Does Advertising Spending Improve Sales Performance?

A. George Assaf, Alexander Josiassen, Anna S. Mattila, Ljubica Knezevic Cvelbar

Publikation: Bidrag til tidsskriftTidsskriftartikelpeer review

Abstrakt

Hotel managers and investors commonly analyze the impact of advertising spending on firm performance. This paper investigates such an impact using a comprehensive framework incorporating the moderating effects of hotel size and star ratings. We estimated sales performance via dynamic, stochastic frontier modelling. Using longitudinal data from a sample of Slovenian and Croatian hotels, we demonstrate that advertising spending has a positive impact on hotel sales performance, and that the relationship strengthens for larger hotels and hotels with higher star ratings. Theoretical and managerial implications along with directions for future research are also discussed.
OriginalsprogEngelsk
TidsskriftInternational Journal of Hospitality Management
Vol/bind48
Udgave nummerJul.
Sider (fra-til)161-166
Antal sider6
ISSN0278-4319
DOI
StatusUdgivet - jul. 2015

Emneord

  • Advertising spending
  • Sales performance
  • Size
  • Star rating
  • Dynamic frontier modelling

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