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

As the novel coronavirus (COVID-19) spreads globally, the hospitality industry as 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 coronavirus pandemic impacts on their belief and how their beliefs could influence their anticipated emotion (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 three key implications (i) by categorizing incorporation of the restaurant business’s future desire for the hospitality sector and from the generalize key recommendations for future research. (ii) The hospitality industry requires to build on trust with their customers by supporting and resourcing consumer’s self-protection behaviour and adoptive belief. (iii) The economic influence and the continuous uncertainty and transformation of the restaurant businesses need the application of advanced localisation strategies, practices and performance.

© 2020. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/