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Protective Measures Against COVID-19 and their Impact on Guest Satisfaction and Behaviour Intentions: The Case of the Hotel Industry of Serbia

Author

Listed:
  • Perić Goran

    (1 Toplica Academy of Applied Studies, Department of Business Studies Blace, Republic of Serbia)

  • Dramićanin Sandra

    (2 University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Republic of Serbia)

  • Sekulić Dejan

    (3 University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Republic of Serbia)

Abstract

After drastically changing the global tourism and hospitality industry, the current pandemic made hotel companies better understand the new situation and begin to adapt to new market developments. The hotel industry has made significant advances and changes in its business to guarantee the health and safety of guests. This research aimed to examine the consequence of hotels' protective measures against the COVID-19 virus on guest attitudes about protective measures, satisfaction and behavioural intentions. Research findings indicate the protective measures versus COVID-19 utilized by hotels in Serbia positively impact guest attitude towards the measures and guest satisfaction. In contrast, the impact on behavioural intentions is not statistically significant. Additionally, guest attitude towards the measures positively affects guest satisfaction. Guest satisfaction positively affects guest behavioural intentions, while the relationship between guest attitudes and behavioural intentions is not statistically significant.

Suggested Citation

  • Perić Goran & Dramićanin Sandra & Sekulić Dejan, 2022. "Protective Measures Against COVID-19 and their Impact on Guest Satisfaction and Behaviour Intentions: The Case of the Hotel Industry of Serbia," Economic Themes, Sciendo, vol. 60(4), pages 533-549, December.
    • Handle: RePEc:vrs:ecothe:v:60:y:2022:i:4:p:533-549:n:5
    DOI: 10.2478/ethemes-2022-0029
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    References listed on IDEAS

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    More about this item

    Keywords

    protective measures; COVID-19; guest attitude; satisfaction; behavioral intentions;
    All these keywords.

    JEL classification:

    • Z31 - Other Special Topics - - Tourism Economics - - - Industry Studies
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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