Conceptualizing global investment evaluation model by understanding the environmental key risk variables and their impacts on the market size of the hotel industry

Finding the size of market potential is essential task for every stakeholder including policy makers, investors, managers, employees in the international hotel industry. This study proposed a conceptualized global investment evaluation model based upon understanding the environmental key risk variables and their impacts on the market size of the industry. Since potential market size cannot be determined by single environmental factor, this study comprehensively reviewed literature articulating environmental variables associated with the market size. This study assumed market size of each country or region is aggregated output of the environmental variables. In this sense this study developed and proposed propositions to be used. The proposed model may represent a blue print for the market size of the hotel industry and environmental variables surrounding the industry worldwide. The information will give a strong tool for the hotel investors considering overseas as a potential market.