The Effect of Advertising and Price Discounts on the Interest of Tourists to Stay at Hotel (Staycation) During the Covid-19 Pandemic with Health Risk Perception as Moderating Variable

Abstract

This study aims to analyze and determine the significance of the effect of advertising and price discounts on interest in staying at hotels (staycation) during the Covid-19 pandemic, and to determine the role of health risk perception in moderating the relationship between advertising and price discounts on interest of tourist in staying at hotels in Lombok Island. The type of research used is causal research. The population in this study is the people of the island of Lombok aged between 20 to 60 years old and above. The number of sample taken was as many as 131 people. Purposive sampling technique was adapted to determine the sample, and data was analyzed using SEM-PLS (Structural Equation Model – Partial Least Square) analysis on the SmartPLS version 2.0 application. The results showed that advertising and price discounts had a significant effect on people's interest to stay at hotels in Lombok, however health risk perceptions did not moderate the effect of advertising and price discounts on interest in staying. Therefore, future researchers can conduct further research on the subject by considering various factors and also on different research areas.

Preparing for Pandemics: Reflecting on the Impact of Strategic Elements in the COVID-19 Influenced Online Travel Agencies' Marketing Mix

“…Price Discount (H 4 ) was found to directly affect BI. This result is in accordance with literature that has demonstrated that price discounts have the potential to boost BI (Hu & Yang, 2019), as Price Discounts have a direct influence on consumer value perceptions (Yusnita et al, 2021). However, this finding does not support the literature showing that Price Discounts do not encourage BI (Zhi et al, 2023).…”

“…COVID-19 era research has generally shown that this feature, along with others (e.g., advertising) (Yusnita et al, 2021), positively affects BI. However, this has been explored with other features (e.g., offer timing, customer type, consumer reviews, and bundling of mixed membership promotions Wen et al, 2021;Zhi et al, 2023).…”

The COVID-19 Pandemic and Tourists’ Risk Perceptions: Tourism Policies’ Mediating Role in Sustainable and Resilient Recovery in the New Normal

“…COVID-19 has created significant perceptions of health risks among individuals at tourism destinations. The likelihood of contracting COVID-19 and its associated expenditures are the biggest concerns for travelers during the pandemic [52]; therefore, insurance, free mask distribution, and free quarantine in the case of COVID-19 infection can be effective strategies with which to revive the tourism industry in the new normal. A price discount is a very common way to induce people to buy something, giving them something extra that makes them want to make a purchase immediately [53].…”

“…A price discount is a very common way to induce people to buy something, giving them something extra that makes them want to make a purchase immediately [53]. Yusnita et al [52] described the fact that discounts have a significant relationship with buying behaviors. Similarly, Alkatiri et al [54] stated that advertising policies have positive effects on the buying attitudes of individuals.…”

Staycation Model of Hotel Visitors in Bandung

“…Along with this phenomenon, many hotels provide very competitive prices to attract visitors. Public interest in doing staycations is predicted to increase during the Covid-19 pandemic, even some hotels offer staycation packages with prices and offers that are quite attractive [6,7].…”