SURVIVING THE NEW-NORMAL: A STUDY ON PHYSICAL SERVICESCAPE AND VISITOR BEHAVIOR IN QUICK-SERVICE RESTAURANTS IN MALLS IN SURABAYA, INDONESIA

IF 1.2 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism and Hospitality Management-Croatia Pub Date : 2022-12-01 DOI:10.20867/thm.28.3.7

Njo Anastasia, Kevin Gunawan, Jani Rahardjo

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引用次数: 1

Abstract

Purpose - The “new normal” is the period of adaptation during the pandemic COVID -19 that affects both daily and economic activities, leading to the application of strict health regulations in public places such as shopping malls, tourist sites and gastronomic areas. The appearance of the physical service landscape is adapted to the new normal health regulations. The aim of this study is to firstly investigate the influence of the new regulations with the mediating variable of physical service landscape on QSR visit intention. Second, this study aims to examine the influence of Theory of Planned Behavior (TPB) on QSR visit intention. Design/methodology - This study uses convenience sampling on mall visitors in Surabaya who also visit QSR during the COVID-19 pandemic, starting from July to December 2020. The study sample is 313 visitors which are acquired through questionnaires distributed both online and offline. The data will be analyzed using the technique PLS-SEM 3.0. Findings - Firstly, in the direct path, the results showed that the new-normal regulation significantly influences physical servicescape (exterior design, interior design, and QSR location). Secondly, TPB, which are attitude, subjective norm, and perceived behavioral control, significantly influence QSR visiting intention. In the indirect path, new-normal regulation significantly influences visitors’ intention towards the mediating variable of interior design, while in contrast exterior design and QSR location do not significantly mediate. Originality - This study specifically discusses the changes in the design of the physical service landscape since the implementation of the new-normal regulation caused by the COVID-19 pandemic, which both directly and indirectly influences the behavior of visitors in public areas. Research implication/practical implication - In terms of literature, this study contributes to a deeper understanding of the healthcare service landscape, which interacts with both architecture and marketing, in terms of individual behavior. Furthermore, this study practically helps mall management in deciding the marketing strategy and QSR outlet management to survive in the pandemic by following applicable healthcare protocols.

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在新常态中生存:印尼泗水购物中心快餐店的物理服务逃避与游客行为研究

目的-“新常态”是指COVID -19大流行期间的适应时期，这一时期影响日常和经济活动，导致商场、旅游景点和美食区等公共场所实施严格的卫生规定。物理服务景观的外观与新常态卫生法规相适应。本研究首先以实体服务景观为中介变量，探讨新规对QSR访问意愿的影响。其次，本研究旨在探讨计划行为理论(TPB)对QSR访问意愿的影响。设计/方法-本研究对泗水的购物中心游客进行了方便抽样，这些游客在2020年7月至12月的COVID-19大流行期间也访问了QSR。研究样本为313名访客，通过线上和线下发放的调查问卷获得。数据将使用PLS-SEM 3.0技术进行分析。首先，在直接路径中，研究结果表明，新常态调节显著影响物理服务逃逸(外观设计、室内设计和QSR位置)。态度、主观规范和感知行为控制对QSR访问意愿有显著影响。在间接路径中，新常态调节显著影响游客对室内设计中介变量的意向，而外部设计和QSR位置对游客意向的中介作用不显著。独创性——本研究具体探讨了新冠疫情引发的新常态监管实施以来，物理服务景观设计的变化，这些变化直接或间接地影响了公共区域游客的行为。研究意义/实践意义——就文献而言，本研究有助于更深入地了解医疗保健服务领域，它与个人行为方面的架构和营销相互作用。此外，本研究实际帮助商场管理层决定营销策略和QSR门店管理，以遵循适用的医疗保健协议在大流行中生存。

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来源期刊

Tourism and Hospitality Management-Croatia HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

1.90

自引率

23.10%

发文量

审稿时长

15 weeks

期刊介绍： Tourism and Hospitality Management is an international, multidisciplinary, open access journal, aiming to promote and enhance research in all fields of the tourism and hospitality industry. It publishes double-blind reviewed papers and encourages an interchange between tourism and hospitality researchers, educators and managers. Editors of Tourism and Hospitality Management strongly promote research integrity and aim to prevent any type of scientific misconduct, such as: fabrication, falsification, plagiarism, redundant publication and authorship problems. All submitted manuscripts are checked using Crossref Similarity Check (iThenticate). Nurturing a scientifically based approach to research, the journal publishes original papers along with empirical research and theoretical articles that contribute to the conceptual development of tourism and hospitality management. Editors look particularly for articles about new trends, challenges and developments, as well as the application of new ideas that are likely to affect the tourism and hospitality industry. The general criteria for the acceptance of articles are: contribution to the scientific knowledge in the field of tourism and hospitality management, scientifically reliable research methodology, relevant literature review and quality of the English language.