Moderating effect of hotel markets on differentiation strategies and performance

Abstract

This study examines the impact of differentiating strategies on hotel performance and the moderating effect hotel markets of the U.S. and China on the relationship between differentiation strategies and performance. Strategies for promoting brand image and advancing information technology (IT) are essential for the effective performance of these markets. Compared with Chinese hoteliers, those in the U.S. more strongly considered hotel performance and the implementation of differentiation strategies, such as promoting brand image and advancing IT. Surprisingly, hoteliers in China placed relatively low emphasis on the advancement of IT applications in their hotel properties. Hoteliers can holistically develop and implement these strategies across different markets in the U.S. and China.

Keywords:

• Differentiation strategy
• brand image
• information technology
• China