Quality of Accommodation Services - The Memetic Approach

The main scientific objective of the article is to demonstrate, on the example of accommodation service, the possibility of applying the netnographic methodology and meme theory in the context of the analysis of the manner of perception of the quality of a service. The cause-and-effect relationship between the service quality and the formation of memetic transfer was defined, which, through the creation of specific consumer expectations, can contribute to the creation of a positive image of the service provider. The obtained results will provide a theoretical basis for an innovative model for the management of the quality of service.