RESEARCH ON THE IMPACT OF THE MARKETING POTENTIAL ON THE
COMPETITIVENESS OF HOTEL ENTERPRISES
VYARA KYUROVA
RAYNA DIMITROVA
Abstract
The marketing potential has an immediate impact on the competitiveness of hotel enterprises. The development of this marketing potential is a major prerequisite for the increase in competitiveness of enterprises. In this context of importance is the research and evaluation of the impact of the marketing potential on the competitiveness of an enterprise. Based on the results of an empirical study which used statistical method to evaluate correlations, an evaluation of the impact of the marketing potential on the competitiveness of hotel enterprises is made. Conclusions have been drawn and recommendations have been made.
Keyword(s)
hotel enterprise, correlation, marketing potential, competitiveness, impact, statistical methods
References
Безрутченко, Ю. В., Маркетинг в социально-культурном сервисе и туризме, Дашков и К, Москва, 2012
Велев М., Оценка и анализ на фирмената конкурентоспособност, Софттрейд, С., 2004
Димитрова, Р., Конкурентоспособност на предприятието – техники за развитие, Проблеми на малкия бизнес, Лангов, Благоевград, 2012
Калоянов, Т., Статистика, Тракия – М, С., 2004
Мадгерова Р., Управление на маркетинга, В: Организация и управление на малкия бизнес, Лангов, Благоевград, 2012
Николова, Н., Статистика. Обща теория, Авангард Прима, С., 2013
Ранчева, Ем., Статистика, Технологика, Пловдив, 2010
Савельева, Н. А., Управление конкурентоспособностью фирмы, Феникс, Ростов н/Д, 2009
Сак, А. В., В. А. Журавлев, Оптимизация маркетинговых решений, Гревцова, Минск, 2010
Стоянов, Д., Конкуренция и стратегии – анализ и избор, УИ „Стопанство”, С., 1995
Шматько, Л. П. и др., Туризм и гостиничное хозяйство, МарТ, Москва-Ростов – на – Дону, 2005 31
O’Farrell, P. N., D. M. Hitchens. (1988). Then Relative Competitiveness and Performance of Small Manufacturing Firms in Scotland and the Mid – West of Ireland: an Analysis of Matched Pairs, Regional Studies, 25 (5)
O’Farrell, P. N., D. M. Hitchens. (1989). The Competitiveness and Performance of Small Manufacturing Firms: an Analysis of Matched Pairs in Scotland and England, Environment and Planning, 21 (9)
O’Farrell, P. N., D. M. Hitchens, L. A. Moffat. (1992). The Competitiveness of Business Services Firms: a Matched Comparison between Scotland and the Sought East of England, Regional Studies, 26 (6)
Tsai, H., H. Song, K. Wong. (2009). Tourism and hotel competitiveness research, Journal of Travel & Tourism Marketing, 26:5-6
Full Text: PDF ( Bulgarian)