Investigating the predicting role of COVID-19 preventive measures on building brand legitimacy in the hospitality industry in Tanzania: mediation effect of perceived brand ethicality

Amani, David; Ismail, Ismail Juma

doi:10.1186/s43093-022-00128-6

Cited by 17 publications

(43 citation statements)

References 55 publications

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“…But the abruption of the COVID-19 pandemic severely affected the world economy [ 160 ] and the global environment [ 159 ]. This resultantly hindered the growth of travel and tourism-related activities and led it to a halting stage [ 13 , 69 ]. The travel and tourism industry was one of the most severely impacted industries throughout the world [ 90 ], and India was not an exception in this regard [ 69 ].…”

Section: Introductionmentioning

confidence: 99%

Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior

et al. 2022

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The present study intends to unwrap the influence of social media electronic word of mouth (eWOM) on revisit intention post-COVID-19 applying the theory of planned behavior (TPB). Two additional constructs, viz., eWOM and destination image, have been undertaken in the present study to enhance the robustness of the TPB model. An online questionnaire was employed to collect data, and the research relied upon 301 correct and useable responses. The survey's population includes potential tourists who intend to revisit India post-COVID-19. SPSS 20 and AMOS 22.0 were used to analyze the data. The posited model was validated using confirmatory factor analysis (CFA) and structural equation modeling (SEM). The findings indicate that all of the constructs under study, namely "electronic word of mouth (eWOM), destination image (DI), attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC)," significantly and positively influence "tourists' revisit intention (RI)" post-COVID-19. These constructs explained approximately 71% (R2 = 0.709) of the variance in the revisit intention post-COVID-19. A number of theoretical and practical implications can be delineated to make recommendations to the ministry of tourism, tour and travel agencies, central and state government-owned tourism departments, marketers and promoters of travel destinations. The distinctiveness of the present study lies in the fact that it measures the influence of eWOM on revisit intention post-COVID-19 in the Indian context by incorporating destination image with the TPB model.

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Section: Introductionmentioning

confidence: 99%

Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior

et al. 2022

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“…Moral obligation encompasses business attributes such as honesty, integrity, responsibility and accountability, while focusing on protecting and promoting the public good (Papaluca et al, 2020). Amani and Ismail (2022) argue that COVID-19 preventive measures fall under aspects of responsibility and accountability, in which the firm is seen as a society with rights and responsibilities. Socially responsible and accountable behavior is part of a corporate strategy in business environments with highly demanding customers who prefer business firms that embrace ethical practices.…”

Section: Mediation Role Of Ethical Brandingmentioning

confidence: 99%

“…Therefore, the present study theorized that by integrating ethical practices into strategic corporate marketing approaches, such as implementing COVID-19 preventive measures, hospitality organizations could enhance their ethical brand identity (Victor et al, 2021). Seminal work in ethical purchase suggests that purchase decisions are based on what is right or wrong in the minds of customers (Amani & Ismail, 2022).…”

Section: Mediation Role Of Ethical Brandingmentioning

confidence: 99%

“…Kim, Han and Ariza-Montes (2021), Kim, Kim and Wang (2021) revealed that proper implementation of preventive measures such as preventive health behavior can enhance tourist intention to visit and revisit destinations during the pandemic. However, despite several scholarly attempts to examine the role of COVID-19 preventive measures in reviving the hospitality industry (Chua, Al-Ansi, Lee, & Han, 2020;Garrido-Moreno et al, 2021;Victor et al, 2021), little is known about the relationship between COVID-19 preventive measures and branding (Amani & Ismail, 2022;Wei et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

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How do COVID-19 preventive measures build corporate reputation: focus on the hospitality industry in Tanzania

Amani

2023

IHR

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PurposeThe study investigated the strategic contribution of COVID-19 preventive measures in building corporate reputation in the hospitality industry when mediated with ethical branding.Design/methodology/approachThe hypothesized model was developed and tested using a cross-sectional research design among 404 customers of hospitality organizations (i.e. hotels and restaurants). The collected data were analyzed quantitatively using structural equation modeling.FindingsThe results showed that COVID-19 preventive measures are important drivers in building or rebuilding corporate reputation during and after the COVID-19 pandemic. The study also showed that ethical branding acts as a mediator between COVID-19 preventive measures and corporate reputation.Research limitations/implicationsThe study used a nonprobability sampling technique, i.e. convenience sampling and a cross-sectional survey research design. It is therefore necessary to be careful when generalizing the findings.Practical implicationsThe study recommends that managers in hospitality organizations should ensure proper and effective compliance with COVID-19 preventive measures during service delivery. Among others, the study highlighted areas for further study to include an investigation using a longitudinal approach to observe behavioral changes toward COVID-19 preventive measures and their consequences on the overall corporate reputation of the hospitality industry. This recommendation is based on the fact that, currently, new cases and mortality rates have decreased considerably. As a result, customers in the hospitality industry have started to have different opinions about complying with COVID-19 preventive measures.Originality/valueThe study is among new endeavors to investigate drivers that can rebuild and sustain the corporate reputation of hospitality organizations during a pandemic like COVID-19.

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“…As presented in Table 1 all factor loadings from the EFA are above the threshold and hence they are reliable in explaining the relevant factors. In this case, all items were considered to be appropriate for the respective factor and none was removed (Amani & Ismail, 2022;Pallant, 2020). Also, the internal consistency reliability was assessed by using Cronbach's alpha coefficients with values of 0.7 and above to be considered reliable.…”

Section: Factor Analysis Reliability and Validitymentioning

confidence: 99%

Effectiveness of the Force Account Approach in Tanzanian Local Government Authorities: Do Management Support and Staff Competence Matter?

Macharia

Banzi

Changalima

2022

Management & Economics Res. J.

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In Tanzania, the force account approach has been used for years as a technique for procuring works in the form of construction projects. In this regard, it is necessary to investigate the effectiveness of the force account approach in construction projects. The objective of this research is to look into the influence of management support and staff competence on the effectiveness of the force account approach in Tanzanian local government construction projects. Cross-sectional data were collected from procurement practitioners involved in force account construction projects at Kongwa District Council using structured questionnaires. The findings revealed that management support and staff competence are important determinants of the effectiveness of the force account approach in Tanzanian local government authorities' construction projects. The findings also revealed that staff competence is the most important factor influencing the effectiveness of force account in local government authorities, with β = 0.558 and p < 0.001. Furthermore, management support and the effectiveness of the force account approach are related in a positive and significant way (β = 0.233 and p = 0.006). As a result, procurement practitioners in respective local government authorities should ensure that they are capable of implementing the force account approach. The study also suggests future research on other factors that may explain the variation in the effectiveness of the implementation of the force account approach. Furthermore, because the study focused on local government authorities, future studies can be conducted by soliciting input from central governments and other public procuring entities.

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Investigating the predicting role of COVID-19 preventive measures on building brand legitimacy in the hospitality industry in Tanzania: mediation effect of perceived brand ethicality

Cited by 17 publications

References 55 publications

Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior

Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior

How do COVID-19 preventive measures build corporate reputation: focus on the hospitality industry in Tanzania

Effectiveness of the Force Account Approach in Tanzanian Local Government Authorities: Do Management Support and Staff Competence Matter?

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