Change in guest behavior during the COVID-19 pandemic : Research study of health spa hotels in Slovakia

Sammanfattning: The global tourism and hotel industry have been among the fastest-growing sectors for years. However, the global pandemic of COVID-19 caused extreme disruption and changed the situation all around the globe. The global COVID-19 pandemic did not only leave an imprint on economic sectors all over the world but also caused changes in the everyday lives of people. Implemented travel restrictions and self-isolation have resulted in workforce reductions in all economic sectors and job losses impacting individuals, organizations, and countries globally. With regard to the hotel industry, the crisis has led to an immense number of cancellations and a loss of foreign clientele. The situation has altered and the behavior of guests has changed accordingly. This research aims to investigate the impact of the COVID-19 pandemic on guest behavior and its consequences. To achieve this aim, a mixed methods research approach consisting of 2 stages of empirical study is employed. The qualitative method in the form of email interviews was aimed at the hotel staff of 5 chosen health spa hotels in Slovakia where 9 employees were asked questions about the impact of COVID-19 on the hotel industry and guest behavior from a hotel employee’s perspective. The collected data were analyzed by using thematic analysis. The quantitative method was used to investigate the impact of the global pandemic from hotel guests’ points of view themselves. The second part of the research therefore involves 100 participants of an online survey about guest behavior during the pandemic, change in values and behavior patterns. The findings proved that there is a significant change in guest behavior induced by the COVID-19 pandemic and its consequences. Furthermore, the aftermath of adopted behaviors has been identified, including the change in the booking process, difficulties in rules compliance, and main differences in hotel stays before and during the pandemic.