STRATEGIC DIMENSIONS OF GLOCALIZATION IN THE INTERNATIONAL HOTEL BUSINESS
DOI:
https://doi.org/10.30890/2709-1783.2025-42-00-012Keywords:
market adaptation, international hotel chains, local identity, brand strategy, guest experience, strategic managementAbstract
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 adaptationReferences
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