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Commercial short holiday breaks in Scotland: an analysis of market structure, supplier strategies and performance.

Edgar, David A (1997) Commercial short holiday breaks in Scotland: an analysis of market structure, supplier strategies and performance. PhD thesis, Edinburgh Napier University.

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    Abstract/Description

    Hospitality and tourism environments are widely regarded as complex and dynamic in
    nature. This combined with the need for commercial organisations to improve
    performance places considerable emphasis on the need for approaches to
    understanding market and organisation dynamics.
    This research proposes an approach to analysing and understanding the dimensions of
    markets and the interface with organisations to allow optimum performance. It uses the
    commercial short holiday break (CSHB) market in Scotland as a contextual base, and
    reflects an industrial economics approach which encompasses identification of market
    structure, competitive strategies and company performance, to explore activity in the area
    and propose approaches to analysing dynamic and complex markets.
    Commercial short holiday breaks (CSHB) are widely recognised as a growth market for
    hotels. What is often not documented is that such growth is at the expense of other
    market sectors, fuelling mature market conditions and requiring increasingly
    sophisticated marketing strategies to gain and sustain market share and thus improve
    performance.
    To date, little has been published on how hotel companies compete in CSHB markets or
    what performance differences result as a consequence of different strategies and market
    conditions. Therefore through an extensive literature review (of the limited data available)
    and the construction of a database of hotel groups containing the 30 largest hotel groups
    operating in Scotland, an indication of the market structure was formed. To confirm initial
    findings and provide more detailed data on strategies adopted in the market, structured
    telephone interviews were conducted with key suppliers. The interviews revealed strategic
    groups with two main categories of strategy : predator strategies for gaining market share
    and secondly defender strategies for protecting market share. To establish how strategy
    affects corporate performance, further interviews were conducted at the corporate level
    and then in recognition of the multi-site nature of hotel operations, interviews were also
    conducted at unit level for six key short break providing companies. The findings indicate
    that there are bilateral "associations" between the market structure, the strategy adopted
    and the resulting performance. Having constructed a model based upon the findings, it
    appears to be the case that results hold true between both the corporate (industry)
    relationships and the unit (market) level relationships, making the model a significant
    contribution to knowledge.

    Item Type: Thesis (PhD)
    Uncontrolled Keywords: commercial short holiday break (CSHB); market and organisation dynamics; corporate performance; strategy;
    University Divisions/Research Centres: The Business School > School of Marketing, Tourism and Languages
    Dewey Decimal Subjects: 300 Social sciences > 330 Economics > 338 Production > 338.4 Secondary industries and services > 338.47 Services & products > 338.479 Travel related services > 338.4791 Tourist industry
    Library of Congress Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
    Item ID: 5728
    Depositing User: Mrs Lyn Gibson
    Date Deposited: 08 Nov 2012 16:08
    Last Modified: 08 Nov 2012 16:08
    URI: http://researchrepository.napier.ac.uk/id/eprint/5728

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