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

Author

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  • Jesús Collado Agudo

    (Business Administration Department, University of Cantabria, 39005 Santander, Spain)

  • Patricia Martínez García de Leaniz

    (Business Administration Department, University of Cantabria, 39005 Santander, Spain)

  • Ángel Herrero Crespo

    (Business Administration Department, University of Cantabria, 39005 Santander, Spain)

  • Raquel Gómez-López

    (Business Administration Department, University of Cantabria, 39005 Santander, Spain)

Abstract

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.

Suggested Citation

  • Jesús Collado Agudo & Patricia Martínez García de Leaniz & Ángel Herrero Crespo & Raquel Gómez-López, 2021. "Quality-Certified Hotels: The Role of Certification Bodies on the Formation of Customer Behavioral Intentions," Sustainability, MDPI, vol. 13(22), pages 1-15, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:22:p:12733-:d:681522
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    References listed on IDEAS

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    Cited by:

    1. Dimitris Damigos, 2023. "How Much Are Consumers Willing to Pay for a Greener Hotel Industry? A Systematic Literature Review," Sustainability, MDPI, vol. 15(11), pages 1-19, May.

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