Servicescape Effects on Hotel Guests’ Willingness to Pay Premiums at Different Stages of Pandemic: A Multi-Phase Study

Alei Fan (), Sheryl F. Kline, Yiran Liu and Karen Byrd
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Alei Fan: White Lodging-J.W. Marriot, Jr. School of Hospitality and Tourism Management, College of Health and Human Sciences, Purdue University, 900 Mitch Daniels Blvd, West Lafayette, IN 47907, USA
Sheryl F. Kline: Department of Hospitality and Sport Business Management, Alfred Lerner College of Business and Economics, University of Delaware, 303 Alfred Lerner Hall, Newark, DE 19716, USA
Yiran Liu: White Lodging-J.W. Marriot, Jr. School of Hospitality and Tourism Management, College of Health and Human Sciences, Purdue University, 900 Mitch Daniels Blvd, West Lafayette, IN 47907, USA
Karen Byrd: White Lodging-J.W. Marriot, Jr. School of Hospitality and Tourism Management, College of Health and Human Sciences, Purdue University, 900 Mitch Daniels Blvd, West Lafayette, IN 47907, USA

Sustainability, 2023, vol. 15, issue 21, 1-14

Abstract: Drawing on servicescape theory, this research investigates guests’ perceptions of and responses to the protection and prevention practices launched by hotels at different stages of the pandemic. The research finds that hotel guests’ general response-efficacy beliefs positively influence their perception of the effectiveness of the protection and prevention practices adopted in hotels’ physical and social servicescapes, and such positive relationships also show a significant increase from 2020 to 2021. The servicescape effects’ downstream results show that hotel guests are willing to pay premium prices for safety servicescapes manifested as protection and prevention practices implemented at the private space or related to employees. This research sheds light on servicescape theory by deconstructing the overall hotel servicescape concept into multiple dimensions, particularly in a health threat situation such as the pandemic, and empirically examining each dimension’s effects on guests’ monetary response at different timepoints. From a practical perspective, this study provides managerial insights into which servicescape dimensions warrant operational investments by hotels.

Keywords: servicescape; post-pandemic; willingness to pay premiums; response efficacy (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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