Abstract
Implementing quality assurance standards in hotel services and products is one of the latest performance indicators assessment processes in tourism services. It providers a sustainable reputation and a competitive advantage in the market. This study highlights the impact of hotel services quality assurance standards on customer satisfaction. The study follows a descriptive analysis methodology using a survey as a study instrument. Relative Importance Index (RII) used to identify the structural model for the correlations among the variables. Findings revealed that the implementation of integrated marketing management hotel services quality promotes the marketing of hotel services and customer's trust and loyalty to the products and services provided by hotel tourist services providers and their staff. Moreover, it could encourage customers to share their touristic experience, which could promote the market reputation of the hotel services and competitive advantage locally and internationally hotel services. In addition, it is an opportunity for an active participation of clients in assessing the hotel products and services using effective indicators that enable hotel services decision - makers in improving the services continuously.