Abstract
This study investigates the impact of specific marketing strategies on tourist booking intentions during the COVID-19 crisis in Cyprus, aiming to understand the effectiveness of these strategies in maintaining booking intentions. The study also investigates the challenge of maintaining tourists’ booking intentions during the financial impact of COVID-19. A quantitative, non-experimental correlational study examined the existence, strength, and direction of the relationship between all-inclusive holiday packages, room discounts, and special hotel amenities and hotel accommodations as measured by intentions to select a hotel in the Cyprus hotel industry. For the purpose of this study, 161 tourists who stayed in Cyprus hotels during COVID-19 were selected. The multiple regression showed that all-inclusive holiday packages, room discounts, and special hotel facilities strongly predicted tourists’ hotel accommodation selection during COVID-19 in 2021. Monetary incentives affected travelers’ booking intentions in the Cyprus hotel market during the COVID-19 pandemic. The study shows how COVID-19 has caused hotel industry leaders to rethink tourist behavior and purchase habits. Finally, it has practical ramifications for Cyprus hotels.
Keywords
COVID-19, hotel strategies, tourists’ accommodation intentions, economic impact
ORCID Identifiers
Chrystalla Markou: https://orcid.org/0000-0002-0889-9407
Giannis Theofanous: https://orcid.org/0000-0001-9417-7410
Doros Michael: https://orcid.org/0009-0000-9291-4720
DOI
10.5038/2771-5957.3.2.1053
Recommended Citation
Markou, C., Theofanous, G., & Michael, D. (2024). Managing tourist booking intentions: A study of hotel marketing strategies during the COVID-19 crisis in Cyprus. Journal of Global Hospitality and Tourism, 3(2), 140-158. https://www.doi.org/10.5038/2771-5957.3.2.1053
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License
Included in
Business Administration, Management, and Operations Commons, Hospitality Administration and Management Commons, Tourism and Travel Commons
