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Title: Marketing outlays : important intangible assets in the hotel industry?
Authors: Hua, N
Denizci Guillet, B 
Mattila, AS
Upneja, A
Issue Date: 2007
Source: Journal of quality assurance in hospitality & tourism, 2007, v. 8, no. 4, p. 61-76
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 urn 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.
Keywords: Firm value
Hotel industry
Marketing expenditures
Marketing outlays
Publisher: Routledge, Taylor & Francis Group
Journal: Journal of quality assurance in hospitality & tourism 
ISSN: 1528-008X
EISSN: 1528-0098
DOI: 10.1080/15280080802103110
Appears in Collections:Journal/Magazine Article

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