RISK IT BUT CONTROL IT! THE EFFECTS OF CONSUMER'S HOTELS VACATION RISK TYPES ON REPEATING THE EXPERIENCE AGAIN / ARRISQUE, MAS CONTROLE! OS EFEITOS DOS TIPOS DE RISCO DE FÉRIAS DOS HOTÉIS DO CONSUMIDOR NA REPETIÇÃO DA EXPERIÊNCIA NOVAMENTE
Abstract
The decision to spend a great holiday in Egypt relies on different factors to be analysed. As visitors increasingly rely on online customer evaluations, booking reviews, Word of Mouth, and past experiences, the risk of choosing the wrong hotel after considerable effort can ruin their holiday. The various risk associated with choosing suitable accommodation for consumers is an important area for hospitality to monitor. Unlike other industries, from risk assessment to compliance, there is no one industry standard or regulatory framework to guide methodologies in the hospitality industry. As a result, consumer risk perception and its effect on purchase behaviour are essential to tourism and hospitality business management. Hence, the study objectives were to measure the impact of various risk types associated with the hospitality industry on consumer repeat purchase behaviour. The results indicated that three types of risks significantly negatively affect the repeat purchase decisions to spend the holiday in the same hotel. Family travellers are keener on financial risk than other travellers. The study has a managerial and academic contribution to how to deal with such types of risks.
A decisão de passar umas ótimas férias no Egito depende de diversos fatores a serem analisados. À medida que os visitantes confiam cada vez mais em avaliações de clientes on-line, avaliações de reservas, boca a boca e experiências anteriores, o risco de escolher o hotel errado após um esforço considerável pode arruinar suas férias. Os vários riscos associados à escolha de acomodações adequadas para os consumidores são uma área importante para a hospitalidade monitorar. Ao contrário de outros setores, desde a avaliação de riscos até a conformidade, não há um padrão do setor ou estrutura regulatória para orientar as metodologias no setor de hospitalidade. Como resultado, a percepção de risco do consumidor e seu efeito no comportamento de compra são essenciais para a gestão de negócios de turismo e hospitalidade. Assim, os objetivos do estudo foram medir o impacto de vários tipos de risco associados ao setor de hospitalidade no comportamento de compra repetida do consumidor. Os resultados indicaram que três tipos de riscos afetam significativamente negativamente as decisões de compra repetidas para passar as férias no mesmo hotel. Viajantes em família são mais interessados em riscos financeiros do que outros viajantes. O estudo traz uma contribuição gerencial e acadêmica sobre como lidar com esses tipos de riscos.
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DOI: http://dx.doi.org/10.46827/ejmms.v7i4.1342
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