Polo-Pena, AI, Andrews, H and Torrico-J odar, J (2023) The role of health and safety protocols and brand awareness for the recovery of hotel activity following a health crisis. Journal of Hospitality and Tourism Insights. ISSN 2514-9792

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Abstract

Purpose – This paper examines whether following a health crisis the use of health and safety protocols and
hotel brand awareness influences hotel perceived value and intention to visit.
Design/methodology/approach – Using an experimental design, the study evaluates the effectiveness of the use
of health and safety protocols and the moderating effect of brand awareness on perceived value and intention to visit.
Findings – The results show that the hotels using health and safety protocols (compared to those that do not
use them) will achieve a higher perceived value and intention to visit. In addition, the awareness of brand does
not moderate the effect of the health and safety protocols on perceived value and intention to visit.
Practical implications – This research identifies mechanisms for future consideration by hotel companies to
promote the recovery of their activity after a health crisis. Specifically, using health and safety protocols will
result in the market evaluating the brand more highly and produce a greater intention to visit. At the same time,
the research indicates that regardless of whether the brand is well-known or not, the use of a health and safety
protocol is advantageous.
Originality/value – This study offers new insights that can be useful for developing a resilient hotel sector in
the face of future health crises. Specifically, the results show progress in understanding the effects that the use
of health and safety protocols and brand awareness have on key consumer variables for the recovery of the
sector in a post-pandemic context.

Item Type:	Article
Additional Information:	This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com'
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) > G149 Travel. Voyages and travels (General) > G154.9 Travel and state. Tourism
Divisions:	Doctoral Management Studies (from Sep 19)
Publisher:	Emerald
SWORD Depositor:	A Symplectic
Date Deposited:	04 Apr 2023 07:45
Last Modified:	04 Apr 2023 08:00
DOI or ID number:	10.1108/JHTI-09-2022-0413
URI:	https://researchonline.ljmu.ac.uk/id/eprint/19213

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