The products of hospitality industry are intangible，so it is difficult for customers to know its quality before consumption. As a result，consumers need some quality signals to make purchase decisions. In this case，standard，brand and WOM（word-of-mouth）emerge. These three signals can substitute one another，but WOM has more advantages than the other two. Therefore，WOM will probably play a dominant role，standard and brand will be its complementary mechanism. For their innovative orientation of quality signals in hospitality industry，the enterprise brand should be more flexible，the star-ratings standard should be more precise and dynamic. What’s more，service providers need to enhance the value of WOM through data identification and processing.