After the hit of the COVID-19 pandemic, the hotel industry's efforts need to focus on recovering travelers' confidence by introducing new safe and clean programs or seals. However, there is a lack of guidelines regarding which hotel safety/cleaning programs and what communication strategies are more effective when approaching guests. This study aims to address this gap by using a 2 (COVID-19 Message Type: Fear Appeals vs. Hope Appeals) × 2 (Hotel Safety/Cleaning Program Type: Internal vs. Third-Party) between-subject experiment design. Specifically, it applies the protection motivation theory in investigating the effects of different messages (hope vs. fear) along with different types of hotel safety/cleaning programs (internal vs. third-party) on guests' booking intentions. The moderating role of risk propensity was also explored. The data were collected in a public university located south of the U.S. Different ANOVA and MANOVA tests were conducted. The results suggest that hope appeal messages and hotel internal cleaning programs arouse higher booking intentions. When presenting COVID-19 related information provided by hotels, hope appeals represent a better communication strategy. In addition, the coping and threat appraisals showed to be correlated with hotel guests' booking intentions. Moreover, response efficacy was the strongest predictor with a positive correlation, whereas perceived severity was the second strongest predictor with a negative correlation. Last, risk propensity was found a significant moderator between guests' response efficacy and booking intentions. Participants under the risk-taker category reported higher booking intentions even when their self-efficacy perceptions were low.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc1808473 |
| Date | 05 1900 |
| Creators | Calderon, Araceli Hernandez |
| Contributors | Leung, Xi, Kim, Jiyoung, Kennon, Lisa R. |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | vii, 84 pages : illustrations (some color), Text |
| Rights | Public, Calderon, Araceli Hernandez, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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