2023, VOL. 11, NO.

1, 1–12
ISSN: 2795-5044 | https://doi.org/10.34623/r58p-0t46

Reassessment of the Influence of Socio-demographic Variables on Hotel Choice

during Pandemic
Paulo Duarte 1

Cristina Estevão 2

Ana María Campón-Cerro 3

Carlos Costa 4

Adília Cabral 5

1. Faculty of Human and Social Sciences, Universidade da Beira Interior, Portugal

2. Faculty of Human and Social Sciences, Universidade da Beira Interior; NECE - Research Center in Business Sciences, Portugal
3. Universidad de Extremadura, Spain; MARKETUR; NECE-UBI, Portugal
4. University of Aveiro, Portugal
5. Escola Superior de Educação de Coimbra (ESEC), Instituto Politécnico de Coimbra, Portugal

Abstract
The hospitality and travel sector has been one of the most affected sectors by Covid-19, which has resulted in a sig-
nificant increase in the literature addressing the impact of the health crisis on tourism activities and tourists’ percep-
tions and behaviours. Traditionally, socio-demographic variables have been instrumental in understanding consum-
ers’ needs and desires. However, during the pandemic, it has been unveiled that social and economic profiles have
started to influence how tourists make decisions. Since studies on the changes in hotel choice during and after Cov-
id-19 are still scarce, this article aims to assess the influence of socio-demographic variables on hotel choice based on
data collected during the peak phase of the Covid-19 pandemic. A quantitative study was conducted using an online
questionnaire that reached an international sample of 1113 individuals. The ANOVA and the t-test analysis results
point out that socio-demographic variables under study are responsible for several differences in the evaluation of
hotels. These findings reinforce socio-demographic attributes’ capability to understand customers’ preferences and
decision-making despite the context.

Keywords
Hotel Choice, Socio-Demographic, Safety Perception, Hotel Certification, Hotel Guests’ Behaviour.

Article history
Received 22 June 2022 Accepted 15 November 2022

CORRESPONDING AUTHOR CONTACT Cristina Estêvão, cristina.estevao@ubi.pt Faculty of Human and Social Sciences, Universidade da
Beira Interior; NECE - Research Center in Business Sciences, Portugal
2 DUARTE, ESTEVÃO, CAMPÓN-CERRO, COSTA, CABRAL

1. Introduction
Marketing professionals use socio-demographic variables to get helpful information for understanding
consumers’ needs and wants and create differentiating offers for potential customers, which may vary
according to age, gender, income or even nationality (Kotler et al., 2013). Socio-demographic variables are
efficient indicators of behavioural intention development and a base to estimate the target market size.
They are also important influencers of attitudes and purchase intention and to understand the changes in
market segments to allow the creation of differentiating strategies in the hospitality sector (Lee & Hwang,
2011).
The hotel sector must innovate in management to achieve a competitive advantage. Therefore, ho-
tel managers must consider this when formulating business policies (Mártinez-López & Vargas-Sánchez,
2013). In the past, Prideaux et al. (2003) stated, and ultimately foreseen, that one of the disasters that
could affect the tourism sector would be a pandemic, perhaps caused by a new strain of influenza or
another unknown disease. Their prediction became real when Covid-19 was officially considered a global
pandemic on March 11, 2020, by the World Health Organization (World Health Organization, 2020). Pan-
demics are not new, though no previous situation reached the extent and consequences of the current
one, namely on tourism. According to (Nicola et al., 2020), with the Covid-19 outbreak, the hospitality and
travel sector was hit the hardest, facing potentially devastating consequences. The coronavirus pandemic
has had endless global implications, leading people to believe that nothing will be the same as before.
Tourism research is currently dominated by studies that evaluate the pandemic’s effects and impli-
cations and suggest measures and actions for dealing with the consequences (Sahin, 2020). Zopiatis et
al. (2021) state that research has experienced a renaissance due to the pandemic, and researchers have
found an opportunity to investigate the impact of the health crisis from diverse perspectives. The au-
thors assert that in the field of tourism marketing, the topics to be addressed in the future are related to
tourists’ expectations, perceptions, and attitudes in the post-Covid-19 era. In the same line, (Sigala, 2020)
points out topics such as tourists’ decision-making and assessments of quality or satisfaction.
To face the challenges emerging from Covid-19, hotels need updated information on customers’ con-
cerns, expectations, and requirements regarding hotel services, safety warranties, and certifications. Since
socio-demographic characteristics are valuable predictors of consumer behaviour (Wang et al., 2020), and
there is a gap in the tourism literature regarding the influence of these variables in pandemic situations,
this research aims to assess the influence of socio-demographic variables on hotel choice based on data
collected during the peak of the Covid-19 pandemic to fulfil the existing gap.

2. Literature Review
Businesses must consider the best way to create value for the target markets and develop strong, prof-
itable, and long-term relationships with their customers (Lee & Hwang, 2011). The hospitality industry
should identify valuable customers and how they evaluate the options when choosing a hotel (Choo-
richom, 2011). However, it is challenging to attract a specific group by identifying the determinants of
their preferences (Hauck William & Stanforth, 2007). The hospitality industry implements demographic
profiling to enhance its knowledge or understanding of customer demographic differences concerning
expectation and perception of quality of service (Tsiotsou & Vasioti, 2006).
Several studies relate socio-demographic characteristics, namely age, gender, income, education and
occupation, to consumers’ decision-making (Lee et al., 2012). Tefera and Migiro (2017) reveal the role of
demographics in service marketing variables; however, they have been unable to find statistically signifi-
cant differences in service quality scores between gender, age, marital status, and the type of employment
someone has. Similarly, Cetin (2014) found that none of the demographic factor groups (age, gender,
marital status, education, nationality and income) showed significant differences in hotel guests’ expec-
tation and perception levels. However, there are contradictory results. The study by Ahmad et al. (2014)
indicates that age significantly explains differences in the perception of hotel service quality. Weaver et
al. (1994) also agree that age is a distinctive demographic factor affecting destination choice, as younger
people look for fun and cheap places while older people seek comfort and safety. They indicate that tour-
 Journal of Tourism, Sustainability and Well-being 3

ists under 45 tend to seek new experiences. Older customers generally unveil higher purchasing power
than other groups and thus are more willing to pay more for some luxury offers, especially targeted to
their financial capacity (Khare, 2011). A study addressing Gen Z developed by Wiastuti and Lestari (2020)
revealed that different even inside the same age generation, there are differences in hotel preferences
associated with demographics. Younger Gen Z individuals, mainly in high school or studying for a bach-
elor’s degree, considered cleanliness the most critical attribute. Conversely, for older Gen Z individuals,
the top three hotel attributes are room comfort, cleanliness, value for money and price. Cleanliness was
considered important for Gen Z independently of the age segment and educational level.
Rubenstein et al. (2016) found a significant relationship between gender and service quality evaluation.
However, Mirzagoli and Memarian (2015) report that gender, income, employment status, occupation,
education, and marital status had no impact on customer satisfaction based on the perceived service
quality.
Shemwell and Cronin (1995) present empirical evidence that women and men differ in their approach-
es to establishing relationships with service. When applied to hotel choice and booking Karatepe and
Babakus (2015) indicate that men can be expected to place greater emphasis on the rational and cogni-
tive aspects of hotel choice. In contrast, women are more likely to make decisions based on factors that
affect them personally and maximise the interpersonal aspects of the relationships, while men focus
their preferences on the core service. In support of the previous indications, Wolf and Zhang (2016) show
that women place more value on uncertainties, time and money constraints, and decision consequences,
while men place more value on information and goals. These differences may explain male customers’
preference for resorts compared to female customers (Tran et al., 2019). In the case of gender, contra-
dictions also exist in the literature. For example, Bor et al. (2018) suggest that gender does not influence
hotel choice when considering hotel attributes. On the contrary, Meyers-Levy and Sternthal (1991) indi-
cate that women tend to be more influenced by recommendations and have higher repurchase intentions
than men.
Concerning employment, Tefera and Migiro (2017) showed that there are differences in expectation
and perception associated with employment status. The retired and semi-retired groups present lower
mean scores for expectation and perception than the employed and self-employed groups. In opposition,
Tsiotsou and Vasioti (2006) indicate that employment and family status did not affect expectation, percep-
tion and customer service satisfaction, while education and age produce significant differences in average
customer satisfaction. Less educated people are less satisfied with tourism services, while more educated
people are the most satisfied. In addition, young people are less satisfied than older people.
Household characteristics may also have an impact on hotel choice. According to Bor et al. (2018), mar-
ital status does not determine the choice of the hotel based on the type of facilities, hotel staff, value for
money, service quality, accessibility and service delivery. Nevertheless, Aziz Yuhanis et al. (2018) manifest
the wife’s power as a decision-maker in the family. The wife is positioned to decide what will be best for
the family, ensuring that all parties are satisfied during their stay at the destination. Even though studies
have shown that children are important members of family decision-making, the mother has more influ-
ence in the final decision (Lee & Collins, 2000).
The composition of the household seems to be another relevant factor. Families with children usually
have a different choice process for holidays and accommodation as children can influence the early stag-
es of decision-making regarding the date of the holidays, choice of destination, hotel and activities to be
undertaken (Gram, 2005; Bronner & de Hoog, 2008). Younger children may influence choice simply by
needing childcare or parental concern about meals (Thornton et al., 1997). Plus, the greater the number of
children and adolescents in the family, the greater the influence attributed to children in decisions about
the types of destinations, activities to develop, and the amount of money families are willing to spend
(Jenkins, 1979). Huang and Xiao (2000) suggest that income affects leisure-based tourist behaviour, espe-
cially regarding the length of holiday and accommodation services used. Since income and other factors
depend on tourists’ country of origin, the nationality of hotel guests must also be considered, as Maoz
(2007) suggested. Cultural characteristics play an important role in shaping travellers’ behaviour (Andreu
et al., 2017). Therefore, it is essential to recognise the differences in the behaviour associated with nation-
ality (Tran et al., 2019).
4 DUARTE, ESTEVÃO, CAMPÓN-CERRO, COSTA, CABRAL

Addressing the perception of travel risks, Karl et al. (2020) examined the effects of demographic factors
on tourists’ perceived risks in destination choice. They offer an integrated perspective of travel risks and
affirm that the tourist’s socio-demographic profile (gender, age, educational level and household income)
influences travel risk perceptions and decision-making. The results showed differences associated with
gender and age, and the tourists most willing to change travel plans due to perceived risks are more likely
to be women and seniors. In opposition, no statistically significant differences in educational level and
household income were found.
To sum up, the available evidence points out that different genders have different perspectives on
decision-making (Khare, 2011) and, consequently, the study of gender, age and other socio-demographic
variables can help understand the customer’s purchase intention (Chen et al., 2017). Therefore, despite
the contradictions, we can conclude that consumer attitudes are associated, to some extent, with so-
cio-demographic variables (Aluri & Palakurthi, 2011). When developing marketing campaigns, marketers
must consider several aspects, especially if the product or service involves a family decision (Lee & Collins,
2000). Therefore, it is worth understanding these variables’ role in hotel choice during a pandemic since
there is a gap in the existing literature regarding this specific context.

3. Methods
A quantitative study was developed to provide hotels with the information needed to create or adapt their
strategies to meet the several targets’ anxieties and requisites due to Covid-19. An online questionnaire
was developed to collect data globally.
Without specific and objective criteria to assess hotel guests’ anxieties, a group of tourism experts was
set up, comprising four hotel managers and the researchers who employed an adaptation of the Delphi
method to define the best approach to the problem. The process started with a list of items proposed by
each person individually covering seven critical categories previously agreed upon by the panel: (1) Finan-
cial risk, (2) Front desk digitalisation and automation, (3) Entertainment, (4) Front desk service, (5) Hygiene,
sanitation, and cleanness, (6) Hotel characteristics and space management, and (7) Food and beverage
service. The critical dimensions were defined with the help of hospitality professionals known by the re-
searchers. A list of items organised by category was compiled and later distributed among the experts.
The experts were instructed to individually evaluate each item for later discussion in online meetings. The
process took about a month to complete, and after five online meetings, the consensus was reached. The
final list of items comprising the 52 questions distributed by the seven dimensions is presented in the
appendix.
Having chosen the items, an online questionnaire was designed to collect data on the items using five-
point Likert-type scales for agreement and importance. Two questions about travel habits, one ranking
question to assess respondents’ priorities on specific hotel attributes, and a group of questions intended
to gather demographic data were included. The questionnaire was made available in four languages (Por-
tuguese, English, Spanish, and Indonesian) on May 14 2020. The questionnaire was disseminated using
multiple channels: social media pages and groups, mailing lists, and personal contacts. The questionnaire
remained active until the end of May 2020. A total of 1116 responses were collected worldwide using a
non-probabilistic convenience sample procedure. Three responses had to be deleted due to inconsisten-
cies, reducing the final sample to 1113 responses distributed as shown in Figure 1. Data analysis included
descriptive statistics, t-test for independent samples and ANOVA with post hoc tests. These statistical
methods have been extensively used in hospitality research (Rivera Manuel & Pizam, 2015). Microsoft
Power BI and SPSS 26 software were used to produce the results.
 Journal of Tourism, Sustainability and Well-being 5

Figure 1. Distribution of the Respondents

Source: Own Elaboration

4. Results

4.1 Sample Profile
The final sample includes 728 (65.4%) females and 385 (34.6%) males. The respondents were grouped
according to age under 25 (29%), 26-40 (30.4%), 41-50 (21.4%), 51-65 (19.2%). Concerning occupation, the
most represented categories are Full-time employees in the Private Sector (24.1%), Full-time employees
in the Public Sector (19.4%), and Students (23.5%), in total accounting for 66.9% of responses. A significant
percentage of the respondents hold a bachelor’s degree (42.7%), and 21% have completed a master’s de-
gree. The complete information on sample characteristics is presented in Table 1.

Table 1. Characteristics of Respondents (N=1113)

    N %       N %
Gender Marriage Status
Female 728 65,4 Single (never married) 503 45.2
Male 385 34,6 Married or cohabitating 487 43.8
Age Separated 17 1.5
18-25 323 29.0 Divorced 66 5.9
26-40 338 30.4 Widowed 10 0.9
41-50 238 21.4 Rather not say 30 2.7
51-65 214 19.2 Occupation
Education Unemployed 85 7.6
Basic Education 8 0.7 Full-time Employee in the Private Sector 268 24.1
High School 87 7.8 Full-time Employee in the Public Sector 216 19.4
Professional Degree 131 11.8 Part-time employee in the Private Sector 42 3.8
Bachelor’s Degree 475 42.7 Part-time employee in the Public Sector 26 2.3
Master’s Degree 234 21.0 Entrepreneur 73 6.6
Doctoral Degree 156 14.0 Liberal professional 65 5.8
Other 22 2.0 Unpaid family worker 21 1.9
Student 261 23.5
Retired or pre-retired 32 2.9
Trainee/Scholarship 14 1.3
            Unable to work 10 0.9
Source: Own Elaboration
6 DUARTE, ESTEVÃO, CAMPÓN-CERRO, COSTA, CABRAL

4.2 Impact of Demographics on the Evaluation of Hotels

Based on the seven critical dimensions for hotel safety evaluation, the t-test for independent samples was
computed to assess the difference between means by gender. Several One-Way ANOVA analyses were
conducted using age category, marital status, having children, education level, employment status, and
nationality as factors. In the case of nationality, only the countries with more than 50 responses (namely
Portugal, Spain, México, Indonesia, and Brazil) were considered.
The results are graphically shown in Figure 2. Each ring represents a demographic attribute, and each
slice corresponds to a single item (hotel safety variable) in a specific critical dimension. Coloured cells in-
dicate statistically significant differences at a 0.05 significance level in the variable associated with specific
levels of the corresponding demographic attribute. Due to space limitations, detailed One-Way ANOVA
and t-test tables are not reproduced but are available from the authors on request.

Figure 2. Differences in Customers’ Perception by Socio-demographic Variables

Source: Own Elaboration

The analysis of Figure 2 indicates that nationality is responsible for the highest number of differences
(43) among the hotel safety variables under study. Regarding the other demographic attributes, age ac-
counts for 30 differences, gender for 27, employment status for 25, marital status for 19, education for 16,
and finally, having children for one single difference.

5. Discussion
The results show that all the socio-demographic variables under study are responsible for differences in
the evaluation of hotel characteristics, even though to different degrees. These findings somehow explain
 Journal of Tourism, Sustainability and Well-being 7

the contradictions in the literature regarding the impact of socio-demographic variables on hotel choice.
Hospitality services are a complex product with several dimensions. Therefore, depending on the evaluat-
ed dimensions, different socio-demographic characteristics may be significant or irrelevant in explaining
hotel guests’ decision-making.
Five variables (FR01, HG01, HG09, HG11, and FBS05) appear to be more contingent on the socio-de-
mographic profile of hotel guests since they are affected by all the demographic attributes under study
except for “having children”. In opposition, the evaluation of hotel variables FD01, FD06, ET01, and FBS03
are not affected by the socio-demographic profile of respondents.
Contrary to what was expected (e.g. (Gram, 2005; Bronner & de Hoog, 2008) (Thornton et al., 1997)),
the current findings indicate that having children does not seem to be a determinant criterium for hotel
evaluation. This factor only influences the variable HC01 (Staying in a hotel with a small number of rooms
is safer), which is considered safer by parents with children aged between 4 and 11 years old. Front desk
digitalisation and automation are the dimensions where fewer differences were recorded, as only nation-
ality, employment, marital status, and age impact this dimension. Curiously, young clients (18-25, M=3.05
>26-40, M=2.74) students and single seem to be the ones considering that technologies that minimise
direct contact will decrease the trust (FD05). Indonesian and Mexican also think that digitalisation will
decrease trust.
The preference for hotels providing personalised counselling for choosing experiences at the destina-
tion (ET01) is slightly positive (M=3.64) and does differ according to demographic attributes. In turn, the
preference for hotels with entertainment in open spaces is more important for women (M=3.89), Portu-
guese (M=3.94) and Spanish (M=4.11) clients, therefore supporting the indication of the impact of gender
(e.g., (Kotler et al., 2013); Rubenstein et al. (2016)). The level of education also affects this variable, sug-
gesting that highly educated clients tend to favour events’ safety (Lee et al., 2012). In the case of front desk
service, the level of education influences the existence of differentiated entrances and exits (FDS07), with
a bachelor’s (M=3.65) given more importance than clients holding a master’s degree (M=3.32). However,
this is the only difference in the front desk service dimension. Nationality has a considerable influence in
this dimension since only the desire to be informed daily of the occupation rate, clients with Covid-19 and
hygiene and disinfection practices (FDS09) (M=3.92) do not vary across nationalities, supporting the im-
portance of nationality to explain hotel choice ((Andreu et al., 2017); (Tran et al., 2019)). Therefore, hotel
managers should adapt the service according to hotel guests’ origin (Nationality).
Gender also significantly affects the perception of front desk service, with women showing particular
concern and importance to the safety of the front desk to men. Compared to older clients, younger clients
feel more uncomfortable and upset with preventive safety measures at the front desk (FDS02, FDS04), but
what to enjoy the benefits associated with protective measures (FDS06, FDS07). These findings reinforce
previous indications by Ahmad et al. (2014) and Weaver et al. (1994) about age’s influence on hotel choice
behaviour.
Hygiene, sanitation, and cleanness are the more extensive category with 14 items. In this category,
it stands out the scepticism of hotel clients regarding the effectiveness of the Covid-19 safety certificate
(HG03) and the high level of difference in hotel guests’ opinions associated with different levels or catego-
ries of the socio-demographic variables.

6. Conclusions and Implications

The world has gone through unprecedented times and challenges, and the COVID-19 outbreak has
changed the world, notably the tourism sector. Among the lessons learnt from the pandemic is that tour-
ism will change in the future according to the socio-demographic characteristics of tourists, namely in
terms of how they start to favour some hotel profiles. This will have a major impact on the hotels’ oper-
ations. Tourists will start to choose some particular destinations and then push development to some
destinations, namely those located in low-density areas.
The current study was developed in the context of the Covid-19 pandemic and aims to shed light
on how socio-demographic variables can impact hotel choice. The novelty of the current setting made
it very difficult to find studies explicitly addressing the issues of hotel guests’ perception of safety and
8 DUARTE, ESTEVÃO, CAMPÓN-CERRO, COSTA, CABRAL

health risks, mainly at times of crisis. The literature review revealed the scarcity of articles focusing on
non-conventional contexts. Therefore, the current findings expand the existing knowledge on the impact
of socio-demographic characteristics on hotel choice in a non-normal, pandemic context regarding a set
of indicators related to perceived risks and safety measurements. The results help identify the socio-de-
mographic variables responsible for differences in the evaluation of hotel characteristics during the pan-
demic and the magnitude of their impact. In addition, as tourism is an important industry worldwide due
to its role as a source of income and socio-cultural benefits, this study offers geographically global insights
capable of being considered and applied anywhere in the world.
Concerning practical implications, hotel managers benefit from having specific information about tour-
ists’ criteria for hotel choice in the post-pandemic context to support the sector’s recovery. These findings
reinforce the capability of socio-demographic attributes to understand customers’ decisions despite the
context. In the case of Covid-19, since the assessment of hotels varies according to the demographic
profile of guests, hotel managers need to be aware of differences to develop solutions better tailored to
each segment. This conclusion is in line with Karl et al. (2020). They assert that tourism destination man-
agers can use the results of this type of study to identify the variables depicting potential risk-averse or
risk-seeking tourists. With this knowledge, marketers can develop multifaceted marketing activities and
communications plans to promote destinations among the right segments of tourists. A better knowledge
of the socio-demographic variables associated with the demands and behaviours of the different seg-
ments will improve the hotel experience.
Regarding limitations, as it was globally distributed, the global coverage of the sample can be con-
sidered a strength; however, the sample size by continent and country is not homogeneous. This could
introduce a sample bias to the extent that there are countries or continents more and less represented,
which could lead to cultural bias, which is a limitation when assessing the results. A non-probabilistic con-
venience sampling method was used to collect data, limiting the generalisation of the findings.
Concerning the future research lines, studies on the impacts of Covid-19 in the travel industry should
continue to offer strategic tools for helping the sector recover. The marketing strategy base is knowing the
tourists’ needs and desires. Thus, in this new context triggered by the health crisis, examining the impact
of other variables, such as those related to lifestyle, would be appropriate. Research may also focus on
the role of socio-demographic variables as moderators in analysing the relationships between other vari-
ables involved in hotel choice and behavioural intentions. Studies with international samples are needed
to identify the power of cultural differences in a detailed cross-cultural analysis, considering that in this
study, nationality is responsible for the highest number of differences among the hotel safety variables
under study.

Acknowledgements
The authors thank NECE – Research Centre in Business Sciences, funded by the Multiannual Fund-
ing Programme of R&D Centres of FCT – Fundação para a Ciência e a Tecnologia, under the project
UIDB/04630/2020.

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ORCID
Paulo Duarte https://orcid.org/0000-0001-8449-5474
Cristina Estevão https://orcid.org/0000-0002-2991-9139
Ana María Campón-Cerro https://orcid.org/0000-0001-7694-6087
Carlos Costa https://orcid.org/0000-0002-0089-6930
Adília Cabral https://orcid.org/0000-0003-4534-2592

Notes on contributors
Paulo Duarte holds a PhD in Management and is an Associate Professor at the Faculty of Human and Social Sciences,
Universidade da Beira Interior. He heads the MSc in Marketing and is Vice-Coordinator for Marketing and Human
Resources at NECE - Research Centre in Business Sciences. His research interests include consumer behaviour, the
intersection between psychology and marketing, namely consumer and buying behaviour, sustainable consumer be-
haviour, satisfaction, and branding across sectors and industries, particularly in tourism, fashion, healthcare, higher
education and electronic markets, both offline and online.
Cristina Estevão is an Assistant Professor at the University of Beira Interior, Faculty of Human and Social Sciences,
Universidade da Beira Interior. She holds a PhD in Management and a post-doctorate in Tourism. She is a research-
er at the NECE - Research Center in Business Sciences, and her research areas are Management, Competitiveness,
Marketin,g and Strategy applied to the Tourism sector. He has already published a book in the field of Tourism, some
book chapters, and several national and international scientific articles.
Ana María Campón-Cerro is Profesor Titular de Universidad at the Facultad de Empresa, Finanzas y Turismo, Uni-
versidad de Extremadura. She holds a PhD by Universidad de Extremadura, Departamento de Dirección de Empre-
sas y Sociología, Área de Comercialización e Investigación de Mercados, member of Grupo de Investigación Market-
ing y Gestión Turística, MARKETUR, Universidad de Extremadura (Spain), member of Núcleo de Estudos em Ciências
Empresariais, NECE-UBI, Universidade da Beira Interior (Portugal).
 Journal of Tourism, Sustainability and Well-being 11

Carlos Costa is a Full Professor, Head of the Department of Economics, Management Industrial Engineering and
Tourism (DEGEIT) of the University of Aveiro. He is the head of the Tourism Research Group of the Research Center
in Governance, Competitiveness and Public Policies (GOVCOPP) and the leader of the PhD Tourism Programme of
the University of Aveiro. He is also Editor of the Journal of Tourism & Development (Revista de Turismo e Desenvolvi-
mento) 
Adília Cabral is Associate Professor at the Escola Superior de Educação de Coimbra (ESEC), Instituto Politécnico de
Coimbra, Rua Dom João III – Solum, 3030-329 Coimbra, Portugal.

Appendix
Indicator Description
Financial risk
FR01 I only book if I am assured that I can change the reservation at any time
FR02 I do not mind paying extra for pandemic insurance when I am booking.
FR03 I attach more importance to ensuring Covid-19’s prevention conditions than to the price
FR04 For me, it is very important that hotels offer free health and personal accident insurance
I would give preference to hotels that allow the extension of the stay at reduced prices if it is impossible to
FR05
continue the trip.
FR06 A higher price corresponds to higher health quality
Front desk automation
FD01 New technological ways of customer service will negatively affect service personalisation
FD02 New technological ways of customer service can positively increase service satisfaction
FD03 Being attended by digital assistants will compromise my satisfaction with the service
FD04 I only choose hotels with qualified staff capable of responding to situations of anxiety in case of crisis
FD05 Technologies that minimise direct contact will decrease the trust
FD06 Digital technologies in hotels will prevent the creation of empathy with the client
Entertainment
ET01 I prefer hotels that offer personalised counselling in choice of experiences at the destination
ET02 I prefer hotels with entertainment in open spaces, without agglomerations
Front desk safety
FDS01 At the reception, it is important to ensure health safety conditions
FDS02 The temperature measurement at the time of arrival will make me feel uncomfortable
FDS03 I prefer to have a personalised service to minimise the risk of contagion from Covid-19
FDS04 I get upset if attended by employees with mask/visor and gloves
FDS05 The digitisation of the hotel service is vital to ensure the customer’s confidence regarding Covid-19
FDS06 Be able to check-in and out by appointment
FDS07 Having differentiated entrances and exits for customers
FDS08 Being serviced by appropriately uniformed employees with mask/visor and gloves
FDS09 Be informed daily of the occupation rate, clients with Covid-19 and hygiene and disinfection practices
12 DUARTE, ESTEVÃO, CAMPÓN-CERRO, COSTA, CABRAL

Indicator Description
Hygiene, sanitation and cleanness
HG01 Hotels should only reopen if they meet all hygienic conditions to avoid contamination
HG02 I trust hotel safety against the risk of contagion
HG03 The Covid-19 certification ensures that there is no risk of contagion.
HG04 Health entity certifications reinforce the degree of trust when selecting the hotel
HG05 In hotels, there are always risks resulting from deficiencies in the hygiene of the rooms
In hotel stays, there is always a health risk associated with the poor hygiene of the common and service
HG06
areas
HG07 Hotel chains have stricter health safety policies
HG08 Hotel chains have a greater ability to react to dangerous situations such as pandemics
HG09 Hotels adopt a responsible behaviour towards the risk of contagion
HG10 Hotels periodically close for general sanitisation and disinfection
HG11 The Safety and health practices in hotel choice
HG12 Promote Online Check-In and Check-out to avoid agglomeration
HG13 Offer masks, disinfectant gel and gloves in rooms
HG14 Favouring hotels that have special agreements with local healthcare units
Hotel characteristics, space management
HC01 Staying in a hotel with a small number of rooms is safer
HC02 Rural accommodations and isolated units will be preferred over large hotels
HC03 I prefer a large hotel
HC04 I prefer a higher-class hotel
HC05 It bothers me that some services are not available to minimise the risk of contagion.
HC06 Hotels have the infrastructure to ensure physical and psychological comfort in case of quarantine
HC07 Hotels ensure safety distance in common spaces
HC08 Hotels with a limited number of clients in common spaces
Food and beverage services
FBS01 Because of the pandemic, I have become more sensitive to food security issues
FBS02 The meals should not be served in a buffet
FBS03 I feel more confident in hotels that have kitchnet/kitchen where I can prepare/take meals
FBS04 Because of the Covid-19, the room service is safer.
FBS05 Meals being served in reduced capacity locations
FBS06 The meals being served by appointment
FBS07   Having an option for take-away meals provided by the Hotel kitchen