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No. 8 (2026)
Marketing

Scientific articles

TURIZMDA MEHMONXONA BRENDINING TUSHUNCHASI, MOHIYATI VA AHAMIYATI: BREND MUKOFOTI, SIFAT SIGNALI SIFATIDAGI BREND VA UNING ONLAYN SHARHLAR TA’SIRIDA EROZIYASI

DOI 10.67668/mj/2026iss8/1995 Pages 354-361

Published 2026-08-30

Authors
Ergashev Oybek Mamarasul oʻgʻli
Affiliation
Tashkent State University of Economics image/svg+xml
PDF (Uzbek) Google Scholar Google Scholar

Abstract

The article examined hotel brands as quality signals and the relationship between online reviews and brand price premiums. Data from sixty hotels across five Uzbek cities were analysed using hedonic pricing and regression models. Hotel category, guest ratings, location and size were controlled for. The average international brand price premium lost statistical significance after these controls, whereas chain affiliation was associated with higher occupancy and revenue per available room. More reviews were associated with smaller brand premiums. A conditional assessment incorporated franchise fees. Practical recommendations addressed online reputation development and brand partnership evaluation according to the information available to consumers.

Keywords

hotel brand, quality signal, price premium, online reviews, hedonic pricing, chain affiliation, room occupancy, franchising

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