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Report
O'Driscoll, F., Ruane, S., O'Connell, K. and Hynes, S.
2017
February
THE CONTRIBUTION OF FOOD TURNOVER TO HOTEL RELATED REVENUE ALONG THE WILD ATLANTIC WAY
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Wild Atlantic Way, Hotels, Food Turnover, Tourism, Financial Performance, Food Expenditure
this report details the findings from a study which focused on the contribution of food turnover to hotel related revenue performance for a sample of hotels situated along the Wild Atlantic Way corridor
An online survey was e-mailed to two hundred and seventy-six (N=276) 3*, 4* and 5* grade hotels designated as falling within the geographic perimeter of the tourist route. A final useable sample of seventy-eight hotels (n=78) was included for the final analysis. The data collected focused on turnover data over a four-year time frame (2012 to 2015). The key findings from the study are as follows: Food Expenditure as a percentage of annual hotel turnover varies significantly between different grades of hotels. There is variability in the relative impact of food spend when accounting for regional differences. West and North West regions exhibited higher percentage figures regarding food turnover contribution. It was difficult to measure and differentiate WAW impact re food sales from overseas tourists. There was some degree of reticence on behalf of hotel owners/managers to release commercially sensitive data. Anecdotal evidence from hoteliers indicate favourable perceptions about the impact potential of the WAW on Food Turnover. More favourable exchange rate environments could also be impacting on food
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