While there is agreement over the pivotal role accommodations have in the tourist experience, little is known about why tourists gravitate toward franchise or independent accommodations. This article compares US tourists’ perceptions of the performance of franchise and independent accommodations on a range of functional, experiential, and symbolic attributes, and subsequently tests to see if there are separate reasons for why tourists choose the two lodging options and share word of mouth (WOM) and electronic WOM (e-WOM). Results reveal that franchise accommodations consistently outperform independent accommodations on “Service Quality” and “Utilitarian Quality.” However, independent accommodations were found to outperform franchise accommodations in “Experiential Quality” and “Symbolic Quality.” Modeling results reveal tourists choose the two accommodation options for separate reasons with Service Quality being important to both, but with Symbolic Quality also being important to choosing independent accommodations. Likelihood to share WOM and e-WOM were more a function of Experiential Quality and Symbolic Quality than Service Quality for both lodging types.
ArganM.Tokay-ArganM. (2018). Fomsumerism: A theoretical framework. International Journal of Marketing Studies, 10(2), 109–117.
2.
AtzoriLuigiIeraAntonioMorabitoGiacomo. 2017. “Understanding the Internet of Things: Definition, Potentials, and Societal Role of a Fast Evolving Paradigm.” Ad Hoc Networks56:122–40.
3.
BeerliAsunciónMenesesGonzalo DíazGilSergio Moreno. 2007. “Self-Congruity and Destination Choice.” Annals of Tourism Research34 (3): 571–87.
4.
BoleyB. BynumJordanEvan J.KlineCarolKnollenbergWhitney. 2018. “Social Return and Intent to Travel.” Tourism Management64:119–28.
5.
BuhrmesterMichaelKwangTracyGoslingSamuel D.2011. “Amazon’s Mechanical Turk: A New Source of Inexpensive, Yet High-Quality, Data?” Perspectives on Psychological Science6 (1): 3–5.
6.
BuhrmesterMichael D.TalaifarSanazGoslingSamuel D.2018. “An Evaluation of Amazon’s Mechanical Turk, Its Rapid Rise, and Its Effective Use.” Perspectives on Psychological Science13 (2): 149–54.
7.
CaiLiping A.HobsonJ. Perry. 2004. “Making Hotel Brands Work in a Competitive Environment.” Journal of Vacation Marketing10 (3): 197–208.
8.
CanavanBrendan. 2017. “Narcissism Normalisation: Tourism Influences and Sustainability Implications.” Journal of Sustainable Tourism25 (9): 1322–37.
9.
ChangT. C.2010. “Bungalows, Mansions and Shophouses: Encounters in Architourism.” Geoforum41 (6): 963–71.
10.
ChathothPrakash K.2016. “Historical Evolution of Hotel Chains.” In The Routledge Handbook of Hotel Chain Management, edited by MIvanovaIvanovS.MagniniV. P., 53–66. London: Routledge.
ChuR. K.ChoiT.2000. “An Importance-Performance Analysis of Hotel Selection Factors in the Hong Kong Hotel Industry: A Comparison of Business and Leisure Travellers.” Tourism Management21 (4): 363–77.
DavisJenny L.2014. “Triangulating the Self: Identity Processes in a Connected Era.” Symbolic Interaction37 (4): 500–23.
15.
Devi JuwaheerThanika. 2004. “Exploring International Tourists’ Perceptions of Hotel Operations by Using a Modified SERVQUAL Approach—A Case Study of Mauritius.” Managing Service Quality: An International Journal14 (5): 350–64.
16.
DolnicarSaraOtterThomas. 2003. “Which Hotel Attributes Matter? A Review of Previous and a Framework for Future Research.” Proceedings of the 9th Annual Conference of the Asia Pacific Tourism Association (APTA), University of Technology Sydney: 176–88.
17.
EkinciYukselSirakaya-TurkErcanPreciadoSandra. 2013. “Symbolic Consumption of Tourism Destination Brands.” Journal of Business Research66 (6): 711–18.
18.
EllisK. (2010). Be who you want to be: The philosophy of Facebook and the construction of identity. Screen Education, (58), 36.
19.
GilmoreJames H.PineB. Joseph. 2002. “Differentiating Hospitality Operations via Experiences: Why Selling Services Is Not Enough.” Cornell Hotel and Restaurant Administration Quarterly43 (3): 87–96.
20.
GoeldnerCharles R.RitchieJ. R. Brent. 2012. Tourism Principles, Practices, Philosophies. New York: John Wiley.
21.
GooroochurnNishaalSinclairM. Thea. 2005. “Economics of Tourism Taxation: Evidence from Mauritius.” Annals of Tourism Research32 (2): 478–98.
22.
HairJoseph F.AndersonRolph E.TathamRonald L.BlackC. William. 2010. Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.
23.
HaktanirMineHarrisPeter. 2005. “Performance Measurement Practice in an Independent Hotel Context: A Case Study Approach.” International Journal of Contemporary Hospitality Management17 (1): 39–50.
24.
HolbrookMorris B.HirschmanElizabeth C.1982. “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun.” Journal of Consumer Research9 (2): 132–40.
25.
HodkinsonC. (2019). ‘Fear of Missing Out’(FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 25(1), 65–88.
26.
HsiehLing-FengLinLi-HungLinYi-Yin. 2008. “A Service Quality Measurement Architecture for Hot Spring Hotels in Taiwan.” Tourism Management29 (3): 429–38.
JordanEvan J.BoleyB. BynumKnollenbergWhitneyKlineCarol. 2018 “Predictors of Intention to Travel to Cuba across Three Time Horizons: An Application of the Theory of Planned Behavior.” Journal of Travel Research57 (7): 981–93.
31.
KahnemanDanielTverskyAmos. 1979. “Prospect Theory: An Analysis of Decisions under Risk.” Econometrica47 (2): 263–92.
32.
KanoN.SerakuN.TakahashiF.TsujiS.1984. “Attractive Quality and Must-Be Quality.” HinshitsuApril:39–48.
33.
KapidzicS.2013. “Narcissism as a Predictor of Motivations behind Facebook Profile Picture Selection.” Cyberpsychology, Behavior, and Social Networking16 (1): 14–19.
34.
KimSamuel SeongseopChonKayeChungKyu Yoop. 2003. “Convention Industry in South Korea: An Economic Impact Analysis.” Tourism Management24 (5): 533–41.
35.
KimWoody G.2009. “Branding, Brand Equity, and Brand Extensions.” In Handbook of Hospitality Marketing Manage-ment, edited by HOhPizamA., 109–40. London: Routledge.
36.
KnutsonBonnieStevensPeteWullaertColleenPattonMarkYokoyamaFumlto. 1990. “LODGSERV: A Service Quality Index for the Lodging Industry.” Hospitality Research Journal14 (2): 277–84.
37.
LevySidney J.1959. “Symbols for Sale.” Harvard Business Review37 (July-August): 117–24.
38.
LinPei-JungJonesEleriWestwoodSheena. 2009. “Perceived Risk and Risk-Relievers in Online Travel Purchase Intentions.” Journal of Hospitality Marketing and Management18 (8): 782–810.
39.
LindenmeierJörgTscheulinDieter K.2008. “The Effects of Inventory Control and Denied Boarding on Customer Satisfaction: The Case of Capacity-Based Airline Revenue Management.” Tourism Management29 (1): 32–43.
40.
LitvinStephen W.CrottsJohn C.BlackwellCalvinStylesAlan K.2006. “Expenditures of Accommodations Tax Revenue: A South Carolina Study.” Journal of Travel Research45 (2): 150–57.
41.
LoIris SheungtingMcKercherBob. 2015. “Ideal Image in Process: Online Tourist Photography and Impression Management.” Annals of Tourism Research52:104–16.
42.
Luna-CortésGonzaloLópez-BonillaJesús ManuelLópez-BonillaLuis Miguel. 2019. “Self-Congruity, Social Value, and the Use of Virtual Social Networks by Generation Y Travelers.” Journal of Travel Research58 (3): 398–410.
43.
LyuSeong Ok. 2016. “Travel Selfies on Social Media as Objectified Self-Presentation.” Tourism Management54:185–95.
44.
MarderBenArcher-BrownChrisCollianderJonasLambertAliette. 2019. “Vacation Posts on Facebook: A Model for Incidental Vicarious Travel Consumption.” Journal of Travel Research58 (6): 1014–33.
45.
MasieroLorenzoPanBingHeoCindy Yoonjoung. 2016. “Asymmetric Preference in Hotel Room Choice and Implications on Revenue Management.” International Journal of Hospitality Management56:18–27.
46.
MaslowAbraham H.1943. “A Theory of Human Motivation.” Psychological Review50 (4): 370.
47.
MehdizadehSoraya. 2010. “Self-Presentation 2.0: Narcissism and Self-Esteem on Facebook.” Cyberpsychology, Behavior, and Social Networking13 (4): 357–64.
48.
MermiriT.2009. “The Transformation Economy.” In Beyond Experience: Culture, Consumer and Brand. London: Arts and Business.
49.
McintoshAlison J.SiggsAnna. 2005. “An Exploration of the Experiential Nature of Boutique Accommodation.” Journal of Travel Research44 (1): 74–81.
OhHaemoon. 2003. “Price Fairness and Its Asymmetric Effects on Overall Price, Quality, and Value Judgments: The Case of an Upscale Hotel.” Tourism Management24 (4): 387–99.
54.
OliverRichard L.1980. “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.” Journal of Marketing Research17 (4): 460–69.
55.
O’NeillJohn W.CarlbäckMats. 2011. “Do Brands Matter? A Comparison of Branded and Independent Hotels’ Performance during a Full Economic Cycle.” International Journal of Hospitality Management30 (3): 515–21.
ParkJ. Y.JangS. (2018). Did I get the best discount? Counterfactual thinking of tourism products. Journal of Travel Research, 57(1), 17–30.
58.
ParasuramanAnanthanarayananZeithamlValarie A.BerryLeonard L.1988. “Servqual: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.” Journal of Retailing64 (1): 12–36.
PineB. JosephGilmoreJames H.1998. “Welcome to the Experience Economy.” Harvard Business Review76:97–105.
61.
SiegelLauren A.WangDan. 2019. “Keeping Up with the Joneses: Emergence of Travel as a Form of Social Comparison among Millennials.” Journal of Travel and Tourism Marketing36 (2): 159–75.
62.
SongHongjuanJiangYushi. 2019. “Dynamic Pricing Decisions by Potential Tourists under Uncertainty: The Effects of Tourism Advertising.” Tourism Economics25 (2): 213–34.
63.
StrannegårdLarsStrannegårdMaria. 2012. “Works of Art: Aesthetic Ambitions in Design Hotels.” Annals of Tourism Research39 (4): 1995–2012.
64.
TaylorK. (1997). A regret theory approach to assessing consumer satisfaction. Marketing letters, 8(2), 229–238.
65.
TussyadiahIis P.PesonenJuho. 2016. “Impacts of Peer-to-Peer Accommodation Use on Travel Patterns.” Journal of Travel Research55 (8): 1022–40.
66.
VermeulenIvar E.SeegersDaphne. 2009. “Tried and Tested: The Impact of Online Hotel Reviews on Consumer Consideration.” Tourism Management30 (1): 123–27.
67.
WallsAndrew R.OkumusFevziWangYoucheng RaymondKwunDavid Joon-Wuk. 2011. “An Epistemological View of Consumer Experiences.” International Journal of Hospitality Management30 (1): 10–21.
68.
YeShun. 2017. “Patterns, Precedents and Outcomes of Small Accommodation Business Growth: Empirical Evidence from Rural Zhejiang Province of China.” Unpublished doctoral dissertation, Hong Kong Polytechnic University.
69.
YeShunXiaoHonggenZhouLingqiang. 2019. “Small Accommodation Business Growth in Rural Areas: Effects on Guest Experience and Financial Performance.” International Journal of Hospitality Management76:29–38.
