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SC6105 Hotel Asset Management Project


Dublin is regarded as the ‘Silicon Docks’ that is the major factor to open hotel business in Dublin but due to some ups and down that are faced during 2017 as during the year, Dublin faced a lack of supply that is required for hotel management. Whereas in 2021 hotel revenue gets increased by the 4.3% as the research recorded in the European hotel valuation index

Most hotel transaction is being observed in 2021 and many factors need to be considered to open a hotel in Dublin.  Covid -19 also has had a big impact on the Dublin hotel market which needs the right way of strategies to get over the struggle factors and burn the ambition of owning a hotel in Dublin through an in-depth analysis of the Dublin hotel market for five years. Analysis what are the hotel market size in Dublin and what are the results of the market in the coming five years. Needed to analysis what is the funding that helps to grow the market and achieve the ambitious (Han, et al., 2013).

Critique of the Dublin Hotel Market in the period 2023 – 2027

During the year 2023-2027, the hotel market of Dublin is provided with holistic nature. Market size getting many challenges due to vendor analysis growth challenges. Market trends and analysis of the market scenario are the factors that impact the market environment. The hotel market in Dublin is increased by $54.46 bn from 2022 to 2027.

Dublin is the market that has been criticized for about 18 months due to the Covid-19 pandemic. Due to a decrease in financial performance, the market of hotel in Dublin and Ireland are affected by financial factors. The hotel market in Dublin is decreased in the financial and transaction factors that impact Covid-19.About a total of $13.5 million combined transactions happen in the 2021 year and due to covid, -19 factors number of transactions gets postponed. About $1176.2mn marketing software gets increased in the year2023-2027.

Dublin’s hotels have a luxurious experience for services of high quality with laundry services.  In 2023 the hotel Federations of the Irish hotel researched that faced significant challenges in the year 2023.The hotel industry also faced VAT rate increments whereas the IHF said that number of factors are putting pressure on the industry but providing the recovery mode. Despite the recovery factors the hotel industries have occupancy rates are at a decreasing level. There are several projects for the new hotels and plans of the hoteliers which is totally dependent on the customer liability.

Emerging evidence is to suggest for the Dublin hotels that faced hammered in the pandemic about $5 billion of revenue is lost during the pandemic.  The market sectors have a better-expected occupancy in 2022. Where Dalata is the largest hotel operator in the market of Dublin. Inflation leads to an increase the customer pricing and major havoc on the hostel cost that impacts the market of the hotel industry in Dublin.  One of the biggest factors that affect the hotel market is tourism and travel which are key drives of the hotel market in any country. During the issue of the environment is the challenge that leads to harm to the growth of the hotel market industry in Dublin.

The energy crisis is another factor that is affecting the hotel industry the cost of 12pc of the total revenue and 25 pc has decreased in 2019. The increment in the VAT rate is the factor that affects the business cost of the hotel industry as said by the Conor O’ Kane of the IHF

The rise of terrorist threats leads to an increase in the competitiveness of the pricing that stringent the rules that are associated with restraining the factors and lead to hampers the growth of the hotel market growth. About 2027 the hotel market in Dublin leads to an increase of $125.46 billion. The hotel price in Dublin is high and that is why the accommodation cost is 18% higher if compared to 2021. Most of the hotels in the guesthouse are very concerned there are significant challenges that are faced in the sectors in 2023 that leads to reduce the tourism in Dublin and lead to decrease demand in the hotel market. It is regarded as the most expensive place to stay and regarded as the most expensive destination. Hiring and retaining staff are the common factors that lead to one of the common problems in the hotel industry. The market drives the overall market with the demand for LTE technology and partnership members which leads to growing the global demand market of the hostel in Dublin.The highest revenue share has the overall market during the forecast period. The covid-19 factors have dramatic changes in the revenue of the hotel market due to hindering the tourism sector (Palcic, et al., 2023).

The market size of the Dublin hotel market

The global branded hotels market is the growth at a CAGR of 8.6% and the global branded hotel market is projected to be the hotel market that is valued at USD 197.61 Billion the year. The hotel market is increasing factors of tourism and growing the several demands of the countries hotel is expected to grow in the Global Branded hotels market. There are several projects for the new hotels and plans of the hoteliers. The cost of living crisis is the spark in the rates for the hard-pressed customer ability.

The market size of the hotel industry is the decline by 1.4% every year which is average between 2018 and 2023.  Dublin is regarded as the third most city for hotel investment that the survey business advisory. Dublin and Irish are regarded as the wider market of the hotel industry. Dublin hotel markets are strong performance in the cities of good and economical fundamentals. Dublin has an existing stock of about around 19,000. The capital stock is increased by 15%. After Dublin and Irish Amsterdam are regarded as the most attractive destination for the hotel market. The survey indicates that about 32% of the demographics are helping to drive the business for the hotel market in Dublin in the next five years (Williams & Horodnic, 2017).

Market Drivers, Challenges, and strategies

Tourism is the market driver of the hotel industry. The tourism industry is the driving factor that leads to the boost in the hotel industry in the Dublin market. The increase in the global hotel is due to leisure traveling and disposable income is another factor for the market growth.

Dublin sectors in the hotel industry face big challenges regarding inflation and staffing that lead to disposal of the income. About the hotel stock in January to 6.8 percent of the hotel city in January. Some of the returns the Dublin’s the hotel market of the uncertainty of the lingers and brands the knocking on the city doors. There are several projects for the new hotels and plans of the hoteliers. The cost of living crisis is the spark in the rates for the hard-pressed customer ability.  The tourism sector is the key driver for the hotel market tourist that comes across the countries are required elements to drive the hotel market in Dublin (Bergene, et al., 2014).

Strategies for the hotel market in Dublin:

Content is the best way of increasing the traffic of the information regarding the hotel market that wins the hotel marketing strategies. It is a great way for planning the marketing plan and grabbing the attention of the required customers.

Hotel marketing campaigns are important strategies for to promotes the tourism structure and different kinds of media and strategies.  The campaign helps to increase the number of visitors and boosts the revenue for retrieving potential guests.

Local online marketing strategies that help to promote the business in the geographical are using digital tools. Running of add on the websites are essential to boost the organization’s customer and encourage people to the hotel booking (Bergene, et al., 2014).

The geographical analysis of current thinking

Geographical analysis is the data analysis process for describing patterns, geographical relationships, and trends. In terms of employment creation and economic growth, the hotel market, which is expanding, is one of the strongest sectors in the field. More than 100,000 people are currently actively employed in this industry. The Dublin tourism business as a whole includes the hotel sector. However, a sizable number of hotel companies are active in this market. APARTAMENTOS CALANDA, Clayton Hotels, Dalata Partner Hotels, Maldon Hotels, PREM Group Ireland, etc. are a few of these organizations. These chains serve as a significant source of revenue for both themselves and the wider economy. With the addition of 40 new hotels this year, the Dublin hotel market has experienced yet another year of unheard-of expansion, taking the total number of hotel properties in the market to 750 (Nowicki, et al., 2019).

Dublin is a friendly and inviting city. The combination of repartee, intelligence, humor, and acerbic and deflating insight has drawn numerous writers, travelers, and thinkers for ages. It is famous for its hospitality towards its residents as well as for its craic. It has a glory that is comfortably worn out and faded. The greater Dublin metropolitan area, where one-fourth of republic Ireland’s population resides, is very busy (Harris, et al., 2019).


City side

The location of Dublin is excellent. It is located at the lovely bay head of the city, where the Liffey River splits eastward over a mountain plain to the Irish Sea coasts. It is almost clear that Norse communities and Viking raids were initially drawn to this passage from the sea that leads through the lush middle plain of The highlands. The suburbs are expanding into the countryside every year, but the Wicklow & Dublin mountains, which encircle the city and offer the most prominent Vitas, constitute a natural boundary to the south (Reynolds, 2021).


Maritime temperature climate is enjoyed by Dublin, in January and February the average temperature is lowest and in July and August there is the highest temperature. The lowest temperature is around 6 degrees C and the highest is 20 degrees C. in May and June there is most sunshine and on a day there is an average of four hours. the average rainfall is around 30 to 40 inches, although more falls in the surrounding mountains. There are less than 10 days of snow every year (Reynolds, 2021).

City Layout

Over the last 18 months, the Dublin hotel industry has been challenged extremely because of the COVID-19 pandemic. In June, the restrictions were started. To pre-pandemic levels of performance, there is hope for a strong recovery. Dublin has experienced growth in the number of foreign visitors for ten years in a run, and in 2019 it saw a record-breaking 10.8 million visits, up 1.8% from the previous year. In 2019, more people traveled from North America, the United Kingdom, and continental Europe. Due to the effects of Brexit and the euro exchange rate, the relative increase of Great Britain was modest at 0.8% (Rosado-Pinto & Loureiro, 2020).

Transactional activity

Only 10 hotel market deals were completed in Ireland in 2020, which was less than predicted given the effect that COVID 19 had on the industry. Dublin’s hotel business was at its peak before the pandemic hit the nation, as seen by the pipelines, statistics, and demand that were shown. The increase in the VAT rate had an impact on Dublin’s hotel business, with RevPAR for 2019 falling by 3.7% to €118 from €122 in 2018. Dublin’s RevPAR in Europe in 2019 was ranked seventh highest, surpassing well-known rival cities including Copenhagen, Rome, Edinburgh, Lisbon, and Barcelona. With an occupancy rate of 82.1%, the city maintained its outstanding performance among other European cities (Rosado-Pinto & Loureiro, 2020).

Hotel sector key activity and trends

1) Records average room rates were reported across Ireland by the hotel properties. A surge in demand from both overseas visitors and domestic visitor’s performance was supported. Over the last couple of years, there is an increase in investments and there is also an upgrade to the assets of hotels in Ireland.

2) Since 2009 there are a large number of properties in the hotel industry that has been upgraded to 4 stars. The segment now accounts for 44% of registered hotel properties in Ireland. At present, almost 50% of bedroom stock in Dublin is now ‘upmarket’ (JohnsTon, 2021).

3) Direct provisions: approx. 17% of registered hotel beds in Ireland were contracted for direct provision purposes at the end of November 2022. Across the country, there was an exponential increase in the expense of energy as per the reports of various properties.

4) Robust balance sheet: in the hotel sector there is a strong deposit balance supporting the capital investments protection across many hotel properties (Shields, 2021).

5) Staffing: for the hotel operators there were issues with recruitment and retention. It was the top concern for the hotel operators.

6) By the leading operations after two years of strong profit recorded, a substantial number of extensions and refurbishments as well as equipment upgrades are on the cards of many hotel properties across Ireland for 2023.

7) In the coming years, an increasing number of hotels will shift their focus on securing green credentials and wider ESG certification as sustainability continually ascends in the decision-making matrix of consumers (JohnsTon, 2021).

8) Talent development, recruitment, and retention strategy will continue to evolve. To attract staff members’ employers are providing flexible working conditions, various benefits, and incentives like accommodation to staff.

9) Digitized the experiences of their guests: new momentum is gained by digitalization and contactless services. In this way, the hotelier’s manager’s apps are becoming more important as they can now control various aspects of the guest cycle and their experiences.

10) Various operators of wedding venue has reported a softening of average wedding party numbers. The trend has a chance to become a legacy after the restrictions imposed on the sector during the pandemic intermittent lockdown (Shields, 2021).

An in-depth look at current ownership structures and funding in the Dublin

The Independent ownership structure of Dublin:

One of the independent ownership structures of Dublin is the hotel partner that operates the hotels across Dublin and Ireland. The independent hotel is owned and runs the hotel independently most of the structure of Dublin is an independent structure it does not have a chain structure. Independent ownership of the hotels is a bigger brand through connecting to the voluntary chains. They can help to attain the bigger power in the market and helps to compete with the other chains of the market.  Dublin has an independent structure of ownership because it helps customers to provide personalized services and flexible special services. They have the right to provide the services in the way the customer needs. Depend on ownership structures are followed to increase the experiences of the large chain to the guest (Akolaa, 2018).

Independent hotels provide the following benefits to the customer:

  • Providing flexible market changes and a larger chain for boosting the management of the hotel management task.
  • Variable pricing is the factor of independent ownership that helps to provide the flexible decision of revenue management and demands the behaviour of the market.
  • It also financial autonomy is the factor of independent ownership that helps to require providing a certain performance of the hotel market. It also helps to provide the proximity of the clients and customers relationships (Lima, 2019).

Franchising is another form of ownership structure that is mostly used in the Dublin hotel market. Franchising is building great opportunities in the Dublin market of the hotel. The area of franchising helps to exceed the financial turnover of Ireland exceeds 2.4 billion. It is a free-based agreement that is between the owner as well as the franchisee and the owner of the brand. Some of the franchising hotels in Dublin are Inn hotels which have the most of its Dublin hotel franchising. Hotel Inn is the chain in most of the area of Dublin and Franchising is increasing the production of the turnover in Dublin which is close to $2.5 billion. Hyatt is the hotel group that enters the Dublin market for the changing market structure. It is operated in the franchise by the hotelier John O” Sullivan, which has the Athlone and the one in Galway.  It is the emergence of a new series of hotels and extensions for the blooming hotel market in Dublin. Franchising is the ownership structure that has a significant way to increase the Dublin hotel in the market.

Funding structure in the hotel market of Dublin:

Dublin’s hotel sector has a positive impact on the hotel industry that is estimated at a record $8.7bn. It is the third most attractive investment in the market. Most of the investors are domestic and international investors as seen in the quarterly 2017 hotel sales. Due to strong economic fundamentals, the Irish market is driven by strong performance.

The survey has estimated that in traditional banks the debt given for the common source of financing in the market the hotel is about 60%. Political factors are another interest factors that are required for funding the hotel market in Dublin. Capital advisory and traditional lenders are other funds for the sectors of the hotel that is on both an investment and development basis of the hotel sectors. About 17% of the hotel chains are controlled by the biggest travel players which require consolidating the major market of the Dublin hotel. Interest in the market is the main performance in the economical fundamentals of the hotel industry. Traditional banks are the common way to fund the hotel market in Dublin. Sources of funding for the hotel market are mezzanine loans and private as well as government banks (Myers, 2017).

The hotel investment decision

The Hotel Investment decision – explained practically to this potential investor

Some things must be understood by the investor when investing in the hotel industry. as per the research, for hotel transactions 2015 was the second highest for a growth of 50% vs 2014. Investments in the hotel industry are different from the real estate asset classes like residential or commercial due to the different income-generating variables and cost drivers (Voronova, et al., 2020).

Some of the things which must be considered are:

1) The dynamic of the hotel business

To global economics, the hotel industry is much more sensitive. In this industry, there are higher capital investments and it involves more risk of failure which investors need to take into account. Hotels’ operating model means they are more at risk to the general conditions of the economy. Most decisions of capital and investment hinge on the net cash flow which is produced by the hotel.

Hotel revenue big chunk is derived from room occupancy and the rate of room combination. by consumers spending power some factors affect highly like general economic conditions and alternative availability.

When the engines of the economy are running full steam, businesses and consumer spending also fuel fresh investments and new hotels’ introduction in the market. When there are more rooms in the market it gives more bargaining power to the customers, hence some hotels are also forced to drop the rates of rooms to keep up the level of occupancy. However, it can also lead to a decline in revenue with sometimes not an increase in occupancy. If by this time in the life cycle of the hotel, the economic pace has slowed down, there is much more downward pressure on the rates of rooms to attract more customers in a slowing economy. The hotel new market also prompts existing hotels to up their facilities and services of investments (Khnykina, et al., 2020).

2) Location of the hotel

Another thing that must be considered when investing is the location of the hotel. The location of the hotel can be a losing or winning proposition for a hotel. Many things are considered so that hotels can perform strongly. Things like hotel visibility, access ease, parking, amount of competitors, proximity to various entertainment venues, or collaboration or presence with local corporate businesses may also contribute to the strong performance of the hotel. For changing dynamics, the local market should also monitor for example changes in society and demographic. These factors are not only crucial; for the operating performance of the hotel but also affect the property valuation. If the hotel is located in a market where there are various restrictions on entry, then it will discourage the new supply in the market. Therefore, it is important to decide on a good location for the hotel as its location exerts a huge influence on cash flows, revenues, and value (Kryukova & Khetagurova, 2020).

3) People

It is another thing that must be considered when deciding to do investment in the hotel market. Instead of investing in physical assets, it is often forgotten by investors that hotels are still considered in the service industry, driven by experiences and people. it does matter how good the location of the hotel is, no matter how good the infrastructure of the hotel is, it is the management team and hotel staff who can break or make the hotel. When the hotel provides poor services it can lead to unsatisfied customers which can reduce the guest’s reports and the spiral continues. There is a decline in the profits if the customers of the hotel are happy but the management team is unable to manage their costs. Hence, the performance of the hotel is dependent primarily on the team which it helps in operating the hotel. There are many instances where investments in the hotel were made depending on the great marketing conditions and positive ROI due to improper management, the hotel never realized its potential, which affected its exit value (Kryukova & Khetagurova, 2020).

4) Type of hotel

When making investment decisions another important thing that must be considered that which type of hotel investment needs to be made. Hotels are categorized into different types as per their services and amenities which are available.

  • The first type of hotel is a full-service hotel. From resorts to upscale and midscale brands and luxury brands. Full-service hotel offers various services and amenities like spas, on-site retail, restaurants, and meeting rooms. This type of hotel needs a large number of staff and it is based on the existing completion in the market heavily. This type of hotel includes the Hiltons, Marriott, four seasons, etc.
  • The second type of hotel is the select-service hotel. In this type of hotel, there are limited services like in the limited service properties but they still have a subset of the services which might be found in a full-service property. These types of hotels example are hotel indigo, Aloft, and Hilton garden inn. Etc.
  • The third type of hotel is a limited-service hotel. These hotels don’t have banquets or restaurant facilities but they still give some services like swimming pools, and fitness centers and have limited space. Some examples of these kinds of hotels like Fairfield inn, comfort inn, and Hampton.
  • The fourth type of hotel is an extended-stay hotel. This kind of hotel provides temporary housing and cater mainly to families who are undergoing business travelers and relocation on long assignment. Extended-stay hotel offers larger suite-style rooms. These rooms have at-home features like access to laundry and a kitchen. On longer stays, these hotels also offer some kind of discounts. This kind of hotel includes extended stay America, embassy suites and Hiltons Homewood suites, etc.
  • The fifth and last type of hotel is a budget hotel. These hotels offer fewer services and amenities and keep costs down. This type of hotel includes Travelodge and days inn (Xue, et al., 2020).

Evaluation of Branding opportunities

Branding is a representation of what the hotel is- the brand of the hotel is an identity. It helps in bringing the group of properties together under one umbrella of shared values and characteristics. Branding helps in identifying one product from another one, and branding of a hotel mainly focuses on establishing what makes the hotel different from its competitors. The brand is known as the set of memories, expectations, relationships, and stories that are taken together. Brand of business helps the customers to take a decision on one service or product over another. In the hospitality industry, successful branding of the hotel is the key element (Li, et al., 2020).

Some of the branding opportunities which may work in Dublin are:

1) For the hotel, a strong narrative must be created

When investing in the hotel market and wanting to make it a brand in building it is crucial to focus mainly on one product like types of rooms and facilities, which is not enough. In the minds of consumers, tangible features do not leave a long-lasting impact and are unable to generate enduring desires.

The hospitality industry is all about selling a dream and providing a lasting experience, which is why good hotel brands in Dublin emphasise their brand stories. Humans are evolved to enjoy stories because they foster greater cognition, openness, receptivity, and trust. Unlike statistics and facts, a tale engages the body and mind of the client while also evoking the emotional reactions that draw them in.

2) The premises of a good loyalty program must be set

It must be remembered by the hotels that their guests are brand ambassadresses. A base of loyal customers, captured by the novel reward program is important for the development of the brand. The brand kind must be related to the guest types which is targeted. All the activities of the brand which is undertaken must be consistent and authentic, it must be rooted in the customers’ expectations and needs (Xia, et al., 2020).

3) Deliver hospitality and service excellence

to have a successful brand in Dublin it is crucial to deliver hospitality and excellent services. a strong brand means when the offerings are defined clearly. The greatest hotels must widen their definition to include the hospitality concept in addition to basic amenities like high-quality rooms, well-trained staff providing services, and facilities. To build a strong brand it must be ensured that to the customer transformative experiences are delivered. All the great brands in Dublin start with a customer-centric perspective. Mapping of experience is a great asset for the organizations as it helps in the rollout and identifying the universal touch point of brand experience (Rhou & Singal, 2020).

4) Tap into experiential technology and element

It is another opportunity that must be considered in Dublin for creating a strong brand. The use of olfactory and auditory elements can help businesses to reinforce their brand. On the minds of guests, a great impact can be created by playing soft music in the background or the different parts of the hotel’s scented candles can be lighted. It will help to give customers a very different experience. As in Dublin, this strategy is used by very less hotels. This opportunity will help in building a strong brand (Verma, et al., 2021).

To build a great brand in Dublin it is important to be consistent, authentic, social, and focused. Social media can also be used by the organization as a vessel. It will help to make the brand exciting. Other than organizing their website, using social media is considered the best way to promote and create a brand.  When the brand is strong it increases the value of the organization and increases its profits. A strong brand also opens different channels of revenue. when the brand identity is built it is one of the most effective methods of spreading the good news regarding business (Rhou & Singal, 2020).

Complexity involved

Managing different stakeholders is the process to identify, priorities and preparing strategies to engage every segment of stakeholders for an entity. This entity can be a department, team, or organization.

In managing different stakeholders some of the complexity which is involved are:

1) Different decision makers: within the organization, there are various stakeholders. So in the decision-making, there are many time clashes as every stakeholder is having different interest groups.

2) Competing priorities: within an organization, every stakeholder comes to the table with a different set of objectives, and it is expected by every stakeholder that most of the objectives will be met. And the objective of one stakeholder doesn’t have to be the same as other stakeholder objectives (Rajala, et al., 2019).

3) Constraints of resources: Within the organization, there are limited resources. So sometimes issues in satisfying all the stakeholder’s needs because of limited resources. It becomes a very complex situation when the needs of one stakeholder are fulfilled and another stakeholder’s needs remain unfulfilled (Han, et al., 2021).

4) Disparate opinions and data: Sometimes organizations in Dublin are not doing a great job of enabling stakeholders in providing input efficiently. Open public forums can sometimes become chaotic. Different stakeholders are having different opinions and data. Some stakeholders may feel that their opinions or data are valued as compared to other stakeholders (Lehtinen, et al., 2019).


At the end of the report, it is concluded that if the investment is done in the Dublin hotel market it can be very much of profitable. However, there are various challenges in the hotel market but with the proper research, all the challenges can be overcome. At present, 56,292 people are employees in the hotel industry market. It is expected that during the current year average profit margin will reach up to 6%. Due to covid 19, the Dublin market has been criticized for about 18 months. It is expected that by 2027 the hotel market of doubling will increase by $54.46 billion. Dublin hotel sectors also face big challenges regarding inflation and staffing that lead to disposal of the income. After doing the geographical analysis various trends are found in the hotel industry. for making investment decisions many things must be considered like the hotel business dynamics, location of the hotel, people, and type of hotel in which investment must be made. Various branding opportunities are discussed in the report. To build a strong brand these opportunities can be used. a strong brand is very important for the business as it helps in identifying one product from another one. In the report, issues also discussed that occur in managing different stakeholders. Various strategies can be used for managing stakeholders effectively like as being transparent with the stakeholders, participatory tools can be also used for stakeholder management.


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