The gloom of the COVID-19 shock in the hospitality industry: A study of consumer risk perception and adaptive belief in the dark cloud of a pandemic

Pantea Foroudi , SAH Tabaghdehi, Reza Marvi

Research output: Contribution to journalArticlepeer-review

Abstract

As the new coronavirus (COVID-19) spreads globally, the hospitality industry is at the heart of implementing social distancing, a measure demonstrated to be effective in flattening the epidemic curve. Informed by the perceived risk theory, this research examines how the customer’s perception of the shock of the coronavirus pandemic impacts on their beliefs, and how their beliefs could influence their anticipated emotions (negative and positive) which could affect their future desire towards visiting restaurants. Structural equation modelling was used to understand the research constructs’ associations. This study provides two key suggestions: (i) that the hospitality industry is built on trust from their customers by supporting and resourcing consumers’ self-protection behaviour and adoptive belief, and (ii) that the economic influence and the continuous uncertainty and transformation of the restaurant business need the enhancement of localisation strategies, practices and performance.

Original languageEnglish
Article number102717
Number of pages30
JournalInternational Journal of Hospitality Management
Volume92
Early online date3 Nov 2020
DOIs
Publication statusPublished - Jan 2021

Bibliographical note

© 2020, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/.

Keywords

  • Perception of shock of disaster (Coronavirus pandemic)
  • COVID-19
  • belief
  • anticipated emotion
  • future desire
  • perceived health risk
  • lockdown restriction

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