This article is a conceptual analysis of the value in hospitality. An overview of different ways of strategically positioning a hotel is presented: (1) positioning by stars classification and (2) market orientation positioning. The argument, justifying that the Holbrook typology is best suited to study value in a hotel context, given its multi-dimensional nature, is exposed. A review of recent literature on the value of hotel consumption is discussed, particularly from an intra-variable perspective. This article finally identifies all works that recognizes different types of values and studies the relationships between them in hotels and tourism context from 1982 to 2017.
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