Quality-Certified Hotels: The Role of Certification Bodies on the Formation of Customer Behavioral Intentions

Jesús Collado Agudo, Patricia Martínez García de Leaniz, Ángel Herrero Crespo and Raquel Gómez-López
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Jesús Collado Agudo: Business Administration Department, University of Cantabria, 39005 Santander, Spain
Patricia Martínez García de Leaniz: Business Administration Department, University of Cantabria, 39005 Santander, Spain
Ángel Herrero Crespo: Business Administration Department, University of Cantabria, 39005 Santander, Spain
Raquel Gómez-López: Business Administration Department, University of Cantabria, 39005 Santander, Spain

Sustainability, 2021, vol. 13, issue 22, 1-15

Abstract: This study attempts to explore the role of certification bodies on the formation of customer behavioral intentions. A structured questionnaire was used to collect data from hotel customers in Spain. The results of the structural equation modeling indicate that a certified hotel’s image will positively influence stay intention and willingness to pay a premium. At the same time, awareness of, and trust in, certification bodies both have a positive effect on a certified hotel’s image. Finally, awareness of certification bodies also exerts a positive effect on trust in certification bodies. The results offer hoteliers potential strategies for customer behavioral intentions enhancement.

Keywords: sustainable tourism; competitiveness; strategic management; quality; certified hotels (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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