Impacts of quality certification on online reviews and pricing strategies in the hospitality industry |
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| Affiliation: | 1. College of Hotel and Tourism Management (HTM), Tourism Industry Data Analytics Lab (TIDAL), Sejong University, South Korea;2. Office of International Affairs (OIA), College of Hotel and Tourism Management (HTM), Tourism Industry Data Analytics Lab (TIDAL), Sejong University, South Korea;1. School of Management, Harbin Institute of Technology, 92 West Dazhi Street, Harbin 150001, China;2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong Special Administrative Region;3. Department of Tourism and Hospitality Management, Temple University, Philadelphia, USA;4. Business School, Sichuan University, Chengdu, Sichuan, China;1. Shenzhen Tourism College/JNU-UF International Joint Laboratory on Information Technology & Tourism, Jinan University, No.6, Qiaocheng East Avenue, Overseas Chinese Town, Nanshan District, Shenzhen, Guangdong, 518053, PR China;2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong SAR, 999077, China;3. Faculty of Human Geography and Planning, Adam Mickiewicz University, Krygowskiego 10, 61-680 Poznan, Poland;4. School of Architecture and Urban Planning, Guangdong University of Technology, No.729, Dongfeng East Road, Yuexiu District, Guangzhou, Guangdong, 510090, PR China;1. Università IULM, Department of Business, Law, Economics, and Consumer Behavior, Via Carlo Bo, 1, I-20143, Milan, Italy;2. Università del Piemonte Orientale (UPO), Department of Economics and Business, Via Perrone, 18, 28100, Novara, Italy;1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong SAR, China;2. Kemmons Wilson School of Hospitality & Resort Management, The University of Memphis, Memphis, TN 38152, United States;3. School of Hospitality & Tourism Management, University of Surrey, Guildford, Surrey, GU2 7XH, UK;4. School of Hotel, Restaurant and Tourism Management, University of South Carolina, Columbia, SC 29208, United States;5. School of Management, Harbin Institute of Technology, 92 West Dazhi Street, Harbin, 150001, China;1. Northern Illinois University, NIU College of Business, 740 Garden Road DeKalb, IL 60115, USA;2. Louisiana State University, 2219 Business Education Complex South, 501 South Quad Drive, Baton Rouge, LA 70803, USA;3. University of Pavia, Via San Felice 5, 27100 Pavia, PV, Italy;4. Ming Chuan University, 5 De Ming Road, Gui Shan District, Taoyuan County 333, Taiwan |
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| Abstract: | Certification of firm quality is an important strategic concern for industry practitioners, since it entails explicit and implicit investments in time, personnel training and finances. Since the impact of certification influences customers in various ways, the purpose of this study is to determine what impact quality certification has on both online reputation and price premiums. This study extends the scope of extant literature by including various types of accommodations beyond typical hotels. Two-stage least squares (2SLS) is applied revealing an increase in online ratings for accommodations after certification relative to before, supporting that quality certifications may improve online ratings. Using spatial two-stage least squares (S2SLS), this study demonstrates significantly higher valence in online ratings for certified relative to non-certified accommodations, as well as showing a price premium in certified over non-certified accommodations. |
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| Keywords: | Quality certification Two-stage least squares Spatial two-stage least squares Premium pricing Online reputation Online travel agency |
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