Type of Submission

Refereed Article


Competitive environments warrant otels to diversity products and services. Diversification is necessary to reduce the risks associated with revenues and profitability. This study explored whether food and beverage (F&B) activities have the potential to create a diversification of revenue sources for hotel businesses. Using STR hotel performance data from 2007 to 2016, the study conducted panel regression analyses and time trend analyses in the pre- and post-2008 recession period to investigate the impact of diversifying revenue and profit sources through F&B activities. Results indicate that F&B activities can be a source of diversification for upper upscale hotels. Results further suggest that F&B was a supplementary income source at the beginning of the recovery phase of the last recession. Theoretical contributions and managerial implications are discussed.