The demand for safety measures in the hospitality industry: Changes over three phases of a pandemic

Abstract

This study examined three phases of a pandemic for changes in demand for safety measures implemented by the hospitality industry. Findings suggested that as demands for safety changed over the different phases, the interplay between safety compliance and the three pillars of the Social Impact theory became more pronounced. Results found that health and hygiene practices became significantly more influential in travel decisions, while contactless technology maintained a negative impact on the immediacy of future travel intention. In contrast, crisis messaging had an increasingly positive impact, exacerbated by political polarization and perceptions. The relevance of physical distancing in travel decisions showed no statistical significance, most likely due to "caution fatigue", improved industry safety protocols, and a focus shift towards vaccination. Meanwhile, the role of personal protection equipment in travel planning evolved, starting strong but decreasing in importance as vaccines took prominence and travelers adapted to new norms.