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27 mars 2024
- ISIDORE Id: 10670/1.a06326...
- hal: hal-04653575
- doi: 10.1080/00036846.2023.2177596
Ce document est lié à :
info:eu-repo/semantics/altIdentifier/doi/10.1080/00036846.2023.2177596
info:eu-repo/semantics/OpenAccess
Mots-clés
Covid-19 safety certification Star ratings Hotel room price Hedonic pricing method C - Mathematical and Quantitative Methods/C.C3 - Multiple or Simultaneous Equation Models • Multiple Variables L - Industrial Organization/L.L1 - Market Structure, Firm Strategy, and Market Performance/L.L1.L11 - Production, Pricing, and Market Structure • Size Distribution of Firms L - Industrial Organization/L.L1 - Market Structure, Firm Strategy, and Market Performance/L.L1.L15 - Information and Product Quality • Standardization and Compatibility L - Industrial Organization/L.L8 - Industry Studies: Services/L.L8.L83 - Sports • Gambling • Restaurants • Recreation • Tourism Z - Other Special Topics/Z.Z3 - Tourism EconomicsSujets proches
Price policy, Industrial Retail pricing Price policyCiter ce document
Sauveur Giannoni et al., « Adoption of Covid-19 safety certification and pricing strategy in the hotel industry », HAL SHS (Sciences de l’Homme et de la Société), ID : 10.1080/00036846.2023.2177596
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Résumé
The tourism sector has voluntarily undertaken several initiatives to boost customer confidence in response to the COVID-19 pandemic. For example, in the hotel industry, three different strategies have been implemented: sending no COVID-19 safety signal; sending a moderate signal through a charter; or sending a strong signal through a label. This study aims to identify the main drivers of the hotels’ choice among these strategies and to analyze the influence of their choice on price setting. We estimate a system of three equations (hotel pricing, star rating, COVID-19 safety signal) on a sample of 418 rated hotels in the Hauts-de-France region. Results support three main findings: 1) star rating positively correlates with COVID-19 certification; 2) COVID-19 certification has a strongly negative impact on hotel prices; 3) star rating moderates positively the effect of COVID-19 certification on prices. Furthermore, error terms between the star rating level and COVID-19 certification equations are strongly correlated. Hence unobserved common factors play a role in the adoption of these quality signals. Our findings are consistent with the idea that managers implementing safety signaling strategies are more worried about recovery speed after lockdowns.
