Enhancing Consumer Confidence and Response Efficacy in Tourism: Typology and Effectiveness of the Hotel Industry's Responses to COVID-19.

ABSTRACT

Although the tourism industry, including hotels, has been ravaged by the COVID-19 pandemic, few empirical studies have systematically examined the typology and effectiveness of their responses. To capture common response strategies within the hotel industry and assess their effectiveness, two studies were conducted. Study 1 adopted a hybrid approach involving deductive and inductive thematic analyses to evaluate 4,211 news articles. Five broad themes emerged (1) revenue management, (2) crisis communication, (3) alternative approaches to service delivery, (4) human resource management, and (5) corporate social responsibility. Drawing upon protection motivation theory, Study 2 included a pre-test, pilot study, and main experimental study to examine the effectiveness of several common response strategies. Results showed that reassuring crisis communication and contactless services can foster consumer confidence and response efficacy, leading to positive consumers' attitudes and booking intentions. Crisis communication and price discount were found to influence consumers' attitudes and booking intentions directly.