Jiménez-Barreto Jano, Loureiro Sandra, Braun Erik, Sthapit Erose, Zenker Sebastian
Department of Finance and Marketing Research, Business Studies, College of Economics and Business Administration, Universidad Autónoma de Madrid, Madrid, Spain.
Instituto Universitário de Lisboa (ISCTE-IUL) and Business Research Unit (BRUIUL), Portugal.
Int J Hosp Manag. 2021 Apr;94:102872. doi: 10.1016/j.ijhm.2021.102872. Epub 2021 Feb 2.
After hotels in many countries were forced to close in government-imposed lockdowns during the COVID-19 pandemic, there is an inherent need to communicate how they deal with the coronavirus to motivate guests to visit. However, lack of knowledge about how to persuasively communicate about hotels' cleaning programs for COVID-19 can challenge the industry's survival. We investigated how hotels that position their brand as a particular personality (sincere vs. exciting) could benefit from different communication styles (inclusion of numerical vs. verbal quantifiers) when presenting their COVID-19 cleaning procedures. Study 1 explored tourists' central attitudinal responses toward hotels' cleaning programs. Study 2 demonstrated that sincere hotel brands would benefit from using numerical and verbal quantifiers to communicate their cleaning policies, whereas exciting hotel brands would benefit only from numerical quantifiers. Our results invite hotel managers to use their brand personality positioning to influence tourists' attitudes and intentions in a pandemic context.
在新冠疫情期间，许多国家的酒店因政府强制实施的封锁措施而被迫关闭，因此，有必要传达酒店应对新冠病毒的方式，以促使客人前来入住。然而，对于如何有说服力地宣传酒店针对新冠疫情的清洁计划缺乏了解，这可能会对酒店业的生存构成挑战。我们研究了那些将品牌定位为特定个性（真诚型与活力型）的酒店，在介绍其新冠疫情清洁程序时，如何通过不同的沟通方式（包含数字量词与文字量词）而受益。研究1探讨了游客对酒店清洁计划的核心态度反应。研究2表明，真诚型酒店品牌使用数字量词和文字量词来传达其清洁政策会受益，而活力型酒店品牌仅使用数字量词会受益。我们的研究结果促使酒店经理利用其品牌个性定位，在疫情背景下影响游客的态度和意图。
