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Recently, the hotel industry is increasingly becoming an important sector in the world economy amidst globalization. At the same time, it has become vital for hotels to expand their capacities through conversions of existing properties at international level. As Palmer (2008) explains, hotel industry is largely a hospitality industry. Usually, this industry focuses on services and products which are largely affected by preferences and emotions of the consumers. According to As Palmer (2008), companies offering such services and products need to expand their brand(s) with property widely in order to enhance tangibility and to enable them to compete effectively in the global market. Palmer (2008) explains that this objective can be achieved through choosing the best affiliation strategies and partners in the global market. The author further examines variou.............
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