ISSUES ABOUT THE INTERNATIONALIZATION STRATEGY OF HOTEL INDUSTRY BY MEAN OF FRANCHISING
Juan M. Berbel-Pineda, José M. Ramírez-Hurtado

Abstract
Actually firms know their market is the global market because local firms are competitors and everything outside of the frontiers is relevant to them. So, there are many reasons to the internationalization of a firm. Internationalization strategy is different between firms because it depends on firm activity. External presence is necessary for the hotel industry internationalization. An interesting strategy in hotel sector is the international expansion through franchising. In this work, we have made a descriptive study of the national and international expansion of Spanish hotel chains, but we have studied the franchise option. We have described franchising like an interesting expansion strategy. We have observed franchising is not one of the most useful internationalization strategies. Little international knowledge of Spanish franchisors can be one of the reasons.

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