Investment decisions on quality certifications by hotel chains: differences between ex-ante and ex-post decisions

Abstract

Purpose - This 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/approach - The empirical investigation is carried out on the Spanish Q for Quality in Tourism using a database including 295 hotel chains and 2,727 hotels. Findings - The 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/value - This 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.

Keywords

• Quality certification
• Quality management
• Hotel chains
• Certification effectiveness