HOTELS that participated in the Federal Government’s quarantine program are viewed by Aussie travellers as “good corporate citizens”, a new study conducted by the University of Queensland has found.
Despite fears by some brands that housing quarantined travellers could cause a negative stigma, the results showed that hotels that didn’t volunteer to participate in the program received less favourable ratings.
The University’s Associate Professor Sarah Kelly said the findings could help accelerate the post-pandemic recovery of the hospitality industry.
“Hotels that signed up voluntarily for quarantine could emphasise the ‘greater good’ of their contribution during the pandemic while toning down the possible stigma effects,” she said.
“Meanwhile, our study found that hotels that did not volunteer could benefit from engaging in a good cause, such as a donation to charity, to foster positive brand evaluations,” she added.
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Source: traveldaily