Motel Advertising: Practices and Themes

Abstract

This study addressed the advertising practices and advertising themes of a random sample of 269 US motel operations. Motel advertising practices were advertising to sales ratios, agency use, media use, satisfaction with advertising, dominant advertising themes, perceptions of advertising effectiveness, and comparative advertising levels. Data were analysed using motel operation attributes including location, number of motels in the system, number of rooms, average daily room rate, and organisational affiliation. Both chain and independent operations were included in the study.

Citation

Lowe, L.S. and Kruger, A. (1991), "Motel Advertising: Practices and Themes", International Journal of Contemporary Hospitality Management, Vol. 3 No. 1. https://doi.org/10.1108/09596119110001449