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How does a hotel’s hygiene protocol quality trigger guests’ revisit intention during the pandemic? Evidence from Chinese guests

Md. Tariqul Islam (School of Business and Economics, Universiti Putra Malaysia, Serdang, Malaysia)
Uma Pandey (School of Hotel Management and Tourism, Lovely Professional University, Phagwara, India)
Satyajit Sinha (Kangsabati Agri Adventure Park, Kharagpur, India)
Siti Rahayu Hussin (School of Business and Economics, Universiti Putra Malaysia, Serdang, Malaysia)

International Journal of Tourism Cities

ISSN: 2056-5607

Article publication date: 2 February 2023

Issue publication date: 30 May 2024

250

Abstract

Purpose

Based on the Stimulus-Organism-Response Model, this study aims to investigate how the intention of Chinese guests to revisit a hotel (response) is triggered by the quality of the hotel’s hygiene protocols (stimulus) during the pandemic. Brand image, perceived guest satisfaction and perceived customer trust were examined as the organism factors in this model.

Design/methodology/approach

The quantitative method was adopted to collect data via a structured online survey of 385 Chinese hotel guests. Their responses were analyzed using SPSS (v.26) and SmartPLS (3.3.2) software.

Findings

The quality of hotel hygiene protocols was found to have a significant impact on hotel brand image, perceived guest satisfaction and perceived guest trust. Hotel brand image, perceived guest satisfaction and perceived guest trust, in turn, demonstrated significant relationships with guests’ revisit intention.

Research limitations/implications

Theoretically, the present study offers a framework to understand the impact of hotel hygiene protocols on guest revisit intention. Practically, the findings of the study encourage industry practitioners to implement proper safety protocols and standard operating procedures related to COVID-19.

Originality/value

Since the beginning of the pandemic, hotel hygiene standards have become a key concern for guests. The current study provides important and meaningful insights into whether and how hotel hygiene quality promotes guest revisit intention.

Keywords

Citation

Islam, M.T., Pandey, U., Sinha, S. and Hussin, S.R. (2024), "How does a hotel’s hygiene protocol quality trigger guests’ revisit intention during the pandemic? Evidence from Chinese guests", International Journal of Tourism Cities, Vol. 10 No. 2, pp. 405-425. https://doi.org/10.1108/IJTC-05-2022-0144

Publisher

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Emerald Publishing Limited

Copyright © 2023, International Tourism Studies Association

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