The value and significance of guest satisfaction, brand management, and franchising in the hotel industry have been well documented and researched as independent topics. While previous research has suggested that franchising has an overall negative effect on hotel quality, it has rarely investigated the important links between hotel brand performance and guest satisfaction, and the role of brand franchising strategy in the relationship between hotel brand performance and guest satisfaction. This study examines the relationships among guest satisfaction, revenue performance and growth, and franchising strategy at the hotel brand level. Results indicate that guest satisfaction is a key to brand growth, while the positive effect of guest satisfaction on brand revenue performance is moderated by the extent of franchising within each brand.
|Original language||English (US)|
|Number of pages||15|
|Journal||Journal of Quality Assurance in Hospitality and Tourism|
|State||Published - Dec 27 2006|
All Science Journal Classification (ASJC) codes
- Tourism, Leisure and Hospitality Management