Kim Yoo Ri, Liu Anyu
University of Surrey, School of Hospitality and Tourism Management, Faculty of Arts and Social Sciences, Guildford, Surrey, GU2 7XH, United Kingdom.
Tour Manag. 2022 Feb;88:104416. doi: 10.1016/j.tourman.2021.104416. Epub 2021 Aug 11.
With the tourism and hospitality sector reopening post-lockdown of COVID-19, the recovery of customers' purchase intentions is essential to reboot the sector. This study aims to examine the relationship between social distancing measures and purchase intentions in the UK's restaurant and hotel sectors using a propensity score weighting experimental design method. The findings suggest that the impact of social distancing measures on purchase intentions is mediated by the trust in the targeted restaurant and hotel. Risk tolerance significantly moderates the influence of social distancing measures on trust; (non-) cash promotions have an insignificant impact on purchase intentions. The introduction of the propensity score weighting scheme addresses the endogeneity caused by the sampling bias in non-probability sampling experiment studies.
随着新冠疫情封锁后旅游和酒店业重新开放，恢复顾客的购买意愿对于重启该行业至关重要。本研究旨在运用倾向得分加权实验设计方法，考察英国餐饮和酒店业中社交距离措施与购买意愿之间的关系。研究结果表明，社交距离措施对购买意愿的影响是通过对目标餐厅和酒店的信任来介导的。风险承受能力显著调节社交距离措施对信任的影响；（非）现金促销对购买意愿的影响不显著。倾向得分加权方案的引入解决了非概率抽样实验研究中抽样偏差所导致的内生性问题。
