Hotel guest satisfaction and brand performance: The effect of franchising strategy

John W. O'Neill, Anna S. Mattila, Qu Xiao

Research output: Journal article publicationJournal articleAcademic researchpeer-review

31 Citations (Scopus)


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 languageEnglish
Pages (from-to)25-39
Number of pages15
JournalJournal of Quality Assurance in Hospitality and Tourism
Issue number3
Publication statusPublished - 27 Dec 2006
Externally publishedYes


  • Brand management
  • Brand performance
  • Franchising strategy
  • Guest satisfaction

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


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