Exploring home-based accommodation operators' responses to Covid-19: Implications of untact hospitality adoption: Implications of untact hospitality adoption

Zahed Ghaderi*, Richard Butler, Luc Béal

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)


Unlike the mainstream research conducted on the COVID-19 pandemic and its impacts on both large-scale tourism and hospitality firms, and also at the destination level, the current study focused on home-based accommodations in Iran which have experienced rapid development throughout the country. In-depth interviews with a number (n = 45) of such accommodation operators revealed that due to their perceived high vulnerability to the pandemic and self-protection, they adopted “untact hospitality”, thereby decreasing their direct interaction with guests. Looking through the lens of Protection Motivation Theory, four main themes were explored: motivations to work in the hospitality industry; local accommodation operators' perception of threat; coping appraisal; and protection behavior intention. The results revealed that many local ventures were unable to survive, leading to the bankruptcy of such units throughout the country. With few exceptions, the public sector's responses to the pandemic, and the hospitality sector's measures, were generally unsuccessful in managing the health crisis. The current study contributes to the risk, crisis preparation and crisis management of hospitality organizations at the local level in the context of their health protection motivation behavior.

Original languageEnglish
Article number100979
JournalTourism Management Perspectives
Publication statusPublished - Jul 2022


  • COVID-19 pandemic
  • Iran
  • Local home-based accommodations (LHAs)
  • Protection Motivation Theory (PMT)
  • Risk perception
  • Untact hospitality

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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