Social distancing, trust and post-COVID-19 recovery

Yoo Ri Kim, Anyu Liu

Research output: Journal article publicationJournal articleAcademic researchpeer-review

50 Citations (Scopus)


With the tourism and hospitality sector reopening post-lockdown of COVID-19, the recovery of customers' purchase intentions is essential to reboot the sector. This study aims to examine the relationship between social distancing measures and purchase intentions in the UK's restaurant and hotel sectors using a propensity score weighting experimental design method. The findings suggest that the impact of social distancing measures on purchase intentions is mediated by the trust in the targeted restaurant and hotel. Risk tolerance significantly moderates the influence of social distancing measures on trust; (non-) cash promotions have an insignificant impact on purchase intentions. The introduction of the propensity score weighting scheme addresses the endogeneity caused by the sampling bias in non-probability sampling experiment studies.

Original languageEnglish
Article number104416
JournalTourism Management
Publication statusPublished - Feb 2022
Externally publishedYes


  • Experimental design
  • Promotion
  • Propensity score weighting
  • Purchase intention
  • Social distancing measures
  • Trust

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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