The gloom of the COVID-19 shock in the hospitality industry: A study of consumer risk perception and adaptive belief in the dark cloud of a pandemic


As the new coronavirus (COVID-19) spreads globally, the hospitality industry is at the heart of implementing social distancing, a measure demonstrated to be effective in flattening the epidemic curve. Informed by the perceived risk theory, this research examines how the customer’s perception of the shock of the coronavirus pandemic impacts on their beliefs, and how their beliefs could influence their anticipated emotions (negative and positive) which could affect their future desire towards visiting restaurants. Structural equation modelling was used to understand the research constructs’ associations. This study provides two key suggestions: (i) that the hospitality industry is built on trust from their customers by supporting and resourcing consumers’ self-protection behaviour and adoptive belief, and (ii) that the economic influence and the continuous uncertainty and transformation of the restaurant business need the enhancement of localisation strategies, practices and performance.

Publication DOI:
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
College of Business and Social Sciences > Aston Business School
Additional Information: © 2020, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Uncontrolled Keywords: Perception of shock of disaster (Coronavirus pandemic),COVID-19,belief,anticipated emotion,future desire,perceived health risk,lockdown restriction
Last Modified: 10 Apr 2024 17:50
Date Deposited: 19 Dec 2022 15:03
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Related URLs: https://www.sci ... 278431920302693 (Publisher URL)
PURE Output Type: Article
Published Date: 2021-01
Published Online Date: 2020-11-03
Accepted Date: 2020-10-06
Authors: Foroudi, Pantea
Tabaghdehi, SAH
Marvi, Reza (ORCID Profile 0000-0002-2583-4613)



Version: Accepted Version

Access Restriction: Restricted to Repository staff only until 3 November 2025.

License: Creative Commons Attribution Non-commercial No Derivatives

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