Effect of Rule Clarity and Evaluators’ Respectful Attitude on the Perceived Fairness of the Hotel Rating System

ABSTRACT Given the important role played by hotel rating systems (HRSs) in informing service quality, encouraging hotels to invest in service quality, and ensuring industry excellence internationally, a variety of theoretical perspectives has contributed to the HRS literature. Despite this diversity, no prior study has thus far investigated hotels’ perception of the fairness of HRSs and the determinants of their perception. To bridge this gap, this study draws on perspective of performance appraisal system in human resource management and proposes a research model predicting the influence of rule clarity and evaluators’ respectful attitude on hotels’ perceived fairness. For the empirical analysis, it focuses on the 2015 HRS reform in South Korea and surveys newly rated hotels. The analysis results show the positive effects of rule clarity and evaluators’ respectful attitude on hotels’ perceived fairness of the system.