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

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 positive...

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Bibliographic Details
Published in:Sustainability 2021-11, Vol.13 (22), p.12733
Main Authors: Collado Agudo, Jesús, Martínez García de Leaniz, Patricia, Herrero Crespo, Ángel, Gómez-López, Raquel
Format: Article
Language:English
Subjects:
Certification
Competition
Competitive advantage
Consumers
Corporate image
Customer services
Customers
Decision making
Hotels
Hotels & motels
Hypotheses
ISO standards
Multivariate statistical analysis
Perceptions
Quality management
Quality standards
Sustainability
Tourism
Willingness to pay
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Summary: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.
ISSN:2071-1050
2071-1050
DOI:10.3390/su132212733