Purpose

The purpose of this paper is to assess the suitability of a single brand for micro, small and medium enterprises (MSMEs) in the hospitality sector to boost sustainable development in Mauritius.

Design/methodology/approach

The research design focuses on a literature review, face-to-face interviews and focus groups. The focus group method was used to consult 24 MSMEs and to gather their opinions on the value of a single brand for the hospitality sector. Other stakeholders were interviewed via face-to-face unstructured interviews, including at least one representative from the government, intergovernmental agencies and non-governmental organisations (NGOs).

Findings

The findings demonstrated that MSMEs in the accommodation sector have yet to realize the importance of effective brand management. Currently, they are focusing on short-term business strategies that could jeopardize their survival. Meanwhile, some businesses have noted a change in the profile of tourists and that more of them are looking for an authentic tourism experience. Respondents feel that the process of becoming certified is tedious and for a family business, and time consuming but perhaps necessary in the medium term. The survey also revealed that MSMEs involved in the hospitality sector in Mauritius are turning toward the digitalization of their offering. Respondents felt that this will help them to deliver a better service to the customers and provide a worthy experience.

Research limitations/implications

The main limitation of this study is the modest sample size. Emphasis was placed on targeting key respondents to provide expert opinions on the topic.

Originality/value

To the best of the author’s knowledge, this paper is the first study of its kind in Mauritius to analyze the suitability of an existing ecosystem for a single branding approach that integrates with the sustainable development goals in a practical way.

中文翻译：

---

评估酒店业单一品牌中小微企业促进可持续发展的适用性：毛里求斯的案例

目的

本文的目的是评估单一品牌对酒店业中小型和中型企业 (MSME) 的适用性，以促进毛里求斯的可持续发展。

设计/方法/方法

研究设计侧重于文献综述、面对面访谈和焦点小组。焦点小组方法用于咨询 24 家中小微企业，并收集他们对酒店行业单一品牌价值的意见。其他利益相关者通过面对面的非结构化访谈进行了访谈，其中包括至少一名来自政府、政府间机构和非政府组织 (NGO) 的代表。

发现

调查结果表明，住宿行业的中小微企业尚未意识到有效品牌管理的重要性。目前，他们专注于可能危及他们生存的短期商业战略。与此同时，一些企业注意到游客的形象发生了变化，越来越多的企业正在寻找真实的旅游体验。受访者认为，获得认证的过程对于家族企业来说是乏味的，而且很耗时，但从中期来看可能是必要的。调查还显示，毛里求斯酒店业的中小微企业正在转向其产品的数字化。受访者认为这将有助于他们为客户提供更好的服务并提供有价值的体验。

研究限制/影响

本研究的主要限制是样本量适中。重点放在针对关键受访者提供有关该主题的专家意见上。

原创性/价值

据作者所知，这篇论文是毛里求斯同类研究中的第一项，旨在分析现有生态系统对于以实用方式与可持续发展目标相结合的单一品牌方法的适用性。