ABSTRACT
The aim of this research was to build a conceptual model by analyzing the influence of customer demographics (age, gender, status, culture and profession) on guest perceptions (customer perceived value, perceived fairness, willingness to pay) of hotel room prices during the COVID-19 pandemic. The respondents of the study were the guests who had stayed twice at a budget hotel in Indonesia in the last twelve months. The study used a purposive sampling technique, and SPSS ANOVA was used in order to analyze the descriptive statistics on customer demographics and PLS-SEM. The study findings reveal that customer demographics (gender, profession, and culture) significantly affect all three aspects of customer perceptions. Customer age is found to greatly impact the perceived fairness and willingness to pay (hypothesis is accepted). The relationship between customer age and customer perceived value is statistically insignificant and, in relation to customer status, does not have a significant affect on customer perceived value, perceived fairness, and willingness to pay (hypothesis is rejected). These findings can contribute towards future research on customer perceived value, fairness and willingness to pay and they also provide insight for more effective hotel pricing and marketing strategies. © 2021
ABSTRACT
The Corona virus disease 2019 (COVID-19) has been declared a global pandemic by WHO, this disease is caused by SARS-CoV-2. The management program that has been implemented by the Government of Indonesia is Large-Scale Social Restrictions (PSBB) and now is the New Habit Adaptation or new normal. This effort was made to reduce the spread of COVID-19. This research was conducted to identify how the activities of Generation Z during the Covid-19 period. The formulation of the problem within this research is how was the activities of Generation Z during Covid-19? The method used is descriptive analysis method. The population in this study is the millennial generation. The research method was carried out by interviewing the millennial generation. The subjects of this study were 50 people of generation Z, aged 17 to 30 years old. The data analysis technique used in this study is a qualitative data analysis technique which refers to the phenomenological research method. The results show that the view, generation Z in handling Covid-19 is very worrying, the attitudes and actions taken are good, while government policies take less effective action, because the government is not ready to appreciate government performance in responding to Covid-19, health protocols, pay less attention to hospitals Covid-19 reference, slow distribution of social assistance, quick response at the start of the pandemic. Meanwhile, Generation Z's attitude towards tourism is that they agree to travel after the pandemic is over, because they are free to travel whenever and wherever they want.