CUSTOMER BEHAVIOR OF TOURISTS IN MIDST PANDEMIC AND ITS ADMINISTRATION FROM HUMAN RESOURCES DEPARTMENT OF HOTEL ENTREPRENEURSHIPS

CUSTOMER BEHAVIOR OF TOURISTS IN MIDST PANDEMIC AND ITS ADMINISTRATION FROM HUMAN RESOURCES DEPARTMENT OF HOTEL ENTREPRENEURSHIPS

Georgia Kyritsi, University of West Attica

Ioulia Lazoura, University of West Attica

Sergopoulos Konstantinos, University of West Attica

Nikolaidis Nikolaos, University of West Attica

Introduction

The pandemic revealed an opportunity for different and more authentic experiences, and it should be thought about the future of tourism and the sensitive links between tourism and the environment on achieving a sustainable tourism model.The global spread of pandemic Covid-19 has affected both the social and economic life of people and business activity internationally. It is considered one of the most difficult trials in the history of modern humanity (WEF, 2020). The pandemic has brought about dramatic changes in the way people live and the way society works in general. People’s daily lives have changed radically in the way they communicate, work, behave and travel (Huen,2020). The psychological needs of tourists, their consumption and their satisfaction come in a different context with the main issue of their health safety.

The pandemic and the imposition of sanitary measures are causing a huge change in the consumer psychology and behavior of tourists. It is likely that the consumption pattern of tourists will diversify and there will be a greater demand for individual travel, health tourism and wellness travel.

Employees in tourism businesses have encountered with many difficulties from sharp declines to their income to anxiety and frustration for their own safety and health. People lost the sense of security to travel due to strong and extensive infections of covid 19 pandemic.

It is rather challenging for managers to run their businesses paying attention to the health protocols applied as well as safety on both parties, staff and customers.

Taking into consideration the psychological factor we should mention how difficult would be for individuals to think their prosperity and growth in the process of human evolution under the negative status that this pandemic has created. During the unprecedented period of this pandemic tourism companies need to focus on improving employee psychological state in accordance with the customer well being (Laloumis, 2014)

We should consider that this psychological factor would actually lead us to return to normality more quickly. The temporary nature of the situation faced should always be referred to help people involved feel that abnormalities are going to be over. Optimistic views that the tourism industry has a bright future need to be communicated to both staff and guests.

Theoretical Framework

It is a well-known fact how tourism industries are distributing welfare to society including employees, customers, local communities and authorities and how this factor influences employees’ attitudes. (Flammer & Luo, 2017; Su & Swanson, 2019; Supanti & Butcher, 2019).

According to research by INSETE (INSETE, 2020) the pandemic caused a major financial crisis affecting the family financial situation in more than 60% of the general population and in some cases the percentage will exceed 90%. Consumers have greatly reduced their travel and vacation spending compared to other services and goods.

Dealing with the pandemic means giving people the necessary support to strengthen the feeling of safety.

Understanding the consumer behavior of tourists is more complex and will be shaped by new factors due to the pandemic. The psychology of tourists is burdened with insecurity and fear and the introduction of sanitary measures to prevent its spread, leads to a new model of behavior, focusing primarily on ensuring safety and avoiding crowded places.

The way of searching and buying tourist goods and services will be carried out mainly through the internet very thoroughly.

The model of mass tourism is expected to be reduced and the model of individual holidays would be strongly developed.

The individual and consumer behavior of tourists will focus on issues of hygiene, disinfection and a highly reliable health system capable of ensuring security and personal safety. (Al-Saad et al., 2019; Çelik & Dedeoğlu, 2019; Kourgiantakis et al., 2020; Wijaya et al., 2018).

Recent research conducted in China and other Asian countries shows how strongly coronavirus has affected people's psychological and travel needs. There were mixed feelings, on the one hand the fear of infection and the constant anxiety and alertness during a trip, and on the other hand the desire to escape from the constant isolation imposed on them.

The results of the research presented the need for fulfillment of basic psychological needs based on a new framework of interpretation of the wishes, needs and satisfaction of tourists.

This information with the new data could be very useful for the hospitality industry and tourism so that new models of services and goods can be designed to meet the needs of tourists.(Catherine Cheung, Miki Takashima,Hyunjung (Helen) Choi,Huijun Yang &Vincent Tung, 2021)

According to the intentions regarding the behavior of tourists during the pandemic, there is no restriction on the desire to continue to travel across borders, but a little more carefully and responsibly. They will continue to use protective equipment, such as masks, disinfectants and will avoid mass gatherings. There is a clear preference for less popular destinations and avoid crowded areas, as well as the option to travel privately rather than in groups. Destination options are for areas with natural beauty and a clean environment away from big cities. These health protocols and hygiene measures have to be provided completely by the accommodation, as well as appropriate medical coverage in case of illness.

Surveying the psychological factor of employees’ status, four aspects are referred as its cover. Optimism, hope, resilience and self-efficiency (Avey et al., 2009; Luthans et al., 2004).

Optimism refers to such attribution of success that sustains this sense to present as well as the future. Hope as people’s faith to stick to their goals to ensure success. Resilience the perseverance needed to overcome obstacles and difficulties. Efficiency to one’s self in order to focus on personal goals achievement (Luthans et al., 2007).

In such calamitous crisis as the pandemic caring for health protocols, showing genuine interest for customers needs but also for the well being of your employees, suppliers or even peers would be a really responsible behavior. Taking the onus of the situation to your shoulders will provide the necessary safe environment for the sustainability of your business greatly improving the image of tourism industries. It is worth mentioning that initiatives are what make leadership examples. Publicizing policies and protocols related to dealing with the pandemic are more than welcome to the general public. Employees of such companies would feel the necessary support following corporate Covid-19 protocols laying a solid foundation to the business itself. Satisfaction though these corporate protocols might give employees more hope of quick recovery.

Fulfilling the mandatory protocols is what gives the signals of security. Emergency management and the immediate adaptation to the needs and interests of employees, guests or local communities are the steps that lead to successful addressing Covid-19 crisis. Although it is well acknowledged how complex and strenuous is the process to combat this crisis, behavior as men tioned above lead to increase hope and stability as the necessary basis for a greater future. Companies that operate well under such strenuous situations give the signal of regaining normal operation soon enough and ensure the quick recovery.

The commitment of the tourism business and the goal of completing work objectives via various policies and/or initiatives adopted, emphasize the trust in the company’ s capability and willingness to define the necessary measures to secure the environment of labor to all parties that this it is consisted of. Enhancing employees’ creativity, providing security and hope to overcome difficulties are some of the necessary factors to be considered so as to improve the environment which the pandemic hit. (Wang et al., 2014)

In addition, there is a strong preference for hotels belonging to international brands considering that the hygiene and safety protocols are more strictly observed. Also, tourists choose hotels that are privately owned rooms such as villas or suites, which provide personalized services.

Measures taken to be followed!

Educational schemes have made their appearance and counseling is available to cover the needs of the most demanding situations that tourism industry is under. Giving practical advice and proving solutions on how your employees can deal with the different daily practice that has to be followed in each department of the hospitality business are essential to be provided in the business itself.

It is of great importance to have your staff trained at the same environment that the procedures should be followed. Malpractice of the procedures are minimizing given the thought that not all your employees have the same educational background. It would be easier for those that have the necessary training on the post they cover but there are a number of factors that should be taken into consideration. The resistance to follow the new practice needed, the anxiety that the situation has induced or the necessity to feel the temporary nature of the crisis to mention just a few.

Special characteristics of labor to the hotel department

Tourism business is different from others. There is not a gap between the production and consumption. The stages are immediate so a mistake cannot often be foreseen and corrected before it would be too late. Managers have the difficult task to foresee and take the necessary measures on time as correction is not possible.

When the feelings of employees are negative is more than certain that the service offered would be of bad quality. If we add the uncertainty and fear that the pandemic has brought then we have a situation difficult to handle. In tourism industry productivity, in high quality and quantity, depends on personal achievement and effort. Terms like ‘hospitality’, ‘service’, ‘clean’ are subjective, every employee has a different way to interpret such terms. It is the management department to secure that everything is clear to everyone, in which way it should be done and how. Orders have to be clear and positive feelings should be aroused from the mood of the moment (Laloumis, 2014).

In midst pandemic the feelings of insecurity and uncertainty have brought another problem to be added in the many. The occupation in the field of tourism has an opening for inexperienced labor and it is more than common to have a rather often circulation of labor force to the tourism industry since it offers job vacancies for inexperienced workers. These characteristics have created the necessity for best organization and administration in the tourism business. Bearing in mind that we are examining a profession that has a continuous contact with humans we should value the multi-complex nature of it and ensure sustainability, safety for both employees and guests.

Minimizing the risk does not mean that benefit is minimizing as well. The more prepared you are the better results can be achieved. Such policy is not strange to hotel industry.

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