Negative affectivity and people's return intentions to hospitality and tourism activities: The early stages of COVID-19

Abstract

The present study sought to analyze how hospitality service consumption changed during the COVID-19 pandemic. Following a national survey of U.S. consumers, the effects of customer affect were tested using regression analysis with squared values to ascertain their impact on consumer behavior. Results revealed the impact of negative customer affectivity on consumer's decisions to purchase hospitality and tourism services. More specifically, the timing, duration, and intensity of emotion affected consumer's willingness to purchase these services. Certain demographics, including age, gender, and income, impacted consumers' willingness to purchase services. The authors lay the groundwork for a behavioral-based segmentation, enabling marketers and managers to assess the consumers most likely to purchase following the pandemic and devise strategies to attract them. Finally, the authors suggest that crises can bring about temporary and permanent consumer purchase behavior changes.