The moderating effect of safety image on Guests' perceived risk and revisit intentions in luxury hotels

Abstract

AbstractThis study explores the relationship between perceived risk and intention to revisit, based on four core dimensions of the subjectively perceived risk of luxury hotel guests to hotel safety image. In particular, this study innovatively uses the four dimensions of hotel safety image as moderating variables to explore how the relationship between perceived risk and intention to revisit is affected. The results from the 573 valid questionnaires show that perceived risk has significant negative effects on revisit intention, hygiene control significantly and negatively moderates the negative relationship between perceived risk and revisit intention, and self‐service technology significantly and positively moderates the negative relationship between perceived risk and revisit intention. These results complement the application of customer perceived risk and hotel safety image in luxury hotels in the context of natural disasters and provide hotel managers with new perspectives on marketing and decision making and how to improve competitiveness.