International Hotel Advertising: The Standardisation Debate

Abstract

Focus is on the extent to which international hotel companies are attempting to standardise their advertising messages as they move towards serving a more internationally based market. The characteristics of advertising in the hotel industry are reviewed, together with an examination of the arguments for and against standardisation in international advertising. An overview of a piece of research undertaken in Hong Kong and the UK to determine the level of standardisation is provided together with the results of the project.

Citation

Messenger, S.J. and Mei Lin, S. (1991), "International Hotel Advertising: The Standardisation Debate", International Journal of Contemporary Hospitality Management, Vol. 3 No. 3. https://doi.org/10.1108/EUM0000000001676