Social justice or social stigma? Hotel customers’ perception on branded hotel used as quarantine facility

Fu Chieh Hsu; Elizabeth Agyeiwaah; Jing Liu; Noel Scott

doi:10.1177/10963480221127187

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Social justice or social stigma? Hotel customers’ perception on branded hotel used as quarantine facility

Journal article

Peer reviewed

Social justice or social stigma? Hotel customers’ perception on branded hotel used as quarantine facility

Fu Chieh Hsu, Elizabeth Agyeiwaah, Jing Liu and Noel Scott

Journal of Hospitality & Tourism Research, Vol.48(5), pp.851-867

2024

DOI: https://doi.org/10.1177/10963480221127187

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Abstract

brand loyalty

human values

brand identification

corporate social responsibility

quarantine hotel

social justice

This study provides evidence that hotels could reap benefits by including social justice notions of equity and fairness in their corporate social responsibility (CSR) activities. The study develops a novel conceptual model for understanding perceived social justice in the context of COVID-19 quarantine hotels based on social exchange theory. Data was collected using an online survey of 465 hotel customers, with results analyzed using structural equation modeling and bootstrap analysis. The results show that perceived CSR is a significant antecedent of brand loyalty and identification while perceived social justice mediates this relationship. Further, most human values, except the openness to change, were found to moderate the mediated relationship between perceived CSR and brand loyalty and identification through their interaction with perceived social justice. In general, the mediating effect of perceived social justice was stronger when the hotel customers scored higher on human value dimensions. Theoretical and practical implications are also discussed.

Details

Title: Social justice or social stigma? Hotel customers’ perception on branded hotel used as quarantine facility
Authors: Fu Chieh Hsu (Corresponding Author)
Elizabeth Agyeiwaah (Author)
Jing Liu (Author) - Macau University of Science and Technology
Noel Scott (Author) - University of the Sunshine Coast, Queensland, Sustainability Research Centre
Publication details: Journal of Hospitality & Tourism Research, Vol.48(5), pp.851-867
Publisher: Sage Publications, Inc.
DOI: 10.1177/10963480221127187
ISSN: 1557-7554
Organisation Unit: Sustainability Research Centre; University of the Sunshine Coast, Queensland
Language: English
Record Identifier: 99678897002621
Output Type: Journal article

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3 Times Cited - Web of Science

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Hospitality, Leisure, Sport & Tourism

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Source: InCites