Kim Hyunsu, Li Jing, So Kevin Kam Fung
Department of Management, Mihaylo College of Business and Economics, California State University, Fullerton, CA, USA.
Department of Hospitality and Retail Management, College of Human Sciences, Texas Tech University, Lubbock, TX, USA.
J Travel Res. 2023 Apr;62(4):907-925. doi: 10.1177/00472875221095211. Epub 2022 May 24.
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.
尽管包括酒店在内的旅游业受到了新冠疫情的重创，但很少有实证研究系统地考察其应对措施的类型和效果。为了梳理酒店行业常见的应对策略并评估其效果，我们开展了两项研究。研究1采用了一种结合演绎和归纳主题分析的混合方法，对4211篇新闻文章进行了评估。出现了五个广泛的主题：（1）收益管理，（2）危机沟通，（3）服务提供的替代方法，（4）人力资源管理，以及（5）企业社会责任。基于保护动机理论，研究2包括一项预测试、试点研究和主要实验研究，以检验几种常见应对策略的效果。结果表明，令人安心的危机沟通和无接触服务可以增强消费者信心和应对效能，从而产生积极的消费者态度和预订意愿。研究发现，危机沟通和价格折扣直接影响消费者的态度和预订意愿。
