Quality Certifications as Hotel Selection Criteria

Laura Caso (), Víctor Iglesias () and Francisco Javier Ballina ()
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Laura Caso: University of Oviedo – UO
Víctor Iglesias: University of Oviedo – UO
Francisco Javier Ballina: University of Oviedo – UO

Chapter Chapter 6 in Achieving Competitive Advantage through Quality Management, 2015, pp 95-110 from Springer

Abstract: Abstract Signalling Theory proposes that consumers use quality cues to reduce the risk of adverse selection derived from the presence of information asymmetries in favour of services providers. From this perspective, the present chapter analyses the value of quality certifications as marketing signals in accommodation selection. To this end, factors influencing the use of signals by customers are reviewed in order to propose a model which explains the reasons for the selection of a certified hotel. We focus on first-time guests, as evidence suggests that previous experience with a particular service provider works as an important risk reliever. A survey of 385 Spanish leisure guests evidences the existence of situational and personal factors determining the importance of quality certifications as hotel selection criteria. Use of heuristics depends on customer information search behaviour. In that sense, travel involvement and a pre-trip planning period influence the probability of selecting a certified hotel. On the other hand, there seems to be a relationship between this probability and the level of familiarity with the service. Managerial implications and future lines of research are also discussed.

Keywords: Signalling Theory; Service Category; Quality Certification; Consumer Involvement; Travel Planning (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/978-3-319-17251-4_6

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