Promoting the Sustainable Recovery of Hospitality in the Post-Pandemic Era: A Comparative Study to Optimize the Servicescapes

Abstract

As COVID-19 spread throughout the world, the hospitality and tourism sectors were hard hit as no other industry. For this reason, the UNWTO developed the One Planet Vision as a response to a sustainable recovery of the tourism sector. At present, when people are starting to travel and stay at hotels again, it is important to analyze what their expectations are of hotels to move forward in the post-pandemic era. For instance, empirical research has been developed to examine people’s sentiments toward servicescapes, and a comparative study is presented between 2020 and 2022. Findings contribute to the research by identifying new servicescape attributes during a health crisis. These also lead to practical implications by proposing a scale to evaluate customers’ perceptions and to increase their wellbeing and resilience. The current research is one of the first studies to collaborate with the One Planet Vision by empirically proposing improvements in the servicescapes of hotels for a responsible recovery.