This paper investigates the threats to brand integrity in the hospitality sector where the brand owner is separated from the service provider and runs the risk of falling foul of cheating behaviour. It takes the case of the Shamrock bed and breakfast brand in the Irish tourist market. The...

Purpose – This paper seeks to investigate Irish hoteliers' customer service requirements of their food suppliers and to measure the trade‐offs that hotel buyers are willing to make during the purchase decision. Design/methodology/approach – The study is based on a quota sample of 100...