What Safety and Security Measures Really Matter in the Post-COVID Recovery of the Hospitality Industry? An Analysis of the Visitor’s Intention to Return in Spain

Pilar Jiménez-Medina, José Miguel Navarro-Azorín, Clara Cubillas-Para and Andrés Artal-Tur
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Pilar Jiménez-Medina: Department of Business Economics, Technical University of Cartagena, 30202 Cartagena, Spain
José Miguel Navarro-Azorín: Department of Economics, Accounting and Finance, Technical University of Cartagena, 30202 Cartagena, Spain
Clara Cubillas-Para: Department of Business Economics, Technical University of Cartagena, 30202 Cartagena, Spain
Andrés Artal-Tur: Department of Economics, Accounting and Finance, Technical University of Cartagena, 30202 Cartagena, Spain

Tourism and Hospitality, 2022, vol. 3, issue 3, 1-12

Abstract: In times of COVID-19, trust in safety and security measures in the hospitality industry has become a key variable for destination management and recovery; but what are the main measures that should be applied to ensure visitors’ confidence? This paper seeks to understand and identify the main tools proving efficient in ensuring the return of visitors. With this aim, the perception of tourists visiting the Region of Murcia (Spain) during 2021 is analyzed. Main results state that the adoption of anti-COVID measures by establishments positively influences user’s satisfaction and their intention to repeat. Moreover, disinfection and hygienic measures along with capacity restrictions are identified as the preferred measures. Visitors were also asked about how new technology measures recently developed by the industry could influence their intention to return. Results show that those aimed at monitoring air quality and cleaning and disinfection of spaces are crucial. These findings contribute relevant recommendations for the hospitality industry and destination managers in a post-COVID horizon.

Keywords: confidence; anti-COVID measures; safety and security; hospitality industry; intention to return; post-pandemic horizon (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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