An investigation of underlying dimensions of customers’ perceptions of a safe hotel in the COVID-19 era: effects of those perceptions on hotel selection behavior

ABSTRACT

This study focuses on the guests’ perceptions of a safe hotel within the context of COVID-19. Based on the principles of the Social Exchange Theory, it (1) explores the underlying dimensions of a safe hotel image in the COVID-19 era, and (2) evaluates the relationships of these dimensions with future hotel guests’ selection behaviors. The data were gathered from a sample of 500 hotel guests via an online survey instrument. A purposive sampling method was employed. Factor analysis and multiple regression analysis were carried out. Four dimensions were distinguished: Medical Preparedness, Hygiene Control, Health Communication, and Self-service Technology. Findings revealed significant influence of these dimensions on hotel selection behaviors. Hygiene control was found to be the most important predictor for future hotel selection behaviors. These findings provide critical strategic recommendations to help hoteliers assure and project a safe hotel image in the COVID-19 era.

本研究侧重于客人对COVID-19背景下安全酒店的看法. 基于社会交流理论的原则，它（1）探索COVID-19时代酒店形象的基本维度，（2）评估这些维度与未来酒店客人选择行为的关系. 这些数据是通过在线调查工具从500名酒店客人的样本中收集的. 采用有目的的抽样方法. 进行了因子分析和多重回归分析. 区分了四个维度：医疗准备、卫生控制、健康通信和自助服务技术. 调查结果显示，这些维度对酒店选择行为有显著影响. 卫生控制是未来酒店选择行为最重要的预测因素. 这些发现提供了重要的战略建议，帮助酒店经营者在 COVID-19 时代确保和投射出安全的酒店形象.

KEYWORDS:

• COVID-19
• coronavirus
• hotel safety
• hotel image
• hotel selection
• social exchange theory

Additional information

Funding

This work was supported by the Fundamental Research Funds for the Central Universities [3213002002B2].