Abstract
PurposeThis paper aims to analyze the antecedents of two variables concerning the presence of quality certifications in hotel chains: the (ex ante) decision to become a member of the quality system and the (ex post) trend to increase or decrease the number of certified properties. Six hypotheses are posed and tested.Design/methodology/approachThe empirical investigation is carried out on the Spanish Q for Quality in Tourism using a database including 295 hotel chains and 2,727 hotels.FindingsThe results evidence the presence of differences in the behavior of hotel chains relative to certification depending on their size, market segment, customer origin and the geographical concentration of their establishments.Originality/valueThis research deepens in how the hotel chain characteristics affect the effectiveness of a quality certification. The consideration of two stages in investment decisions allows the authors to identify differences in the ex ante and ex post decision processes. As a result, one factor (geographical concentration) has been detected as being underrated by managers in the first stage.
Highlights
Quality certificates work as signals or cues that provide consumers with information about a firm’s commitment to quality (Terlaak and King, 2006)
Literature suggests that the benefits and costs of certification in the hotel accommodation sector are related with some firm characteristics, such as size, hotel rating system or tourist market segment
4.1 Quality certification variables To test our hypotheses, we have focused on the norm UNE-EN 182001: 2008 (Spanish Q for Quality in Tourism), a national standard valid only for Spanish tourist firms
Summary
Quality certificates work as signals or cues that provide consumers with information about a firm’s commitment to quality (Terlaak and King, 2006). Literature suggests that the benefits and costs of certification in the hotel accommodation sector are related with some firm characteristics, such as size, hotel rating system or tourist market segment. Little is known about the investment behavior of hotel chains in quality certifications. Why do some hotel chains have a great interest in certification, whereas others (with a similar level of quality and price) decide not to certify any of them?. Why do some hotel chains tend to increase the percentage of certified hotels, whereas others tend to decrease it?
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