The aims of this paper are to investigate the barriers and the sources of resistance to change in hotel firms and to evaluate the change in strategies adopted in seeking to overcome these barriers. Primary data were gathered through in‐depth semi‐structured interviews in nine hotels in the UK. The findings indicate that the cost of change, financial difficulties and the pressure of other priorities are the main barriers to change in hotel firms. The findings also indicate that hotel companies use multiple change strategies in overcoming barriers to change. Finally, the limitations of the research are discussed and opportunities for further research are identified.
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