The effect of a hotel's star-rating-based expectations of safety from the pandemic on during-stay experiences

Abstract

As a result of the COVID-19 pandemic, safety is one of the top priorities for travellers when choosing a hotel. This work examines the effect of customers’ pre-stay expectations of a hotel about its safety-focused services, shaped through its official star-rating, on the during-stay confirmation of those expectations, satisfaction, and revisit intentions. A cross-sectional research design is used spanning temporally from the pre-stay to the during-stay phases. The pre-stay phase was the peak COVID-19 period in India (June–July 2021) to stimulate the safety concerns in the travellers planning their travel, while the during-stay phase was when the planned travel was undertaken with the traveller staying at the planned hotel (October 2021–January 2022). Data were collected from 452 customers and the results supported the proposed model. Further, the star-rating, as a signal for safety-focused services, was found to have a serial effect on revisit intentions, through the pre-stay expectations of safety services, and the during-stay confirmation of expectations and satisfaction.