واکاوی واکنش‌های رفتاری مهمانان به مدیریت بهداشت هتل در دوران شیوع کووید-19

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری دانشکدهٔ مدیریت و علوم اجتماعی، دانشگاه آزاد اسلامی، واحد تهران شمال، تهران، ایران.

2 استادیار مدیریت بازرگانی، دانشکدهٔ مدیریت و علوم اجتماعی، دانشگاه آزاد اسلامی، واحد تهران شمال، تهران، ایران

3 دکتری جغرافیا و برنامه‌ریزی شهری، دانشکدهٔ ادبیات و علوم انسانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران

10.22034/jtd.2022.332008.2578

چکیده

در طول وضعیت همه‌گیری کووید-۱۹، تعداد کمی از مسافران حاضر به اقامت در هتل‌ها شدند. این امر هتل‌ها را ملزم کرد که استراتژی‌های بهداشتی و استانداردهای عملیاتی ایمنی خاصی را اتخاد کنند؛ چراکه برای مدیران هتل‌ها بسیار مهم است که نگرانی‌های بهداشتی مهمانان خود را در مدت همه‌گیری کووید-۱۹ برطرف کنند. ازاین‌رو، مدیریت بهداشت ازجمله استراتژی‌هایی است که هتل‌ها به‌منظور ترغیب واکنش‌های رفتاری مثبت مصرف‌کنندگان در این دوران اتخاذ کرده‌اند. پژوهش حاضر درصدد واکاوی واکنش‌های رفتاری مهمانان به مدیریت بهداشت هتل در دوران شیوع کووید-19 است. به‌منظور دستیابی به هدف پژوهش، نمونهٔ 340نفره از مهمانانی که در طی شیوع موج سوم کووید-19 در دی‌ماه و بهمن‌ماه 1399 تجربهٔ اقامت در هتل چهارستاره یا پنج‌ستاره در شهر مشهد را داشتند به‌روش دردسترس انتخاب شدند و با استفاده از پرسش‌نامهٔ آنلاین، که در شبکه‌های اجتماعی مرتبط با گردشگری و هتل‌داری توزیع شد، برای جمع‌آوری اطلاعات اقدام شد. نتایج آزمون فرضیه‌ها حاکى از آن است که ویژگی‌های بهداشتی درک‌شده توسط مهمانان هتل تأثیر مثبتی در شکل‌گیری تصویر ذهنی شناختی و عاطفی از هتل دارد. همچنین، تصویر ذهنی شناختی، در مقایسه با تصویر ذهنی عاطفی، تأثیر چشم‌گیری در ترغیب واکنش‌های رفتاری مهمانان هتل دارد. درنهایت، ویژگی‌های بهداشتی درک‌شده توسط مهمان هتل به‌طور غیرمستقیم و از طریق شکل‌دهی تصویر ذهنی شناختی و عاطفی به واکنش‌هایی رفتاری مانند تبلیغات شفاهی و قصد بازدید مجدد منجر می‌شود.

کلیدواژه‌ها


عنوان مقاله [English]

Exploration of Guests' Behavioral Responses to Hotel Hygiene Management during the COVID-19 Outbreak

نویسندگان [English]

  • Davood Ghorbanzadeh 1
  • Atena Rahehagh 2
  • Parisa Beiki 3
1 PhD student of the Faculty of Management and Social Sciences, Islamic Azad University, North Tehran Branch, Tehran, Iran.
2 Assistant Professor of Business Administration, Faculty of Management and Social Sciences, Islamic Azad University, North Tehran Branch, Tehran, Iran
3 PhD in Geography and Urban Planning, Faculty of Literature and Humanities, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
چکیده [English]

During the Covid-19 epidemic, few travelers agreed to stay in hotels. This required hotels to adopt health strategies and operational safety standards. Because hotel managers must address their guests' health concerns during the COVID-19 epidemic, hygiene management is one of the strategies hotels have adopted to encourage consumers' positive behavioral reactions during this period. The present study investigates guests' behavioral responses to hotel hygiene management during the COVID-19 outbreak. In order to achieve the purpose of the study, a sample of 340 guests who had the experience of staying in a 4 or 5-star hotel in Mashhad during the outbreak of the third wave of COVID-19 in December and February 2020 were selected by available methods. Data were collected through an online questionnaire distributed on social networks related to tourism and hotel management. The results of testing the hypotheses indicate that the hygiene characteristics perceived by hotel guests positively affect the formation of the cognitive and affective image of the hotel. Also, the cognitive image compared to the affective image has a significant effect on encouraging the behavioral reactions of hotel guests. Finally, the hygiene characteristics perceived by the hotel guest indirectly, through the formation of a cognitive and affective image, lead to behavioral reactions such as word of mouth and the revisit intention.

کلیدواژه‌ها [English]

  • Hygiene management
  • Hotel image
  • Guest behavioral responses
  • Covid-19
  • Hotel industry
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