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Hotel Repositioning Through Property Renovation, Tourism and Hospitality Research

Hassanien, straAhmed; Baum, Tom

Authors

Tom Baum



Abstract

Kotler (1997) argues that regardless of the initial success of the brand position in the market, the firm may have to he forced to reposition it later. Similarly, Trout and Rivkin (1995) state that today is more the time for repositioning than positioning. This is due to the changing marketing environments that influence any organisation. However, renovation is costly, ongoing and inevitably essential for hotels to stay active and alive in the market. At any one time almost every hotel has recently been renovated, is under renovation, or is waiting for renovation. An examination of the literature uncovers the fact that hotel positioning and property renovation are inseparable in the hotel industry since most innovation is attained through renovation. It is the intention of this paper to concentrate on the process of property renovation in the hospitality industry and its role as a strategic marketing tool for hotel repositioning. A study of attitudes to hotel renovation in Egypt forms the empirical component of this paper.

Citation

Hassanien, S., & Baum, T. (2002). Hotel Repositioning Through Property Renovation, Tourism and Hospitality Research. Tourism and Hospitality Research, 4(2), 144-157. https://doi.org/10.1177/146735840200400205

Journal Article Type Article
Publication Date 2002
Deposit Date Mar 31, 2025
Journal Tourism and Hospitality Research
Print ISSN 1467-3584
Electronic ISSN 1742-9692
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Volume 4
Issue 2
Pages 144-157
DOI https://doi.org/10.1177/146735840200400205
Public URL http://researchrepository.napier.ac.uk/Output/4192778