Bianco, SimoneSingal, ManishaZach, Florian J.Nicolau, Juan Luis2022-10-122022-10-122023-040261-5177http://hdl.handle.net/10919/112137Despite the growing importance of dual-branded hotels, research on this trend is lacking. This study investigates the effect of resource-based entry strategies for dual-branded hotels vis-à-vis incumbent market competition on performance. Using a hierarchical linear model, we found that best performance is achieved by dual-branded hotels that pursue a diversification strategy by entering the market with one brand above and one brand below the mode class of the market. Dual-branded hotels can thus achieve competitive advantage by exploiting superior financial resources and tourism destinations are able to gain monetary advantage from resources employed by dual-branded hotels. This study extends current research on dual-branded hotels by investigating entry strategies and contributes to the resource-based view literature by investigating dual-brands’ resource exploitation and resource spillovers in agglomerated markets.application/pdfenCreative Commons Attribution 4.0 Internationaldual brand hotelsresource-based viewagglomerationmarket entryrandom effect modelcompetitive advantageArticle - Refereed2022-10-11https://doi.org/10.1016/j.tourman.2022.10466395Zach, Florian [0000-0003-0243-4913]