Customers' purchasing intentions for enhanced cleaning services in hotels during COVID-19: establishing price strategies
Consumer Behavior in Tourism and Hospitality
; 17(2):232-247, 2022.
Article
in English
| Scopus | ID: covidwho-2232737
ABSTRACT
Purpose:
This paper aims to contribute to the literature investigating hotel customers' preventive behavior during the COVID-19. Because there is no timely research discussing cleaning and disinfection services as a premium service in China, the authors conducted research to examine customers' perceptions based on the information–motivation–behavioral skills (IMB) model and to explore potential marketing exits. Moreover, based on the price-sensitive measurement, this study reveals the price range and optimal price of the service, which could assess the feasibility of the service and balance the operation cost. Design/methodology/approach:
An internet-based, self-reported survey was designed to collect the data during the outbreak of COVID-19 in April 2020. The yield was 874 usable and valid responses, which were purposefully analyzed using confirmatory factor analysis and structural equation modeling.Findings:
The results indicate a significant influence of dimensions (information, motivation, health behavior skills) on hotel customers' preventive behavior regarding purchase intention of cleaning and disinfection service. The optimal price of this service is 20% of the average room rate, and the range of acceptable prices is 15% of the average room rate. Originality/value The present study represents academic attempts to contribute to the literature by applying the IMB model to consumer behavior in a hotel industry context, emphasizing the importance of each dimension in behavioral intention during the current ongoing global issue. Additionally, the results indicate that the hotel industry could consider satisfying the needs of this market based on the suggested price. © 2020, Emerald Publishing Limited.
Full text:
Available
Collection:
Databases of international organizations
Database:
Scopus
Type of study:
Observational study
Language:
English
Journal:
Consumer Behavior in Tourism and Hospitality
Year:
2022
Document Type:
Article
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