Consuming safe hotels during the COVID-19 pandemic: the case of Spain
Author
Pérez Naranjo, Leonor
Alonso, Mercedes
Rodríguez, Maribel
Publisher
Taylor & FrancisDate
2021Subject
COVID-19Safe hotel
Motivation
Intention
Willingness to pay premium
Social exchange theory
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Since the beginning of the COVID-19 pandemic, many hotels have become safe hotels. Nevertheless, the understanding of the consumption of safe hotels is very limited. This study explores pull motivations and behaviors (intention to stay and willingness to pay premium) of potential consumers residing in Spain regarding safe hotels during the COVID-19 pandemic. Based on the social Exchange theory, this research provides greater understanding of the consumption of safe hotels, aiming to explore the impact of the new safety attributes of hotels on consumer behavior. This research reveals the significance of these new safety attributes that have emerged from the pandemic, as part of hotels recovery plans, originating new consumer segments.