citation
Nan Hua, Basak Denizci, Anna S. Mattila, Arun Upneja (2008). Marketing Outlays: Important Intangible Assets in the Hotel Industry? Journal of Quality Assurance in Hospitality & Tourism, 8(4), 61-76.
Number of Pages
61-76
Document Type
Paper
Language
English
Source Title
Journal of Quality Assurance in Hospitality & Tourism
Volume
8
Issue
4
Copyright Status
Unknown
Copyright Date
2008
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Hua, Nan; Denizci, Basak; Mattila, Anna S.; and Upneja, Arun, "Marketing Outlays: Important Intangible Assets in the Hotel Industry?" (2008). Faculty Scholarship and Creative Works. 403.
https://stars.library.ucf.edu/ucfscholar/403