The Role of Electronic Word of Mouth, Health Protocol, Perceived Usefulness and Perceived Enjoyment to Intention to Book of Boutique Hotel During Covid-19 Pandemic

DOI

10.2991/aebmr.k.210522.015How to use a DOI?

Keywords

Covid-19, Electronic Word of Mouth, Health Protocol, Intention to Book, Perceived Usefulness, Perceived Enjoyment

Abstract

eWOM has become an important source of additional information for customers in determining the purchase of a product or service such as a hotel. Unfortunately, Covid-19 pandemic occurred in 2020 and changed consumer behavior regarding information needs to fulfill their sense of secure to stay at hotel. Therefore, this study aims to examine the role of electronic word of mouth of boutique hotels and information on the application of health protocols on the intention to book boutique hotels during the Covid-19 pandemic by paying attention to consumer perceived usefulness and enjoyment aspects. A total of 216 responses to a survey were collected. Structural Equation Model (SEM) was used to analyze data using PLS-SEM to test the hypotheses. The results of this study is perceived usefulness and perceived enjoyment of electronic word of mouth and health protocol influence significanly to hotel booking intention. This means that it indicates that online reviews and application of health protocols are perceived as useful and fun information to use that encourages customer boutique hotel booking intentions. During this pandemic, the results also showed that customers prioritized the fulfillment of utilitarian values, namely searching for information about the hotel as a whole as perceived usefulness of hotel online reviews as an external factor in hotel management and the application of hotel health protocols as an internal factor in hotel management before stay. The managerial implication of this research encourages boutique hotel management to to provide the best service and promote the uniqueness of boutique hotels to encourage good and detail reviews and implement health protocol in order to increase boutique hotel booking intentions.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Precellina
AU  - Aswin Dewanto Hadisumarto
PY  - 2021
DA  - 2021/05/25
TI  - The Role of Electronic Word of Mouth, Health Protocol, Perceived Usefulness and Perceived Enjoyment to Intention to Book of Boutique Hotel During Covid-19 Pandemic
BT  - Proceedings of the International Conference on Business and Engineering Management (ICONBEM 2021)
PB  - Atlantis Press
SP  - 110
EP  - 117
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210522.015
DO  - 10.2991/aebmr.k.210522.015
ID  - 2021
ER  -