Developing a value-responsive quality culture in Romanian hotel chains

Cristina-Mirabela Malaia (), Vlad Diaconescu () and Daniela-Elena Mocanu ()
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Cristina-Mirabela Malaia: Bucharest University of Economic Studies, Bucharest, Romania
Vlad Diaconescu: Bucharest University of Economic Studies, Bucharest, Romania
Daniela-Elena Mocanu: Bucharest University of Economic Studies, Bucharest, Romania

CACTUS - The Tourism Journal for Research, Education, Culture and Soul, 2025, vol. 32, issue 1

Abstract: The hospitality sector has been profoundly reshaped by technological innovation, societal change, and the lasting impact of the COVID-19 pandemic. These forces have redefined guest expectations, shifting focus from traditional service indicators to ethical conduct, personalization, and emotionally resonant experiences. This study explores how Romanian hotel chains address these evolving demands by fostering a value-responsive quality culture(VRQC). Using a qualitative research design with semi-structured interviews and content analysis, the paper identifies three key trends: (1) rising expectations for ethical, sustainable, and inclusive practices; (2) increased demand for personalization enabled by digital integration; and (3) greater emphasis on authenticity and emotional connection in guest experiences. Based on these findings, the article presents a VRQC framework that integrates these trends into a strategic model for improving service quality, providing practical guidance for hospitality managers and contributing to the academic discussion on quality culture in turbulent and rapidly changing environments.

Keywords: hospitality management; quality culture; consumer expectations; sustainability; personalization; authenticity (search for similar items in EconPapers)
JEL-codes: L83 M31 O33 Q56 (search for similar items in EconPapers)
Date: 2025
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