Abstract

MARTINEZ LUIS, David; PEREZ FERNANDEZ, Alberto  and  CAAMAL CAUICH, Ignacio. Quality and Demand for the Service of Three-star Hotels in the Oil Region of Ciudad del Carmen, Campeche. Región y sociedad [online]. 2020, vol.32, e1259.  Epub Jan 27, 2021. ISSN 2448-4849.  https://doi.org/10.22198/rys2020/32/1259.

The objective of this research is to evaluate the service quality and the factors that affect the demand for three-star hotels in Ciudad del Carmen, Campeche. Servqual model was used to evaluate service quality and a simultaneous equation model helped during the demand analysis. Results show that hotels have difficulty to satisfy guests’ needs. Demand depends on the hotel’s physical aspects and on the treatment personnel gives to lodgers. The demand’s price flexibility is inelastic and income has an inverse relationship with the demand for rooms. The research limitation is that it only studies the hotel market from a demand perspective, but provides elements to redefine strategies in tourist service companies. It is concluded that a secure market does not always incentivize quality improvement; in some cases, it can be limiting for the economic diversification of a region.

Keywords : hotels; Servqual; service quality; elasticity; price; income.

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