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Abstract
This article presents the results of a postal questionnaire to 62 award-winning hotels in the United Kingdom. An examination of the methodology employed and the response rate is followed by an analysis of the operating profile of the hotel, and the personal background of the operators. Hoteliers define the determinants of service quality and how they monitor the quality of their service provision. An evaluation of the qualitative award schemes shows the importance of the awards to the hotelier and how he perceives them as a recognition of service quality. The final section considers the promotional value of each award, indicating resultant levels of activity.