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Jiménez-Barreto, J., Loureiro, S. M. C., Braun, E., Sthapit, E. & Zenker, S. (2021). Use numbers not words! Communicating hotels’ cleaning programs for COVID-19 from the brand perspective. International Journal of Hospitality Management . 94

J. J. et al.,  "Use numbers not words! Communicating hotels’ cleaning programs for COVID-19 from the brand perspective", in Int. Journal of Hospitality Management , vol. 94, 2021

@article{j.2021_1731980086549,
	author = "Jiménez-Barreto, J. and Loureiro, S. M. C. and Braun, E. and Sthapit, E. and Zenker, S.",
	title = "Use numbers not words! Communicating hotels’ cleaning programs for COVID-19 from the brand perspective",
	journal = "International Journal of Hospitality Management ",
	year = "2021",
	volume = "94",
	number = "",
	doi = "10.1016/j.ijhm.2021.102872",
	url = "https://www.sciencedirect.com/journal/international-journal-of-hospitality-management"
}

TY  - JOUR
TI  - Use numbers not words! Communicating hotels’ cleaning programs for COVID-19 from the brand perspective
T2  - International Journal of Hospitality Management 
VL  - 94
AU  - Jiménez-Barreto, J.
AU  - Loureiro, S. M. C.
AU  - Braun, E.
AU  - Sthapit, E.
AU  - Zenker, S.
PY  - 2021
SN  - 0278-4319
DO  - 10.1016/j.ijhm.2021.102872
UR  - https://www.sciencedirect.com/journal/international-journal-of-hospitality-management
AB  - After hotels in many countries were forced to close in government-imposed lockdowns during the COVID-19
pandemic, there is an inherent need to communicate how they deal with the coronavirus to motivate guests
to visit. However, lack of knowledge about how to persuasively communicate about hotels’ cleaning programs
for COVID-19 can challenge the industry’s survival. We investigated how hotels that position their brand as a
particular personality (sincere vs. exciting) could benefit from different communication styles (inclusion of
numerical vs. verbal quantifiers) when presenting their COVID-19 cleaning procedures. Study 1 explored tourists’ central attitudinal responses toward hotels’ cleaning programs. Study 2 demonstrated that sincere hotel
brands would benefit from using numerical and verbal quantifiers to communicate their cleaning policies,
whereas exciting hotel brands would benefit only from numerical quantifiers. Our results invite hotel managers
to use their brand personality positioning to influence tourists’ attitudes and intentions in a pandemic context.
ER  -