The hotel industry is one of the key pillars of the development of the tourism industry worldwide. In addition to the role it plays in attracting domestic and foreign tourists, this industry also plays a direct role in job creation, growth in foreign exchange earnings, strengthening the local economy, and sustainable urban development. Standardization of services in the hotel industry It is considered a key tool for ensuring quality, improving customer satisfaction, and increasing competitiveness at the international level. Investigating the challenges and problems of scientifically formulating standards at the national level from the perspective of experts from the private and public sectors and providing practical solutions as an implementation gap in this research was examined from the perspective of relevant business owners.

Methodology: This research uses an inductive and deductive approach. First, patterns and themes are extracted from qualitative data, and then these findings are confirmed and generalized using quantitative data. The strategy of this research is a case study that includes an in-depth examination of the challenges of standardization in 4 and 5 star hotels in Tehran
The qualitative data collection method in the previous study was conducted through semi-structured interviews with hotel managers, government and academic stakeholders, and quantitative data was collected through questionnaires based on qualitative findings. The time horizon of the cross-sectional study lasted from the beginning of November 1403 to the end of May 1404. In the quantitative analysis of the survey research, data analysis was performed using descriptive and inferential statistical methods, confirmatory factor analysis, and SPSS and Smart PLS software to confirm the qualitative model and provide answers to the research questions