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The COVID-19 pandemic has had detrimental impacts on hospitality businesses. Drawing on protection motivation theory (PMT), this study investigated what determined customer hesitation to patronize restaurants and hotels and whether such hesitation underwent changes in the duration of the pandemic. The research model was tested using three sets of survey data collected in December 2020 (n = 826), February 2021 (n = 832) and April 2021 (n = 808). The study found that expected COVID-19 safety precautions, COVID-19 risk avoidance, and demographic factors predicted customers’ hesitation to visit restaurant/hotel. The analysis also showed significant shifts in how expectations about safety precautions, risk avoidance, and demographics affected customers’ visit hesitation over time. These findings provide critical insights to restaurant and hotel managers and destination marketers. To ensure that customers feel safe and confident in visiting hotels and restaurants, managers should implement the recommended safety measures and clearly communicate the implementation of these measures to customers.

journal of hospitality marketing and management

Evolving effects of COVID-19 safety precaution expectations, risk avoidance, and socio-demographics factors on customer hesitation toward patronizing restaurants and hotels