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Developing a value-responsive quality culture in Romanian hotel chains

Author

Listed:
  • Cristina-Mirabela Malaia

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Vlad Diaconescu

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Daniela-Elena Mocanu

    (Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

The hospitality sector has been profoundly reshaped by technological innovation, societal change, and the lasting impact of the COVID-19 pandemic. These forces have redefined guest expectations, shifting focus from traditional service indicators to ethical conduct, personalization, and emotionally resonant experiences. This study explores how Romanian hotel chains address these evolving demands by fostering a value-responsive quality culture(VRQC). Using a qualitative research design with semi-structured interviews and content analysis, the paper identifies three key trends: (1) rising expectations for ethical, sustainable, and inclusive practices; (2) increased demand for personalization enabled by digital integration; and (3) greater emphasis on authenticity and emotional connection in guest experiences. Based on these findings, the article presents a VRQC framework that integrates these trends into a strategic model for improving service quality, providing practical guidance for hospitality managers and contributing to the academic discussion on quality culture in turbulent and rapidly changing environments.

Suggested Citation

  • Cristina-Mirabela Malaia & Vlad Diaconescu & Daniela-Elena Mocanu, 2025. "Developing a value-responsive quality culture in Romanian hotel chains," Cactus - The tourism journal for research, education, culture and soul, Bucharest University of Economic Studies, vol. 32(1).
    • Handle: RePEc:bum:cactus:cactus-2025-17
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    Keywords

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    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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