We are pleased to announce the publication of a significant research article co-authored by Dr. Chrystalla Markou, a member of our Business and Law Faculty. This quantitative analysis explores the impact of hotel marketing strategies on tourist booking intentions during the COVID-19 pandemic in Cyprus.
Abstract:
This study investigates how specific marketing strategies influenced tourist booking intentions during the COVID-19 crisis, aiming to understand their effectiveness in sustaining these intentions amid financial challenges. By conducting a quantitative, non-experimental correlational study, the research examined the relationships between all-inclusive holiday packages, room discounts, special hotel amenities, and hotel accommodations, as assessed by the intentions of tourists to select hotels in Cyprus. The study analyzed data from 161 tourists who stayed in Cypriot hotels during the pandemic. The findings revealed that all-inclusive packages, room discounts, and special amenities significantly predicted hotel selection among tourists in 2021. Additionally, monetary incentives were found to impact travelers’ booking intentions, prompting industry leaders to reconsider tourist behavior and purchasing habits in the face of the pandemic. This research offers practical implications for the hotel industry in Cyprus.
You can access the full research article here.
We congratulate Dr. Markou on this important contribution to the field of hotel marketing and tourism studies!