The present study sought to analyze how hospitality service consumption changed during the COVID-19 pandemic. Following a national survey of U.S. consumers, the effects of customer affect were tested using regression analysis with squared values to ascertain their impact on consumer behavior. Results revealed the impact of negative customer affectivity on consumer's decisions to purchase hospitality and tourism services. More specifically, the timing, duration, and intensity of emotion affected consumer's willingness to purchase these services. Certain demographics, including age, gender, and income, impacted consumers' willingness to purchase services. The authors lay the groundwork for a behavioral-based segmentation, enabling marketers and managers to assess the consumers most likely to purchase following the pandemic and devise strategies to attract them. Finally, the authors suggest that crises can bring about temporary and permanent consumer purchase behavior changes.

本研究试图分析在 COVID-19 大流行期间酒店服务消费的变化。在对美国消费者进行全国调查之后，使用平方值回归分析来测试客户影响的影响，以确定它们对消费者行为的影响。结果揭示了负面客户情感对消费者购买酒店和旅游服务的决定的影响。更具体地说，情绪的时间、持续时间和强度会影响消费者购买这些服务的意愿。某些人口统计数据，包括年龄、性别和收入，会影响消费者购买服务的意愿。作者为基于行为的分割奠定了基础，使营销人员和管理人员能够评估大流行后最有可能购买的消费者，并制定吸引他们的策略。最后，作者认为危机可以带来暂时和永久的消费者购买行为改变。