Evolving effects of COVID-19 safety precaution expectations, risk avoidance, and socio-demographics factors on customer hesitation toward patronizing restaurants and hotels

IF 11.9 1区管理学 Q1 BUSINESS

Journal of Hospitality Marketing & Management Pub Date : 2022-01-08 DOI:10.1080/19368623.2022.2021581

C. Chi, Y. Ekinci, Haywantee Ramkissoon, Alistair Thorpe

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引用次数: 22

Abstract

ABSTRACT The COVID-19 pandemic has had detrimental impacts on hospitality businesses. Drawing on protection motivation theory (PMT), this study investigated what determined customer hesitation to patronize restaurants and hotels and whether such hesitation underwent changes in the duration of the pandemic. The research model was tested using three sets of survey data collected in December 2020 (n = 826), February 2021 (n = 832) and April 2021 (n = 808). The study found that expected COVID-19 safety precautions, COVID-19 risk avoidance, and demographic factors predicted customers’ hesitation to visit restaurant/hotel. The analysis also showed significant shifts in how expectations about safety precautions, risk avoidance, and demographics affected customers’ visit hesitation over time. These findings provide critical insights to restaurant and hotel managers and destination marketers. To ensure that customers feel safe and confident in visiting hotels and restaurants, managers should implement the recommended safety measures and clearly communicate the implementation of these measures to customers.

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COVID-19安全预防预期、风险规避和社会人口因素对顾客光顾餐馆和酒店犹豫不决的演变影响

2019冠状病毒病大流行对酒店业产生了不利影响。利用保护动机理论(PMT)，本研究调查了是什么决定了顾客对光顾餐馆和酒店的犹豫，以及这种犹豫在大流行期间是否发生了变化。使用2020年12月(n = 826)、2021年2月(n = 832)和2021年4月(n = 808)收集的三组调查数据对研究模型进行了测试。研究发现，预期的COVID-19安全预防措施、COVID-19风险规避和人口统计学因素预测了顾客对餐厅/酒店的犹豫。分析还显示，随着时间的推移，对安全预防措施、风险规避和人口统计数据的预期如何影响客户的访问犹豫，这些方面发生了重大变化。这些发现为餐厅和酒店经理以及目的地营销人员提供了重要的见解。为了确保客人在酒店和餐厅就餐时感到安全和自信，管理人员应实施建议的安全措施，并将这些措施的实施情况清楚地传达给客人。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Hospitality Marketing & Management Multiple-

CiteScore

20.90

自引率

6.40%

发文量

期刊介绍： The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.