Title

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

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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http://dx.doi.org/10.1080/15280080802103110

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