The impact of resort fees on perceived fairness and destination brand image: an exploratory study

Resort fees have recently come under scrutiny in the United States with lawsuits filed by the state of Nebraska and the District of Columbia against Hilton and Marriott. Researchers have not yet explored what impacts the perception of resort fee fairness or the impact of resort fee fairness on destination brand image. This study surveyed guests who had stayed in a hotel charging resort fees in the last 5 years. Familiarity with resort fees and familiarity with the destination impacted the perception of resort fee fairness. This in turn impacted destination brand image. Practical and theoretical implications are discussed.