Use numbers not words! communicating hotels’ cleaning programs for COVID-19 from the brand perspective
EntityUAM. Departamento de Financiación e Investigación Comercial
10.1016/j.ijhm.2021.102872Int.J.Hosp.Manag. 94 (2021): 102872
Funded byThis work was supported by the Spanish Ministry of Economy, Industry, and Competitiveness, Individual Grant Number: BES-2016- 078666
ProjectGobierno de España. BES-2016- 078666
SubjectsCleaning program; COVID-19; Dual-process theory; Hotel brand personality; Numerical quantifiers; Verbal quantifiers; Economía
Rights© 2021 The Authors
Esta obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-SinObraDerivada 4.0 Internacional.
After hotels in many countries were forced to close in government-imposed lockdowns during the COVID-19 pandemic, there is an inherent need to communicate how they deal with the coronavirus to motivate guests to visit. However, lack of knowledge about how to persuasively communicate about hotels’ cleaning programs for COVID-19 can challenge the industry's survival. We investigated how hotels that position their brand as a particular personality (sincere vs. exciting) could benefit from different communication styles (inclusion of numerical vs. verbal quantifiers) when presenting their COVID-19 cleaning procedures. Study 1 explored tourists’ central attitudinal responses toward hotels’ cleaning programs. Study 2 demonstrated that sincere hotel brands would benefit from using numerical and verbal quantifiers to communicate their cleaning policies, whereas exciting hotel brands would benefit only from numerical quantifiers. Our results invite hotel managers to use their brand personality positioning to influence tourists’ attitudes and intentions in a pandemic context
Google Scholar:Jiménez Barreto, Jano - Loureiro, Sandra - Braun, Erik - Sthapit, Erose - Zenker, Sebastian
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