Exploring factors affecting customer trust in social distancing technology and impact on hotel booking intentions

Abstract

The outbreak of COVID-19 in 2019 has posed an unprecedented threat to the global economy. Due to the pandemic, the hotel industry has undergone fundamental changes. In particular, social distancing technology (SDT) has become an indispensable tool in this industry and has played a vital role in its recovery. This study explores the factors that affect customer trust in using SDT in hotels during COVID-19 and how this trust affects their booking intention. The research uses social exchange theory (SET) as the theoretical basis and measures the benefits and perceived risks of using SDT through the benefit-risk method. In addition, the technology acceptance model (TAM) is introduced, and two attributes are added: perceived ease of use and perceived usefulness. A total of 437 questionnaires were distributed, of which 405 were valid. Research results show that benefits, perceived usefulness, and perceived ease of use positively affect trust in SDT, while privacy concerns have a negative impact. Health risks and social rewards are not directly related to trust in SDT.This study provides ideas for future research on the health aspects of SDT by studying the benefits and health risks brought about by its use. For relevant practitioners, hotels should reasonably incorporate SDT into their daily operations and conduct regular disinfection to reduce the risks caused by direct and indirect contact to protect the lives and health of both customers and workers.

Keywords

• COVID-19
• social distancing technology (SDT)
• trust
• booking intention
• technology acceptance model (TAM)