Understanding the Multiple Factor Determining of Z Generation to Hotel Staycation During Covid-19 Pandemic

Abstract

The impact of the Covid-19 pandemic on restricted mobility, as well as a devastating economic development in various sectors, have change renewed interest in the future of tourism, especially in Hospitality Industry. This study sought to examine the Theory of Planned Behavior in the context of hotel staycation during the Covid-19 pandemic. Paired t-tests and the structural equation modelling were applied to assess the 246 responses of Z generations in Indonesia for the first and second quarters of 2021. The finding showed that attitude, perceived behavioral control, and subjective norms affect the hotel staycation intention during a pandemic for Z generations. Perceived behavioral control plays the most significant part. Several findings are provided on how the generation perceives traveling during the COVID-19 pandemic and how to encourage them to resume traveling after the travel restriction is lifted. Theoretical and practical implications are discussed. The viewpoint proffered in this study provides scopes of the hospitality industry in terms of hotel staycation programs to maintain a resilient economic strategy during the pandemic.

Millennials’ staycation experience during the COVID-19 era: mixture of fantasy and reality

“…The existing studies also limitedly investigate staycation experience perceived by a particular group of staycationers (i.e. millennials) (Choirisa and Rizkalla, 2021; James et al , 2017). In this respect, this study advances the staycation-related literature by revealing the structure of millennials’ staycation experience as a new normal in the with-corona era, which is in conjunction with a sense of ordinariness and extraordinariness.…”

“…In the extant literature related to staycations, a few quantitative studies take travel motivation (escape, novelty seeking and nostalgia) into account (Lin et al , 2021; Wong et al , 2021). Another study finds that when Z generation holds more control on their behavior of consuming staycation, they are more likely to purchase staycation (Choirisa and Rizkalla, 2021). While little research in staycations takes a qualitative approach to explore millennials’ motivations toward staycations, this research fills the research gap by showing that their staycation consumption is driven by a combination of fantasy and reality.…”

The impact of the Covid-19 pandemic on the hotel industry in Indonesia

“…According to a staycation study conducted in Indonesia, perceived behavioral control was the most significant variable for Z generations to travel during a pandemic (Choirisa & Rizkalla, 2021). Hotels can consider altering their market segmentation to generations that potentially support business in crisis circumstances.…”

The Effect of Using Storytelling on Destination Image Is Influenced By Experience

“…Therefore, the government has officially opened its doors to foreign tourists since October 14, 2021. Even though Bali tourism has officially been opened to foreign tourists, the government has imposed requirements for foreign and domestic tourists to have a Covid-19 vaccination card (Kemenparekraf, 2021;Choirisa & Rizkalla, 2021). These requirements are enforced to minimize the risk of transmission of Covid-19.…”