Author(s)

Junjie Li ¹, Junyi Xu ¹

Affiliation(s)

¹ School of Sports and Tourism, Polus International College, Chengdu, Sichuan, China

Corresponding Author

Junyi Xu

ABSTRACT

This study investigates the influence of the Covid-19 pandemic on consumer behavior within the hotel industry in China. Due to the severe spread of the epidemic, tourism and hotel industries in various countries and regions have been devastatingly affected. Utilizing the theory of planned behavior as a theoretical framework, the research employed a questionnaire survey, receiving 435 responses, of which 205 were valid. The findings indicate that the pandemic has significantly affected hotel consumers' behavior, with primary factors including risk management, contact-less services, cleanliness, and marketing strategies. The study revealed that risk management, contact-less services, hygiene and cleanliness, and marketing approaches significantly impact consumer behavior, while perceived risk did not show a significant impact. The research suggests that hotel managers should focus on risk management training, adopt contact-less services, enhance hygiene standards, and innovate in marketing to meet post-pandemic customer needs and improve revenue. The study contributes to understanding the behavioral changes of hotel consumers during the Covid-19 crisis and offers strategic recommendations for the hotel industry's adaptation and recovery.

KEYWORDS

Perceived Risk, Risk Management, Marketing Approaches, Consumers' Behavior

CITE THIS PAPER

Junjie Li, Junyi Xu, The Impact of Covid-19 on Customers' Behavior to Hotel Industry in China. Tourism Management and Technology Economy (2024) Vol. 7: 21-28. DOI: http://dx.doi.org/10.23977/tmte.2024.070204.

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