Authors: Mengqing Wang*, Arizona State University, Xiao Xiao, Arizona State University
Topics: Tourism Geography
Keywords: COVID-19, hotel price preference, theory of planned behavior.
Session Type: Virtual Paper
Start / End Time: 4:40 PM / 5:55 PM
Room: Virtual 5
Presentation File: No File Uploaded
The outbreak of COVID-19 is projected to change the tourism and hospitality industries dramatically. Currently, tourism research on customers’ consuming intentions on hotel service and products after the emergency public health event remains scant. Besides, there is little literature about the significant factors that affect tourists’ preference for pricing in the travel after public health crisis (COVID-19). This paper investigates the preferences on the hotel prices among three different income-groups (lower, same and higher salary compared with before) under the impact of the COVID pandemic. By using an online questionnaire survey, this paper aims at uncovering the change of price preferences towards hotels after the outbreak of COVID-19 in China and identify the factors (attitude, subjective norm, and perceived behavior control) influencing tourists’ consumption intentions for hotels after the pandemic through the theory of planned behavior (TPB). Study findings suggest that residents with increased income have a higher level of consuming intentions on hotels with higher prices after the pandemic than their previous consuming level. Moreover, attitude and subjective norm have positive effects on the consuming intention of hotels, while perceived behavior control and socio-demographic factors have no significant impacts on consuming intentions after the COVID-19 pandemic. Study findings provide insights to hotel managers to design desirable hotel products satisfying consumers’ price preferences in the post-pandemic.