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  • The Impact of Destination Risks, Tourist Attributes and Hotel Safety Measures on Booking Intention in the Recent Pandemic

The Impact of Destination Risks, Tourist Attributes and Hotel Safety Measures on Booking Intention in the Recent Pandemic

Student: Tiunina Iuliia

Supervisor: Ekaterina V. Buzulukova

Faculty: Graduate School of Business

Educational Programme: Experience Economy: Hospitality and Tourism Management (Master)

Year of Graduation: 2021

Covid-19 has extremely influence tourism and hospitality industry. Closed borders ans travel restrictions resulted in drop of international arrivals that in turn led to low or even zero occupancy in hotels. At the moment, the industry is not fully recovered - occupancy in hotels has not yet returned to its previous values. However, tourists still have the opportunity to travel and stay in hotels within the permitted and / or possible for health reasons regions and countries.Thus, the question is what and how affests tourists to book a hotel currently. In the research we explore three groups of factors: destination risks (dynamic and number of Covid-infected in the region); health safety measures (face-to-face contact and disinfection and cleanliness) and tourist attributes (sociodemographic and travel profile). The research goal is to identify the impact of these factors on perceived health risk and hotel booking intention of tourists. To reach the goal quantitative method in the form of an online questionnaire was used. All in all, 502 respondents completed the survey. The collected data was analyzed in IBM SPSS Statistics using factor and cluster analysis, ANOVA, and mediation analysis. We revealed that destination risks and face-to-face contact have a positive influence on perceived health risk that is negatively related to booking intention. In addition, we detected clusters of respondents and their susceptibility to perceived health risk. The obtained results will be useful for hotel managers to create recovery marketing strategies stimulating tourists’ booking intentions.

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