STRATEGIC DIMENSIONS OF GLOCALIZATION IN THE INTERNATIONAL HOTEL BUSINESS

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DOI:

https://doi.org/10.30890/2709-1783.2025-42-00-012

Keywords:

market adaptation, international hotel chains, local identity, brand strategy, guest experience, strategic management

Abstract

The article examines the strategic dimensions of glocalization in the international hotel business under conditions of intensified competition and market fragmentation. It is substantiated that glocalization has evolved from a tool of marketing adaptation

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Published

2025-10-30

How to Cite

Moroz, S., Kalashnyk, O., & Vovk, M. (2025). STRATEGIC DIMENSIONS OF GLOCALIZATION IN THE INTERNATIONAL HOTEL BUSINESS. SWorld-Ger Conference Proceedings, 1(gec42-00), 139–146. https://doi.org/10.30890/2709-1783.2025-42-00-012

Issue

No. gec42-00 (2025): World scientific and technical trends '2025

Section

Abstracts

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This work is licensed under a Creative Commons Attribution 4.0 International License.