How does a hotel's hygiene protocol quality trigger guests' revisit intention during the pandemic? Evidence from Chinese guests

ABSTRACT

Purpose: Based on the Stimulus-Organism-Response Model, this study aims to investigate how the intention of Chinese guests to revisit a hotel (response) is triggered by the quality of the hotel's hygiene protocols (stimulus) during the pandemic. Brand image, perceived guest satisfaction and perceived customer trust were examined as the organism factors in this model. Design/methodology/approach: The quantitative method was adopted to collect data via a structured online survey of 385 Chinese hotel guests. Their responses were analyzed using SPSS (v.26) and SmartPLS (3.3.2) software. Findings: The quality of hotel hygiene protocols was found to have a significant impact on hotel brand image, perceived guest satisfaction and perceived guest trust. Hotel brand image, perceived guest satisfaction and perceived guest trust, in turn, demonstrated significant relationships with guests' revisit intention. Research limitations/implications Theoretically, the present study offers a framework to understand the impact of hotel hygiene protocols on guest revisit intention. Practically, the findings of the study encourage industry practitioners to implement proper safety protocols and standard operating procedures related to COVID-19. Originality/value Since the beginning of the pandemic, hotel hygiene standards have become a key concern for guests. The current study provides important and meaningful insights into whether and how hotel hygiene quality promotes guest revisit intention. © 2023, International Tourism Studies Association.