How do COVID-19 preventive measures build corporate reputation: focus on the hospitality industry in Tanzania
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Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Emerald Publishing Limited
Abstract
Purpose: The study investigated the strategic contribution of COVID-19 preventive measures in building corporate reputation in the hospitality industry when mediated with ethical branding.
Design/methodology/approach: The hypothesized model was developed and tested using a cross-sectional research design among 404 customers of hospitality organizations (i.e. hotels and restaurants). The collected data were analyzed quantitatively using structural equation modeling.
Findings: The results showed that COVID-19 preventive measures are important drivers in building or rebuilding corporate reputation during and after the COVID-19 pandemic. The study also showed that ethical branding acts as a mediator between COVID-19 preventive measures and corporate reputation.
Research limitations/implications: The study used a nonprobability sampling technique, i.e. convenience sampling and a cross-sectional survey research design. It is therefore necessary to be careful when generalizing the findings.
Practical implications: The study recommends that managers in hospitality organizations should ensure proper and effective compliance with COVID-19 preventive measures during service delivery. Among others, the study highlighted areas for further study to include an investigation using a longitudinal approach to observe behavioral changes toward COVID-19 preventive measures and their consequences on the overall corporate reputation of the hospitality industry. This recommendation is based on the fact that, currently, new cases and mortality rates have decreased considerably. As a result, customers in the hospitality industry have started to have different opinions about complying with COVID-19 preventive measures.
Originality/value: The study is among new endeavors to investigate drivers that can rebuild and sustain the corporate reputation of hospitality organizations during a pandemic like COVID-19.
Description
Full Text Article. Also available at: 10.1108/IHR-05-2022-0027
Keywords
COVID-19, COVID-19 preventive measures, Ethical branding, Corporate reputation, Hospitality industry, COVID-19 pandemic, Hospitality organizations
Citation
Amani, D. (2023). How do COVID-19 preventive measures build corporate reputation: focus on the hospitality industry in Tanzania. International Hospitality Review. doi:10.1108/IHR-05-2022-0027