Based on protection motivation theory (PMT), this study conceptualizes a research framework to explain and examine customer intentions regarding hotel stays during the COVID-19 pandemic. Data were collected from 700 U.S. consumers via a crowdsourcing website in July 2020. Structural equation modeling was used to analyze the collected data for testing proposed hypotheses. The analytical results showed that the level of threat perceived by customers significantly reduced their intention to stay at a hotel. On the contrary, individual customer response efficacy significantly enhanced their intention to stay at a hotel. Additionally, both government and social trust, as well as hotel response efficacy, were found to significantly increase hotel stay intention by mediating the effects of threat perception and individual response efficacy. To the best of our knowledge, this study is one of the first attempts to apply PMT to explain customer hotel stay intentions during the COVID-19 pandemic.

基于保护动机理论 (PMT)，本研究概念化了一个研究框架，以解释和检查客户在 COVID-19 大流行期间入住酒店的意图。数据于 2020 年 7 月通过众包网站从 700 名美国消费者那里收集。结构方程模型用于分析收集的数据以检验提出的假设。分析结果表明，客户感知到的威胁程度显着降低了他们入住酒店的意愿。相反，单个客户的响应效率显着增强了他们入住酒店的意愿。此外，政府和社会信任以及酒店响应效率被发现可以通过调解威胁感知和个人响应效率的影响来显着提高酒店入住意愿。