DETERMINING FACTORS WHICH COULD AFFECT GUESTS’ WILLINGNESS TO STAY IN A HOTEL DURING THE PANDEMIC

Nicholas Wilson

Abstract


                Hotel industry had certainly become one of a few sector which had been affected by the current pandemic situation in a negative way, considering that the travel restriction policies implemented by countries all around the world had significantly reduced the number of tourists visiting and staying in Indonesia. Furthermore, the Community Activities Restrictions Enforcement policy utilized by the Indonesian government had also driven a lot of Indonesians to conduct their work, study and daily activities from inside their own home, thus reducing the number of Indonesians who travel domestically to the other cities or regions in Indonesia, which in turns also reducing the number of domestic guests staying at any hotels in Indonesia. However, many countries’ decision to lift their travel restriction policies starting from the beginning of 2022 had allowed many people to resume their travel activities to the other countries, including to Indonesia, which in turns could increase the number of both domestic and foreign guests staying in the hotels all across Indonesia. Therefore, the objective of this study was to determine the effect given by several factors, namely subjective norm and attitude, in determining people’s willingness to stay in a hotel in the middle of the pandemic situation. Conducted in Indonesia, this quantitative-survey study used questionnaires to gather all data from the respondents. Respondents were individuals’ who’ve ever stayed in any 4-star or 5-star hotels in Indonesia at least once starting from January 01st 2021. There are a total of 188 respondents who filled the questionnaire, in which, these data will later be analyzed using PLS. Based on the results of the data analyses, authors concluded that subjective norm and attitude play significant and positive role in affecting guests’ willingness to stay in the hotels in Indonesia during the pandemic.


Keywords


attitude; subjective norm; perceived room rate; willingness to stay; Indonesian hotel industry

Full Text:

PDF

References


Amoako, G. K., Dzogbenuku, R. K., & Abubakari, A. (2020). Do green knowledge and attitude influence the youth's green purchasing? theory of planned behavior. International Journal of Productivity and Performance Management, 69(8), 1609–1626. https://doi.org/10.1108/ijppm-12-2019-0595

Carrión Bósquez, N. G., & Arias-Bolzmann, L. G. (2021). Factors influencing green purchasing inconsistency of Ecuadorian millennials. British Food Journal, 124(8), 2461–2480. https://doi.org/10.1108/bfj-05-2021-0558

Cederbaum, J. A., Lee, W. J., Okine, L., Duan, L., & Lee, J. O. (2021). Using the theory of reasoned action to examine grandparent and maternal substance use on the cannabis use of children of teen mothers. Drug and Alcohol Dependence, 228, 109019. https://doi.org/10.1016/j.drugalcdep.2021.109019

Cheng, S.-C., & Kao, Y.-H. (2022). The impact of the COVID-19 pandemic on job satisfaction: A mediated moderation model using job stress and organizational resilience in the hotel industry of Taiwan. Heliyon, 8(3). https://doi.org/10.1016/j.heliyon.2022.e09134

Doane, A. N., Pearson, M. R., & Kelley, M. L. (2014). Predictors of cyberbullying perpetration among college students: An application of the theory of reasoned action. Computers in Human Behavior, 36, 154–162. https://doi.org/10.1016/j.chb.2014.03.051

Doswell, W. M., Braxter, B. J., Cha, E. S., & Kim, K. H. (2011). Testing the theory of reasoned action in explaining sexual behavior among African american young teen girls. Journal of Pediatric Nursing, 26(6). https://doi.org/10.1016/j.pedn.2011.03.007

D'Souza, C. (2022). Game meats: Consumption values, theory of planned behaviour, and the moderating role of food neophobia/neophiliac behaviour. Journal of Retailing and Consumer Services, 66, 102953. https://doi.org/10.1016/j.jretconser.2022.102953

Fisher, W. A., Kohut, T., Salisbury, C. M. A., & Salvadori, M. I. (2013). Understanding human papillomavirus vaccination intentions: Comparative utility of the theory of reasoned action and the theory of planned behavior in Vaccine Target age women and men. The Journal of Sexual Medicine, 10(10), 2455–2464. https://doi.org/10.1111/jsm.12211

Fleming, M. L., Driver, L., Sansgiry, S. S., Abughosh, S. M., Wanat, M., Sawant, R. V., Ferries, E., Reeve, K., & Todd, K. H. (2017). Physicians' intention to prescribe hydrocodone combination products after rescheduling: A theory of reasoned action approach. Research in Social and Administrative Pharmacy, 13(3), 503–512. https://doi.org/10.1016/j.sapharm.2016.07.001

Hagger, M. S., Polet, J., & Lintunen, T. (2018). The reasoned action approach applied to health behavior: Role of past behavior and tests of some key moderators using meta-analytic structural equation modeling. Social Science & Medicine, 213, 85–94. https://doi.org/10.1016/j.socscimed.2018.07.038

Hao, F., Xiao, Q., & Chon, K. (2020). Covid-19 and China’s Hotel Industry: Impacts, a disaster management framework, and post-pandemic agenda. International Journal of Hospitality Management, 90, 102636. https://doi.org/10.1016/j.ijhm.2020.102636

Henderson, C. (2022, August 6). Updated: A country-by-country guide to coronavirus reopenings. Retrieved August 13, 2022, from https://thepointsguy.com/guide/reopening-soon-a-country-by-country-guide-to-coronavirus-recovery/

Henry, H. (2020, April 2). Hotel-Hotel di Indonesia Banting Harga di Tengah Pandemi Corona Covid-19. Retrieved August 13, 2022, from https://www.liputan6.com/lifestyle/read/4217919/hotel-hotel-di-indonesia-banting-harga-di-tengah-pandemi-corona-covid-19

Jang, H.-W., & Cho, M. (2022). The relationship between Ugly Food Value and consumers’ behavioral intentions: Application of the theory of reasoned action. Journal of Hospitality and Tourism Management, 50, 259–266. https://doi.org/10.1016/j.jhtm.2022.02.009

K., S. S., T.P., T., & M.V.N., S. K. (2022). Implementing Construction Waste Management in India: An extended theory of planned behaviour approach. Environmental Technology & Innovation, 27, 102401. https://doi.org/10.1016/j.eti.2022.102401

Kim, J. J., & Han, H. (2022). Saving the hotel industry: Strategic response to the COVID-19 pandemic, Hotel Selection Analysis, and customer retention. International Journal of Hospitality Management, 102, 103163. https://doi.org/10.1016/j.ijhm.2022.103163

Liu, Y., Segev, S., & Villar, M. E. (2017). Comparing two mechanisms for green consumption: Cognitive-affect behavior vs theory of reasoned action. Journal of Consumer Marketing, 34(5), 442–454. https://doi.org/10.1108/jcm-01-2016-1688

Oehman, J. M., Babbitt, C. W., & Flynn, C. (2022). What predicts and prevents source separation of household food waste? an application of the theory of planned behavior. Resources, Conservation and Recycling, 186, 106492. https://doi.org/10.1016/j.resconrec.2022.106492

Ongsakul, V., Kajla, T., Raj, S., Khoa, T. T., & Ahmed, Z. U. (2022). Changing tourists’ preferences in the hotel industry amid covid-19 pandemic. Journal of Hospitality and Tourism Technology, 13(2), 295–313. https://doi.org/10.1108/jhtt-07-2020-0179

Oni, A. A., Oni, S., Mbarika, V., & Ayo, C. K. (2017). Empirical study of user acceptance of online political participation: Integrating civic voluntarism model and theory of reasoned action. Government Information Quarterly, 34(2), 317–328. https://doi.org/10.1016/j.giq.2017.02.003

Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134. https://doi.org/10.1016/j.jretconser.2015.11.006

Raudkivi, M. (2020). What factors predispose the intention to become a foster family in Estonia: Applying the theory of reasoned action and planned behavior? Children and Youth Services Review, 118, 105445. https://doi.org/10.1016/j.childyouth.2020.105445

Sharma, A., & Foropon, C. (2019). Green product attributes and Green Purchase Behavior. Management Decision, 57(4), 1018–1042. https://doi.org/10.1108/md-10-2018-1092

Strategi Industri Akomodasi Wisata saat Pandemi. (2021, September 4). Retrieved August 13, 2022, from https://www.kemenparekraf.go.id/ragam-pariwisata/Strategi-Industri-Akomodasi-Wisata-saat-Pandemi

Sukhu, A., & Scharff, R. (2018). Will ‘doing right’ lead to ‘doing well’? an examination of Green Behavior. Journal of Consumer Marketing, 35(2), 169–182. https://doi.org/10.1108/jcm-04-2016-1778

Troudi, H., & Bouyoucef, D. (2020). Predicting purchasing behavior of green food in Algerian context. EuroMed Journal of Business, 15(1), 1–21. https://doi.org/10.1108/emjb-03-2019-0046

Tseng, T. H., Wang, Y.-M., Lin, H.-H., Lin, S.-jeng, Wang, Y.-S., & Tsai, T.-H. (2022). Relationships between locus of control, theory of planned behavior, and cyber entrepreneurial intention: The moderating role of Cyber Entrepreneurship education. The International Journal of Management Education, 20(3), 100682. https://doi.org/10.1016/j.ijme.2022.100682

Untaru, E.-N., Ispas, A., Candrea, A. N., Luca, M., & Epuran, G. (2016). Predictors of individuals’ intention to conserve water in a lodging context: The application of an extended theory of reasoned action. International Journal of Hospitality Management, 59, 50–59. https://doi.org/10.1016/j.ijhm.2016.09.001

Vu, D. M., Ha, N. T., Ngo, T. V., Pham, H. T., & Duong, C. D. (2021). Environmental Corporate Social Responsibility Initiatives and green purchase intention: An application of the extended theory of planned behavior. Social Responsibility Journal. https://doi.org/10.1108/srj-06-2021-0220

Waris, I., & Ahmed, W. (2020). Empirical evaluation of the antecedents of energy-efficient home appliances: Application of extended theory of planned behavior. Management of Environmental Quality: An International Journal, 31(4), 915–930. https://doi.org/10.1108/meq-01-2020-0001

Wash, A., Moczygemba, L. R., Anderson, L., & Pye, T. (2022). Using the theory of planned behavior to assess Oregon Community Pharmacists’ intention to prescribe using the Formulary and Protocol Compendia. Research in Social and Administrative Pharmacy. https://doi.org/10.1016/j.sapharm.2022.07.007

Wilson, N. (2022). Price satisfaction vs product quality: Which factor has a more significant effect on customer loyalty toward Green Products? DeReMa (Development Research of Management): Jurnal Manajemen, 17(1), 1. https://doi.org/10.19166/derema.v17i1.4970

Wilson, N., Keni, K., & Tan, P. H. (2019). The effect of website design quality and service quality toward repurchase intention in the e-commerce industry: A cross-continental analysis. Gadjah Mada International Journal of Business, 21(2), 187. https://doi.org/10.22146/gamaijb.33665

Wilson, N., Keni, K., & Tan, P. H. (2021). The role of perceived usefulness and perceived ease-of-use toward satisfaction and trust which influence computer consumers’ loyalty in China. Gadjah Mada International Journal of Business, 23(3), 262. https://doi.org/10.22146/gamaijb.32106

Wu, D. (2020). Empirical study of knowledge withholding in cyberspace: Integrating Protection Motivation Theory and theory of reasoned behavior. Computers in Human Behavior, 105, 106229. https://doi.org/10.1016/j.chb.2019.106229

Xie, X., Wang, R., & Gou, Z. (2022). Incorporating motivation and execution into healthy building rating systems based on the theory of planned behaviour (TPB). Building and Environment, 222, 109452. https://doi.org/10.1016/j.buildenv.2022.109452

Yacoub, L., & ElHajjar, S. (2021). How do hotels in developing countries manage the impact of covid-19? the case of Lebanese hotels. International Journal of Contemporary Hospitality Management, 33(3), 929–948. https://doi.org/10.1108/ijchm-08-2020-0814

Yusuf, Y. (2021, August 9). PPKM Jawa-Bali Diperpanjang hingga 16 Agustus 2021. Retrieved August 13, 2022, from https://www.kominfo.go.id/content/detail/36256/ppkm-jawa-bali-diperpanjang-hingga-16-agustus-2021/0/berita

Zhou, Y., Loi, A. M.-W., Tan, G. W.-H., Lo, P.-S., & Lim, W. L. (2022). The survey dataset of the influence of theory of planned behaviour on purchase behaviour on social media. Data in Brief, 42, 108239. https://doi.org/10.1016/j.dib.2022.108239

Zhu, Y., Wen, X., Chu, M., & Sun, S. (2022). Consumers’ intention to participate in Food Safety Risk Communication: A model integrating protection motivation theory and the theory of reasoned action. Food Control, 138, 108993. https://doi.org/10.1016/j.foodcont.2022.108993




DOI: http://dx.doi.org/10.30813/fame.v5i2.3649

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Journal FAME: Journal Food and Beverage, Product and Services, Accomodation Industry, Entertainment Services