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Journal of Vacation Marketing, Vol. 3, No. 2, 170-173 (1997)
DOI: 10.1177/135676679700300207

Competitive advantage in the hotel industry — success through differentiation

Hugh Taylor

Wye House, London Road, High Wycombe, Bucks HP11 1 LH, UK

In an increasingly competitive industry it is essential to produce new and innovative ideas to differentiate a product from others of the same nature. This paper gives practical guidelines from experience as to how hotels can stay one jump ahead of the competition, without necessarily incurring great expense, but by taking creative advantage of every opportunity.

Key Words: focusing • marketing strategy • differentiation • market research • brand definition • competitive advantage


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