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Taiwan's Hotel Rating System

A Service Quality Perspective

Jinwen University of Science and Technology and National Taiwan Normal University, sallysu{at}just.edu.tw

Lou-Hon Sun

Tunghai University, Taiwan, honsun{at}thu.edu.tw

This study applies content analysis to compare four hotel rating systems, in the United Kingdom, United States, China, and Taiwan as well as to compare the evaluating methods and service-quality measurement of the four hotel rating systems. Focusing on Taiwan's newly revised hotel-evaluation schema, the study analyzes the Criteria of Hotel Service Quality Evaluation established by the Taiwan Tourism Bureau in the light of the five SERVQUAL dimensions. Though Taiwan's hotel rating system is strong on assurance and tangibles, the study suggests that the system would be made more effective by adding factors for reliability, responsiveness, and empathy. Surveys should also be conducted on an ongoing basis to clarify and incorporate consumer viewpoints and to keep hotel rating systems updated. These measures would also increase acceptance and recognition of the hotel rating system by consumers.

Key Words: hotel rating system • service quality • content analysis • Taiwan • SERVQUAL

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