“…In examining the financial performance of hospitality firms, previous research has used different measures of firm performance, such as ROA (Madanoglu & Karadag, 2008), stock return (Ozdemir, Kizildag, & Upneja, 2013), and Tobin's Q (Guillet, Kucukusta, & Xiao, 2012). As an example of an accounting-based measure of profitability, ROA reflects the past or short-term financial performance of a firm, whereas market-based measures, such as Tobin's Q and stock return, reflect future or longterm financial performance of a firm (Combs, Crook, & Shook, 2005;Hult et al, 2008).…”