ABSTRACT

The COVID-19 pandemic adversely impacted the hospitality industry. The current study explored potential factors (i.e. cleanliness, location, room, service, and value) influencing guests’ hotel recommendations before the shutdown of hotels due to COVID-19 and after the reopening of hotels. This study employed secondary data and random forest analysis to test the hypotheses. The results indicated that before COVID-19, the value factor had the most significant effect on a guest’s willingness to recommend, followed by service, cleanliness, room, and location. A year after the shutdown period, the value factor still had the most significant effect, followed by service, room, and cleanliness, while location had an insignificant effect. Hotel managers can utilize the findings to create new strategies to attract guests and allocate resources to better address guests’ evolving expectations.

摘要

COVID-19 大流行对酒店业产生了不利影响。当前的研究探讨了在酒店因 COVID-19 关闭之前和酒店重新开业之后影响客人酒店推荐的潜在因素（即清洁度、位置、房间、服务和价值）。本研究采用二手数据和随机森林分析来检验假设。结果表明，在 COVID-19 之前，价值因素对客人的推荐意愿影响最显着，其次是服务、清洁度、房间和位置。关闭期一年后，价值因素的影响仍然最显着，其次是服务、房间和清洁度，而位置的影响不显着。