Investment decisions on quality certifications by hotel chainsdifferences between ex-ante and ex-post decisions

  1. Víctor Iglesias 1
  2. Francisco Javier De la Ballina 1
  1. 1 Universidad de Oviedo
    info

    Universidad de Oviedo

    Oviedo, España

    ROR https://ror.org/006gksa02

Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Año de publicación: 2018

Volumen: 22

Número: 1

Páginas: 83-102

Tipo: Artículo

DOI: 10.1108/SJME-03-2018-001 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Resumen

Objetivo Este artículo analiza los antecedentes de dos variables relacionadas con las certificaciones de calidad en cadenas hoteleras: La (ex-ante) decisión de formar parte de un sistema de calidad, y la (ex-post) tendencia a incrementar o reducir el número de establecimientos certificados. Seis hipótesis han sido propuestas y contrastadas. Diseño/metodología/enfoque – La investigación empírica ha sido desarrollada en el marco de la marca Q de calidad para el turismo en España usando una base de datos que incluye 295 cadenas hoteleras y 2,727 hoteles. Resultados – Los resultados ponen de manifiesto la presencia de diferencias en el comportamiento de las cadenas hoteleras en materia de certificación dependiendo de su tamaño, segmento de mercado atendido, origen de la clientela y del grado de concentración geográfica de sus establecimientos. Aportaciones/valor – El artículo profundiza en cómo las carfacterísticas de la cadena hotelera afectan a la eficacia de la certificación de calidad. Tener en consideración la existencia de dos etapas en las decisones de inversión nos permite identificar diferencias entre los procesos de decisión ex-ante y ex-post. Como resultado, hemos observado que un factor (la concentración geográfica) está siendo infravalorado por parte de os directivos en sus decisiones en la primera etapa.

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Información de financiación

This research has received funding from the Spanish Government within the National Plan for Scientific Research, Development and Technological Innovation (ECO2012-31300).

Financiadores

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