The aims of this paper are to investigate the barriers and the sources of resistance to change in hotel firms and to evaluate the change in strategies adopted in seeking to overcome these barriers. Primary data were gathered through in‐depth semi‐structured interviews in nine hotels in the...

Purpose – The purpose of this paper is to present grounded theory as an alternative approach for conceptualizing and modelling the consumer experience. The basic theoretical tenets of the grounded theory approach are contrasted with more traditional assumptions and methods used in consumer...