Strategic Management Through Franchising: Two Franchise Cases of Courtyard by Marriott in Swiss Hospitality Industry

Abstract

Switzerland, is a small, safe, and attractive country with pure air and water. This country offers a beautiful natural environment and a great position. It's no surprise that Switzerland was among the first to promote tourism as a major sector. For example, the École Hôtelière de Lausanne (EHL), the world's 41st oldest hotel school and first hospitality school, is located in Switzerland. This is significant for many travelers while deciding on an overseas vacation spot. The Swiss hotel business has a reputation for providing high-quality, dependable services. In general, even the cheapest hotel in Switzerland is likely to be clean, tidy, and well-organized. Almost all hotel owners and managers in this country strive to retain this image by maintaining consistently high standards in operating procedures, service delivery, and development (Tajeddini, 2010). Tourism is respected as one of the foremost imperative financial divisions in Switzerland, both in terms of net esteem included and business. Agreeing to information given by the Bundesamt für Statistik (Swiss Government Factual Office), residential add up to net esteem included contributed 614.153 million CHF to the economy within the moment quarter of the 2013 financial year, with tourism contributing 16.205 million CHF. Among the same time period, tourism produced 2.6% of net esteem included, whereas work contributed 4.3% (Swiss Government Measurable Office, 2015) (ÇAKAR and ZEL, 2015). On the other hand, although it is true that Swiss hoteliers are sought after to manage prominent hotels all over the world, Swiss hotels have unique characteristics. These cute little characteristics can be uncomfortable for international guests who are unfamiliar with the area. As a result of this reputation, the most prestigious hotel schools have been created throughout the country to educate and train a huge number of students from all over the world. Swiss hospitality colleges have produced a number of executives in the global hotel sector. (Tajeddini, 2010) Moreover, Switzerland's hotel business is currently facing a number of issues. Addressing every aspect of sustainable finance problems entailed determining the expanding attractiveness of sustainable funds, among other things (Ye et al. 2020). These difficulties are evident in Switzerland, which has a small open economy with international trade accounting for over 116%

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of GDP (WorldBank, 2022). Interestingly, the country's landlocked status is equally problematic, as it lacks a region connected to an ocean or lies on endorheic basins (Regazzoni et al. 2018).