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Abstract: The primary objective of the research was to determine the significance of
satisfaction and profitability of the top hotels in the Visegrad Group countries. The
following outputs were included in the analysis: Profitability Return on Assets (ROA),
Return on Equity (ROE), satisfaction assessment with the quality of the features provided
such as Overall Assessment, Personal, Location, Cleanliness, Comfort, Equipment and
the evaluation of Price, Quality and Wi-Fi. Inference methods, context analysis (Pearson
r, Spearman ρ) and multiple linear regression were used for the analysis. Data was
obtained from the financial statements database (reporting period 2017) and from
the booking portal (beginning of 2018). The sample was defined for the top hotels in the
Visegrad Group countries, i.e. five star hotels (n = 33). One of the most interesting
findings was that there is a relation between satisfaction and profitability (ROE, ROA),
however it is a negative relation, which is contradictory with the research. In particular,
the significant (p value < 0.05) impact on ROE was confirmed in case of comfort, ROA
was confirmed in the overall assessment (positive impact) as well as in the hotel location,
price and quality, where it was negative. Negative impacts may reflect the organization's
financial management system, which is a mirror of the state's financial cost accounting
policy.
Key words: tourism, hotels, customer satisfaction, financial performance, impact,
booking. |
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