Firm strategy in the tourism sector

Abstract

[eng] The objective of this work is to know how hotel companies make strategic decisions in order to differentiate themselves in terms of quality and cost. Product differentiation will be addressed through two types of differentiation: horizontal differentiation and vertical differentiation. This paper will also deal with the innovative behavior of hotel companies. To this end, the innovative behavior of two Spanish hotel companies with recognized prestige has been analyzed. The aim is to analyze whether innovation can be a useful instrument for boosting the differentiating strategies of hotel companies.