EXPANSION OF INTERNATIONAL HOTEL CHAINS IN CENTRAL ASIA: REGIONAL SPECIFIC AND FURTHER DEVELOPMENT (MASTERS THESIS)

Abstract

The last few years have witnessed substantial growth in the number global hotel chains developing rapidly in multiple locations. As well as gaining worldwide presence, reputation, loyal clients and considerable profit, these hotel groups are pursuing success in extreme competitive environment, risky market dynamics and fluctuations by having access to different markets. This master’s thesis aims at studying expansion of international hotel chains in Central Asia region focusing on analyzing some of the factors mainly driving or hindering expansion of brand hotels in this area. Furthermore, this research will investigate specific development strategies and initiatives of international chains in Central Asia. Applying mixed method research design, an online survey is conducted to gain in-depth primary data on mentioned research objectives.