Tourists’ information literacy self-efficacy: its role in their adaptation to the “new normal” in the hotel context

Abstract

Purpose – This research aims to determine whether the consumer’s information literacy self-efficacy plays a role in their intention to resume their consumption of tourist services—specifically, hotel accommodation—in the context of the ‘new normal’ brought about by the COVID-19 pandemic. Design/methodology/approach – A quantitative empirical study is performed on hotel accommodation consumers, and a structural equation modeling (SEM) analysis is used to verify the proposed relationships. Findings – The findings reveal that (i) the tourist’s information literacy self-efficacy— their ability to find the information they need, use it efficiently, and discount fake news— positively influences their perception of hotel safety; and (ii) perceived hotel safety increases tourist intention to return to consuming hotel services. Originality – This study represents an advance in the literature as it demonstrates—as a novelty—the vital role of consumer information literacy self-efficacy in encouraging people to begin visiting hotels again in the ‘new normal’. Practical implications – The results show how the consumer’s intention to return to using hotel services can be enhanced thanks to their management of information, especially in a crisis context. Hotel firms must position the provision of safety information at the heart of their marketing and communications strategies, and adapt this information to the different processing capabilities of consumers. Social implications – This study provides valuable insights into the hotel industry—a major contributor to GDP and employment worldwide that is being particularly hard-hit by the COVID-19 crisis.