The role of health and safety measures in restoring tourist confidence

Authors

  • Ali Hamza Tourism and Hospitality Management, College of Earth and Environmental Sciences, The University of Punjab, Lahore, Punjab-Pakistan Author
  • Dr. Muhammad Kamran Assistant Professor, College of Earth and Environmental Sciences, The University of Punjab, Lahore, Punjab- Pakistan Author
  • Badar Kamal Habib Tourism and Hospitality Management, College of Earth and Environmental Sciences, The University of Punjab, Lahore, Punjab-Pakistan Author
  • Fatima Anis Naqvi Tourism and Hospitality Management, College of Earth and Environmental Sciences, The University of Punjab, Lahore, Punjab-Pakistan Author

DOI:

https://doi.org/10.71085/sss.04.03.336

Keywords:

Tourism Recovery, Health and Safety, Traveler Confidence, Booking Behaviours, Protection Motivation Theory, Risk Perception, Willingness to Pay

Abstract

In this research, we examined how health and safety measures helped revive travelers’ trust in order to bring people back to hotels, guesthouses and rental homes across the world after major disruptions. By analyzing a unique dataset of 3.4 million booking observations on platforms such as Expedia, Booking.com, Airbnb, and 2,189 survey responses from travelers across 28 countries, we gained detailed insight into guests’ perceptions of safety that made them comfortable booking a trip. Our results suggest clear patterns emerged, and evidence shows that visible proof – like a formal safety certificate, post sanitation protocols, and transparent proof of communication – influenced traveler comfort and reservation behaviours. Likewise, our conjoint analysis found several generational gaps – with young guests more likely to embrace technology-based solutions like contactless check ins and app-based health forms, while older guests preferred more traditional methods like visible cleaning processes and mandated vaccinations for staff. Research based on 25,000 TripAdvisor reviews revealed that when travelers were assured that cleanliness was prioritized, we were all more prone to provide higher ratings and return again.

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Published

2025-08-06

Data Availability Statement

The data that support the findings of this study are available from the corresponding author upon reasonable request.

Issue

Vol. 4 No. 3 (2025): July-Septermber

Section

Articles

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