An investigation of underlying dimensions of customers' perceptions of a safe hotel in the COVID-19 era: effects of those perceptions on hotel selection behavior

This study focuses on the guests' perceptions of a safe hotel within the context of COVID-19. Based on the principles of the Social Exchange Theory, it (1) explores the underlying dimensions of a safe hotel image in the COVID-19 era, and (2) evaluates the relationships of these dimensions with future hotel guests' selection behaviors. The data were gathered from a sample of 500 hotel guests via an online survey instrument. A purposive sampling method was employed. Factor analysis and multiple regression analysis were carried out. Four dimensions were distinguished: Medical Preparedness, Hygiene Control, Health Communication, and Self-service Technology. Findings revealed significant influence of these dimensions on hotel selection behaviors. Hygiene control was found to be the most important predictor for future hotel selection behaviors. These findings provide critical strategic recommendations to help hoteliers assure and project a safe hotel image in the COVID-19 era.