1. Adoption of Covid-19 safety certification and pricing strategy in the hotel industry
- Author
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Sauveur Giannoni, Sylvain Petit, Louinord Voltaire, Philippe Chagnon, Jean Ralph Marvensky Paul, Lieux, Identités, eSpaces, Activités (LISA), Université Pascal Paoli (UPP)-Centre National de la Recherche Scientifique (CNRS), Laboratoire de Recherche Sociétés & Humanités (LARSH), Université Polytechnique Hauts-de-France (UPHF)-INSA Institut National des Sciences Appliquées Hauts-de-France (INSA Hauts-De-France), Institut National des Sciences Appliquées (INSA)-Institut National des Sciences Appliquées (INSA), Territoires, Villes, Environnement & Société - ULR 4477 (TVES), Université du Littoral Côte d'Opale (ULCO)-Université de Lille, Université du Littoral Côte d'Opale (ULCO), and ANR-21-HDF1-0005,THREpiCo,Le Tourisme dans les Hauts-de-France face au Risque Epidémique Covid-19(2021)
- Subjects
hotel room price ,Economics and Econometrics ,[QFIN]Quantitative Finance [q-fin] ,star ratings ,Covid-19 safety certification ,JEL: L - Industrial Organization/L.L1 - Market Structure, Firm Strategy, and Market Performance/L.L1.L15 - Information and Product Quality • Standardization and Compatibility ,JEL: L - Industrial Organization/L.L8 - Industry Studies: Services/L.L8.L83 - Sports • Gambling • Restaurants • Recreation • Tourism ,hedonic pricing method - Abstract
International audience; 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.
- Published
- 2023