Evaluation of the profitability of quality labels in rural tourism accommodation: a hedonic approach using propensity score matching

In recent years, quality labels for the Spanish tourism sector have been developed as part of a competitive strategy focused on the differentiation of the product. Given this development, it is interesting to analyse the profitability of quality labels for the accommodation owners and managers. In particular, this article calculates the profitability of a rural tourism quality label. Through the use of the hedonic price approach, the market valuation of the quality label for rural self-catering cottages is obtained. This valuation is subsequently compared with the expenses incurred by establishments in achieving the quality label. In order to address the usual methodological problems associated with the endogeneity, prior to application of the hedonic approach, the propensity score matching is used. The results indicate that possessing a quality label has a positive impact on the profitability of rural tourism.