The Perception of Clean: Consumer Trust in Hotels Amidst COVID-19
Keywords:trust, sanitation, safety, lodging, covid-19, cleanliness
The coronavirus pandemic had a detrimental effect on the hospitality industry along with shifting travelers’ perception of safety and sanitation of accommodations. This exploratory study sought to investigate the impact of severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2, commonly known as COVID-19) on prospective hotel guests by dissecting their perceptions and expectations for cleanliness before, amid, and beyond the pandemic. Additionally, this study examines how the COVID-19 pandemic altered travelers’ needs for safety and sanitation and identifies trust-inducing factors to help market and operate appealing accommodations post-pandemic. The analysis consisted of comparative techniques to source insights into travelers’ perception of safety and trust in accommodations. The results of this study contribute to the growing COVID-19 related literature by hypothesizing and testing how various factors influence post-pandemic guests’ needs. Recommended actions that contribute to a long-term trusting relationship between a service provider and guest are also provided for lodging operators.
Copyright (c) 2022 Suzanne D. Markham Bagnera, Alec N. Dalton, Peter Szende, Mark P. Legg, PhD
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.