Exploring the Impacts of COVID-19 on Hotel Booking Intentions: An Application of the Protection Motivation Theory
Description:
After the hit of the COVID-19 pandemic, the hotel industry's efforts need to focus on recovering travelers' confidence by introducing new safe and clean programs or seals. However, there is a lack of guidelines regarding which hotel safety/cleaning programs and what communication strategies are more effective when approaching guests. This study aims to address this gap by using a 2 (COVID-19 Message Type: Fear Appeals vs. Hope Appeals) × 2 (Hotel Safety/Cleaning Program Type: Internal vs. Third…
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Date:
May 2021
Creator:
Calderon, Araceli Hernandez
Partner:
UNT Libraries