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Discrepancies in Value Proposition, Offering, and Perceived Value-in-Use Across Hotel Star Ratings: Empirical Evidence from Morocco
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DOI：10.1080/1528008X.2025.2564793.png)
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Abstract
En 中文
Hotels are classified into star rating categories, yet the extent to which these ratings reflect differences in value remains underexplored. This study investigates discrepancies in the value proposition (managers’ perspective), the value offering (frontline employees’ perspective) and the perceived value-in-use (customers’ perspective) across three-, four-, and five-star hotels in Morocco. Three questionnaires were employed to examine the three key perceptions of customer value. SmartPls4 is suitable for construct validation, and SPSS25 is relevant for hypothesis testing. The study found that value perceptions vary significantly across hotel rating categories. Five-star hotels revealed a higher value proposition compared to four-star hotels; on the contrary, no significant discrepancy has emerged between four-star hotels and three-star hotels. In terms of value offerings, five-star hotels reported significantly an average score higher than four-star hotels, and the discrepancy between four- and three -star hotels was also significant. Finally, regarding the perceived value-in-use, customers perceived greater value in five-star hotels compared to those of four-star hotels, and similarly, customers of four-star hotels experienced more value than those of three-star hotels. This study is the first to assess the relevance of hotel classification through a multi-stakeholder lens, including the perspectives of managers, frontline employees, and customers.
Keywords:
Customer value
managers
frontline employees
tourists
hospitality services
star category
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