Travel Consumer Feedback and Reflections: Onset of COVID-19

Presenter: Dr. Steve Migacz, Assistant Professor of Hospitality Tourism Management

Professor Migacz shares his findings of consumer perceptions focused on service recovery, return to travel, reflection of silver linings and changing behaviors during a pandemic. His research was conducted to understand how the industry is being perceived when dealing with travel changes, what service recovery options are being utilized, intention to return to services and field suggestions from consumers for industry.

Dr. Steven Migacz is a Hospitality and Tourism Management educator and researcher with Roosevelt University, Chicago, IL. Dr. Migacz has over 10 years of experience in the hospitality and tourism industry, as a restaurant manager/owner, event planner, and as the owner/operator of a catering company. His research is primarily focused on culinary tourism and service recovery in hospitality and tourism.

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Kristy Kotek: Good afternoon, everyone. Thank you so much for joining us today. I’m Christy Kojak and I support Alumni Relations here at Roosevelt. I’m also a proud alumna. I completed my master’s

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Kristy Kotek: Degree. Actually, before I was an employee at Roosevelt so was able to get acquainted with the university from the students standpoint and

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Kristy Kotek: Now, being able to support the community from Alumni Relations so

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Kristy Kotek: Thanks again so much for joining us. Just a few reminders few reminders and if everyone can just please and respectfully, keep your mic muted throughout the hour.

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Kristy Kotek: That just ensures that the audio. Everyone can hear Professor Migazc perfectly. You certainly use the Q & A feature, we welcome all question your questions.

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Kristy Kotek: We want to make this as conversational as possible. So feel free to chat your questions in the chat box and we’ll be sure to get to get to them throughout the hour, and they’ll also be some time left over at the end for Q & A as well.

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Kristy Kotek: So I want to welcome and thank Dr. Stephen Migacz for joining us today. He’s our Hospitality and Tourism Management educator and researcher at Roosevelt University.

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Kristy Kotek: He has over 10 years of experience and in the Hospitality and Tourism industry as a restaurant manager owner event planner and as the owner, operator of a catering company is so super qualified, obviously, and has a

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Kristy Kotek: Just a vast amount of experience in the field. His research has been primarily focused on culinary turn tourism and service recovery in Hospitality and Tourism.

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Kristy Kotek: And today he’s going to share with us his findings on consumer perceptions focused on service recovery and return to travel.

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Kristy Kotek: And the reflections of silver linings and changing behaviors. During this pandemic, which we’re all finding ourselves in the midst of. So without further ado I turn it over to you, Professor mindset. And thank you so much again for your time this afternoon.

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charlotte harris: Oh, the pleasure is all mine. Interesting, thank you so much for such a lovely introduction.

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charlotte harris: I see a lot of familiar faces faces. I haven’t seen in a long time. It’s so good to see you.

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charlotte harris: I also see faces were not familiar to me before the call and I thank you and really appreciate your, your joining me today. I hope everyone that’s on the call all of your loved ones are healthy and safe and happy and

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charlotte harris: Thank you for letting me have the honor of providing some information on a research project that’s still ongoing, and hopefully I can share the screen. I’m going to be talking over a PowerPoint presentation that I created to kind of explain my current research and let’s see if

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charlotte harris: Okay, so okay so as Christy mentioned the, the research, the white paper or industry paper that I created with my colleague, Dr. Angela Darko is titled travel consumer feedback and reflections during coven

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charlotte harris: As you can see, it was published in May 7 and the formulation of the research and the creation of the survey that we used was made the data was collected way back in April. So this is a little ways back

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And

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Steven Migacz: I wanted to briefly summarize the team and give you some some points on the background on the study, obviously, Dr. Angela Turco, and myself. We are the researchers, we have a long history we we went to

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Steven Migacz: Graduate school together, we’ve worked on research together as a team. Prior to this,

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Steven Migacz: This particular research agenda.

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Steven Migacz: And I would say that’s

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Steven Migacz: You know, the orange of the study, the way we came about thinking about this study was because as friends. We talk often we but we were prior to

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Steven Migacz: Beginning this study. We’ve been talking very regularly because we were working on a nother project together. And that was a joint

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Steven Migacz: A travel abroad class on service quality, we were we were planning to go to Greece her class from Texas a&m obviously my class undergraduates.

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Steven Migacz: From Roosevelt, we were going to meet in Greece, we’re going to have a great a 10 day class in the summer. So of course we had to have more discussions about that mostly ending with

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Steven Migacz: Dan, we’re not gonna be able to go to Greece, um,

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Steven Migacz: But at this time. You know, when the pandemic certainly called the pandemic in the news and when you know it was becoming obviously a big story.

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Steven Migacz: Most of my colleagues and Hospitality and Tourism were talking about, well, what study, are you going to do that involves Kogan because obviously it’s maybe the biggest, biggest story that we’ve ever had.

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Steven Migacz: So,

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Steven Migacz: That was a conversation that Dr Jericho and I did have we talked about what you know what we wanted to do and based on our backgrounds, we thought that we had a pretty good idea, um, Dr. Jerk. Oh.

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Steven Migacz: Focuses on consumer behavior. She wants to know what motivates people to travel, what changes are and duration of travel stays what products and services are most reflective

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Steven Migacz: Of a travelers wants and needs. How do traveler needs change over time. And my background is actually in looking at a service provider performance. I want to know, after

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Steven Migacz: A service provider has there’s been an issue a problem, how effective have the service providers been at resolving the problem. So we have two similar backgrounds, but they’re different enough for us to kind of go into this project with really three goals. We wanted to

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Steven Migacz: We wanted to, to understand the consumers in terms of just how this co vid pandemic has impacted their lives right just on a human level, but we also wanted to understand how this was going to impact their present and future travel decision making.

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Steven Migacz: And practices. And then finally, we wanted to understand how the

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Steven Migacz: Cancelled travel plans how those, those, those plans were communicated

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Steven Migacz: And how the consumer felt about how the process was where the service provider successful in and providing a resolution to the consumers who were impacted by cancelled travel plans. So those were our research goals.

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Steven Migacz: And would like to just briefly mentioned the research gap, you know, as I mentioned this, this is a, a, a white paper or industry paper, but it’s also part of a far more comprehensive research study

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Steven Migacz: And in service recovery and Hospitality and Tourism, most of the time when we, when we Research Service recovery. We’re only looking at one

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Steven Migacz: One industry. Let’s say we’re looking at one particular company that works in the hotel industry or one restaurant and one specific incident. So obviously this is on a much grander scale. We’re talking about the

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Steven Migacz: Hospitality Tourism travel industry at large. Everything that that huge umbrella that that you know all these sub industries that make that such a

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Steven Migacz: Such a big industry. And we’re also obviously talking about the impact of a viral epidemic. And this isn’t the first catastrophic event that has impacted tourism, there’s been several, whether they be

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Steven Migacz: You know,

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Steven Migacz: civil strife, whether they be terrorism, whether they be

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Steven Migacz: Natural disasters, you know, like Hurricane Katrina 911 you know all of them have a significant a negative impact on travel and tourism, um, but previous research suggests that they have a far less impact then and a viral epidemic and the most recent I guess the most recent

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v: Studies, we can look at really are from like 2004 and researchers that looked at the impact of SARS on China and the impact of SARS on China. According to many of the researchers, um, it, it, it really devastated the tourism industry for years and

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Steven Migacz: Unfortunately, that you know there were there’s there’s a death toll, you know, but it was less than 10,000 people worldwide. And what we’re talking about now with cove it 19 is obviously exponentially far more devastating. So the potential impacts.

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Steven Migacz: Of a viral epidemic on travel and tourism are incredibly

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Steven Migacz: Significant and and it could be due to the increase media exposure.

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Steven Migacz: It could be due to the locality of a lot of these catastrophic events. If there’s a hurricane Katrina and you live in New Mexico, will you certainly feel bad for those folks but you don’t feel threatened.

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Steven Migacz: If there was a a terrorist attack in downtown New York. Well, you might feel threatened if you live in Chicago, but if you live in rural Nebraska.

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Steven Migacz: You don’t feel threatened with a viral epidemic. I believe everyone feels threatened and is worried about their mortality. So, you know, there’s a lot of reasons to be to be studying

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Steven Migacz: coven there’s going to be plenty of studies from medical professionals on the more we find out how this impacts your bodies.

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Steven Migacz: I imagine, there’ll be plenty of reports from financial experts who tell you exactly in terms of dollars and cents. How this is impacting the industry for us.

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Steven Migacz: For Dr Jericho myself. We want to know how this was going to impact individuals and their travel experiences and their travel predicted travel behavior due to the virus.

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Steven Migacz: The research methods that we use. We use. I apologize. I should have stayed at the beginning. If you have any questions at any time please don’t hesitate to stop me because I’ll just keep going. So I implore you to feel comfortable and stop me at any time.

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Steven Migacz: We used a cross sectional survey.

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Steven Migacz: The questionnaire. If you, um, depending on how you answer questions, you could answer up to 37 questions, but there was for most people. It was between 30 and 34 questions that they answered.

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Steven Migacz: We use the mixed methods approach. And what that means is we had open ended questions and closed ended questions.

Steven Migacz: For the closed ended questions, meaning there were choices that we gave respondents, and they had to choose one of the choices off the times we gave a none of the above or nothing.

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Steven Migacz: Option, but those were categories that they were had to forced to answer one of the selections. And then, but we also have plenty of open ended questions, meaning

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Steven Migacz: We wanted to provide the respondents an opportunity to talk about things in their own words. And in order to ensure reliability, when we

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Steven Migacz: collected the data we had to take that information and we had to dr Darko and myself had to autonomously individually code the data come back together and look at

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Steven Migacz: Our findings we take all the information and we code it into themes or categories.

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Steven Migacz: And then we have a third person look at our negotiated themes in categories and based on that person. We went forward with okay these are finalized themes and categories and this will make more sense as we move along.

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Steven Migacz: The survey was distributed nationally by a company called sense that they are experts in providing panels and this was a survey that went online distributed in three days. We got all the

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Steven Migacz: Respondents that are the sample that we needed

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Steven Migacz: In order to participate in this survey. You really only had to have two qualifications, you had you over the age of 21

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Steven Migacz: And you had to have traveled in the past three months, we want folks that that that that at least had traveled in past year, but this was even a little safer people that have been traveling

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Steven Migacz: We have a very healthy robust sample size of 910 and that’s that’s a sample size after we clean the data. So we had over 1100 surveys

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Steven Migacz: Some of the surveys were not completed. Some of the surveys took far too short a time to complete for us to feel that they were really indicative of an honest effort. So once we clean the data we have a sample size of 910 folks that represent

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Steven Migacz: Tourists in the United States over the age of 21

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Steven Migacz: The first question I want to talk about is what people miss the most. And remember, this is back in April. So this is a while back.

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Steven Migacz: This is a relatively new experience. The cool thing. And we want to ask people, okay. So we’ve been in during this for a few weeks. Now, what is it that you’re missing, what is it that that

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Steven Migacz: That coven has impacted that you really feel that all I wish we could do this. I wish we could have that back and the most popular answer was, and not surprisingly, social connections with family and friends, um,

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Steven Migacz: social connections that a lot of the responses that we coated had things like I miss being able to visit my family that I don’t live with. I miss being able to hug friends I miss not being able to go to my friend’s house. So this was clearly

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Steven Migacz: The impact of social distancing was the

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Steven Migacz: Was the most important factor in terms of what people missed

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Steven Migacz: The next most common or popular answer was a theme that we, you know, a bunch of responses that we could it into this theme of

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Steven Migacz: They normally go shopping. And, um, they have normal casual conversations with people at stores. Um, so these are the examples that we got. And, and I would say within the responses that the word freedom was often explicitly expressed freedom was a was a key word and the responses.

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Steven Migacz: The next was outdoor leisure activities.

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Steven Migacz: People missed not only specific activities like camping boating, fishing, but they missed destinations they missed the park, they missed the beach.

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Steven Migacz: They missed the lake for those that were possibly from Chicago, um, people miss their daily walks that they are able to have in places that they can no longer go to

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Steven Migacz: And one of the responses. I remember clearly because it resonated with me was, um, being able to just take my voice to the park, um,

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Steven Migacz: Was what I missed the most because I’m nothing exciting but it got us out as a family and got them tired and ready to eat dinner and relax before bed as a proud parent. I can, I can certainly concur with this.

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Steven Migacz: This

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Steven Migacz: You know response, having the outdoors, having the park and the playground taken from you is is not only, you know, symbolically upsetting. But it’s also something that we use. We utilize

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Steven Migacz: The next was large gatherings for events people missed going to spectator sports people miss going to weddings people miss going to support groups people miss going to church and obviously people talked about graduation. Because at this point there was lots of talk about

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Steven Migacz: Not having

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Steven Migacz: A graduating ceremonies and the last was working school people missed work in school for two different reasons really. It was broken down between the financial hardships due to a decrease in work schedule.

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Steven Migacz: Or it was loss of focus, loss of a routine. A lot of respondents talked about the fact that not being forced to go to a class or to work. I’m really interfering with their ability to stay on target. So these are the things that people miss the most

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Steven Migacz: In terms of long term behavioral changes. Another question and open ended question that we asked everyone is what are the some of the changes that

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Steven Migacz: You have to take. Now you have to actually change because of the situation. But what ones. Do you think you’ll continue to do once

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Steven Migacz: Hopefully code is no longer a reality right and the answers were interesting, the first four foremost answered most popular answer was self care and hygiene routines.

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Steven Migacz: A vast majority of the people that mentioned this talked about now they know how to properly wash their hands, they were never not going to stop washing their hands 10 times a day.

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Steven Migacz: Um, when it came to the impact of Colvin well they realized that they weren’t getting enough sleep, and they weren’t eating healthy and they weren’t taking care of themselves. And since they had to kind of change their, their exercise routine.

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Steven Migacz: They had made it and they liked it and they were going to stick with it, even if they were allowed to go out, go to the parks and go to the gym so self care and hygiene was certainly

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Steven Migacz: The most popular answer. Um, the next

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Steven Migacz: I’m sorry, this is a comment, one of the one of the comments that I thought was, was

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Steven Migacz: I would say in addition to those factors. People also talked about saving money and it was easier to create a budget and that goes under self care because they had to. They were not worried about having, you know,

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Steven Migacz: An emergency fund and they were taking on budgeting as a much more bigger priority in their lives.

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Steven Migacz: The next. The next most common answer was increased time at home and you know people

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Steven Migacz: Found that they really, um, having been forced to stay at home for work for not going to restaurants not going up. They actually enjoyed it, and felt more confidence working from home.

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Steven Migacz: And they realized that being home meant that they weren’t increasing pollution that meant that they didn’t have a long drive time to work and meant that they could

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Steven Migacz: Find the rejuvenate their or originate joy and cooking at home. So this is, um,

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Steven Migacz You know, being forced at home and force people to do things where they they don’t normally do and they, they found that they enjoyed it. Also, a lot of people talked about never had never used online grocery shopping before and really enjoying that experience as well.

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Steven Migacz: And then the third one. I’ll talk about these are the top three dynamic behavior changes. The third is public awareness and public awareness has to do with with with actually calls to action where up they wanted

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Steven Migacz: They want people to to do something to do something size of but they also FOR NOW ON. We’re going to be more aware of their surroundings. They’re going to be

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Steven Migacz: Really sure on that they even if they didn’t have to that they were going to wear masks in the future that they were going to avoid large crowds. So this was having a SERIOUS impact on their behavior.

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Steven Migacz: In the future, and I think this question was, was important because again we we think Dr Durkin I think that the answers or the responses that we got can be very beneficial to

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Steven Migacz: Entities service providers in a tourism, because these are things that are not going to change supposedly these are things they’re going to stay with people and if

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Steven Migacz: You know, hotels and restaurants and and rental car companies can take these they might be a way to reconnect with customers consumers.

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Steven Migacz: Whether it be in the marketing or the communication or the services and products and promotional ideas, understanding that this is a long term change and using that to reconnect with the consumers. I think would be very beneficial.

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Steven Migacz: We actually did ask questions about travel, um, you know, we’re knee deep in this and we did ask questions, referring to their future travel plans. I’m almost half respondents I’m at this point.

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Steven Migacz: I think was 46% had not had their plans cancelled. Okay.

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Steven Migacz: Um, of those who still had plans, who had not changed their plans. The majority of them were planning to travel to another US state. And I will say, of those folks.

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Steven Migacz: A large majority of them were planning to travel the car and their own car. So there’s a good likelihood that they didn’t change anything. And there were over 10% or over 13% of our respondents still have plans to travel internationally.

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Steven Migacz:: And in terms of when they are going to travel. You know, it was, it was kind of

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charlotte harris: You know, it was kind of level between the months with may being the most busy month in July, being the least busy month but you know people had travel plans through out the summer, including August, including may

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Steven Migacz: We did use a closed closed ended question to ask the next question on we use a Laker type scale. And we said, you know, based on a scale of one to five, with one being not quickly at all to five being very quickly.

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Steven Migacz: How, how likely are you to return to the following activities and we gave them a list and they had to specify 1234 or five and from that question. These are the results.

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Steven Migacz: People that we’re going to probably return and none of these returns the average scores, none of the means we’re, we’re, we’re

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Steven Migacz: Indicative of a quick return. This is an average return. I’m extended family gatherings domestic travel by car return to restaurants and bars, an outdoor leisure activities. Again, these are

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Steven Migacz: These are activities that people weren’t necessarily going to run out and do quickly, but based on the list more quickly than others.

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Steven Migacz: On the other side were things that people were not going to return to quickly, at least at this point they said they had no intentions of return to quickly and that would be cruising.

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Steven Migacz: international travel by plane large events mass tourism tourism attractions and domestic travel by plane.

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Steven Migacz: So when I looked at this, you know, I think if you looked at other studies, you would see that the answers the responses. They really do align with other research that’s being done or has been done.

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Steven Migacz: Concerning tourism currently and at this time. This is, you know, either by law decree, or by consumer intentions. We know that this information is pretty much spot on what people are doing and are intending to do versus what they are most likely going to postpone or hold off on

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Steven Migacz: So we also asked the respondents. What could service providers do to get you back. What, what could, what could they do or what could they provide that would um

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Steven Migacz: You know, have you interested in in returning maybe quicker than you normally would and the hands down the most popular answer was enhanced and rigorous cleaning procedures, consumers are on a wait and see mode where they they really want proof.

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Steven Migacz: Visual they want to hear reviews from other consumers that identify tangible proof that seats are being cleaned that

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Steven Migacz: Master being distributed that protocols are being adhere to and the rules are being enforced.

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Steven Migacz: And addition, you know, a lot of people invention that they wanted CDC guidelines to be followed to a tee. They wanted to be assured that there was deep sanitizing that there were health inspection scores being posted

137 Steven Migacz: You know, this is not a time to be shy about demonstrating your ability to be incredibly diligent in your cleaning process that’s what people want.

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Steven Migacz: And this has to do with most of the people that had their plans. Unfortunately canceled um they felt that the experience or people that maybe didn’t have their plans cancelled, but

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Steven Migacz: Called or talk to you are trying to find additional information about if their plans would be cancelled and the respondents talked about just

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Steven Migacz: Not a lot of productivity, they wanted to be treated fairly. They wanted flexibility and the response they wanted a proactive measures and quite honestly, they didn’t feel that they got that.

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Steven Migacz: Um, they wanted more transparency, they wanted it didn’t seem like there was a plan in place, and there’s a great possibility there was not a great plan in place, or it wasn’t

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Steven Migacz: Handled maybe there was a great plan that just wasn’t handled as well as it could have been. But there wasn’t an understanding or feeling by the respondents that there was a very SET Plan, but the plan could be, you know,

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Steven Migacz: Tempered depending on the situation, and

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Steven Migacz: The, the response said that it was very unclear what the plan was to them.

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Steven Migacz: And then lastly, the response talked about, well, if you want me to come back if you want me to go travel. I need some free stuff I need discounted prices.

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Steven Migacz: I want to feel that I’m actually taking I’m taking a risk here I’m counting on you to hint to give me a great service experience in order for me to do that, you need to let me I’m

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Steven Migacz: experienced something that I didn’t normally would normally pay for Norton really would expect, and I’m

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Steven Migacz: A lot of dimensions with regard to discounts or specific to airfare and cruises

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Kristy Kotek: Professor Mike as a quick question. Um, you know, is as far as

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Kristy Kotek: You know, airlines, or hotels, you know, sharing how they’re going to enhance their, their processes or their procedures to make

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Kristy Kotek: To make people feel comfortable. Do you think that will come across in their advertising. I mean, how do you expect for them to communicate this I

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Kristy Kotek: I’m thinking back over thinking some of the commercials. I’ve seen recently on stores and they’re showing their employees wearing masks and or, you know, enhance annotations station. So I’m just wondering from your perspective, how will we receive that information.

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charlotte harris: That was a great

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charlotte harris: Question Christie. First of all, I I second that. To be honest with you when I’m watching TV. I’m seeing these commercials. I’m

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charlotte harris: I’m wondering when when when they read our study because I’ll there’s, there’s, there’s a lot of attention to them empathizing with with guests, but also talking about

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charlotte harris: What they’re doing showing them in mass showing them, you know, trying to be as diligent as possible. So I agree, I think, you know, advertising is important. But I think more important.

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charlotte harris: You know, now more than ever, is social media.

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charlotte harris: Electronic word of mouth communication advertising consumers really do trust other consumers. So if we read that a company is doing a great job in terms of

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charlotte harris: Adhering to CDC guidelines if we see video you know everyone’s got a phone with a camera. If you see video

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charlotte harris: Of of people doing what the day hope that they’re doing. Then, then that’s really impactful and, on the other hand, there’s plenty of videos where we see the very opposite

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charlotte harris: Where we see images of people not doing what they’re supposed to be doing, and

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charlotte harris: A negative word of mouth is far more interesting that people consumers love to read negative stories, more than positive stories.

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charlotte harris: And negative word of mouth is far more influential in our behavior than positive word of mouth. So when we see people doing a good job, there’s a good chance

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charlotte harris: That, you know, we might consider that company in the future if we see evidence of a company, not doing a good job, there’s an even better chance that we’re not going to use that company so companies have to realize that everything is being videotaped.

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charlotte harris: So give tangible evidence that you are doing the things that you need to be doing it. You’re doing everything that’s that’s going to be helpful. Great question.

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charlotte harris: Yeah.

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Kristy Kotek: Another quick question shot Shonda commented on the fact that they had to, you know, revoke some other travel and they’re looking to fly to

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Kristy Kotek: Potentially to South Dakota. It feel injuries and it feels like a safer place and. And I’m wondering if you’ll if that if that’s something you expect it will see to will see some more like remote areas, getting a lift in, um, you know, tourism, where they may be haven’t seen it before.

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Steven Migacz: Yeah, I think, you know, I mentioned that

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Steven Migacz: You know, these enticements should be used to chain services and products or so to use consider differences and changes.

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Steven Migacz: In products and services and we’re seeing that people, you know, based on not just this study, but other studies that people are thinking of a simpler way of life thinking of

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Steven Migacz: Experiences that don’t involve large crowds. So that can be something that destination should if they have the luxury of providing should be promoting heavily and saying, look, this is exactly what you’re looking for and a destination without the hustle and bustle.

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Steven Migacz: Get back to just spending time with your family and enjoying, you know, a simpler existence.

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Steven Migacz: Okay. I’ll move on. Unless there’s any additional questions at this time.

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Kristy Kotek: No, thank you so much.

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Steven Migacz: Um, the next section. I want to talk about is, is called Silver Linings and

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Steven Migacz: I do want to brief. I haven’t really talked about why we use the questions we use are getting very much information on specifics of the questions we use. I do want to give a brief, brief description.

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Steven Migacz: For these questions and these were again open ended questions where we ask people are quite simply

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Steven Migacz: What are potentially some of the benefits are good things that could, you could point to in response to the epidemic or pandemic.

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Steven Migacz: And the reason why this question came about is this was obviously during the semester are right around the time that we University had transition to a virtual classroom setting.

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Steven Migacz: And it was going to be my first class, my first virtual class with my students and prior to us getting together. I had spoken to several students

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Steven Migacz: And you know this is a this is hardships, you know, not just health wise and emotional and there’s financial hardship students were going through a lot and you know I wanted our first time back together. I wanted to empathize with them, but I also wanted to inspire them.

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Steven Migacz: And and and try and be positive.

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Steven Migacz: And unfortunately, I had nothing at the time. I really couldn’t think of anything that was really that

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Steven Migacz:: What could be good about an epidemic or pandemic where you know people are losing their jobs left and right, and people are getting sick and you can’t visit people that are sick. So it’s, it was a strange time but usually the the mind, mind.

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Steven Migacz: Easiest way for me to find inspiration is to ask my students for it. And I asked my students, um, you know, the first question, or in the middle of our discussion, I said.

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Steven Migacz: I don’t have any reasons to be all that thankful for pandemic. I don’t have any reasons to be all that excited about a pandemic, but I need some I need to feel good about something.

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Steven Migacz: Tell me what we should be grateful for. It’s this horrible time and some of the answers were light hearted and and and funny but

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Steven Migacz: Some of the answers were really pointed and really heartwarming. And I thought, this is a great question because again it’s a question that if we can

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Steven Migacz: Tap into what are people holding on to during this time as consumers, businesses can utilize that information to provide it for for folks to actually reconnect with folks by using the things that people are are holding most dear right now. So that was both the origin and the value

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Steven Migacz: Of the question and the responses.

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Steven Migacz: So what we got. Number one was the pandemic provided people with

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Steven Migacz: A time or a instinct to evaluate reevaluate the priorities in life.

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Steven Migacz: As, as I mentioned a slower approach to life, not having every moment of every day being accounted for based on your calendar or reduction and activities.

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Steven Migacz: I’m being less dependent on consumerism and this is obviously anecdotal, but my I know my wife said, you know, at some point, you know, I gotta say.

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Steven Migacz: Since you can’t spend any money outside. We’ve been doing really well you know we’ve saved up a nice little nest egg because

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Steven Migacz: Yes. Steve, can go and get coffee every day. He’s not using, you know, so, so we became less and I was perfect. I didn’t miss anything. So, anecdotally, I could understand that the less dependence on consumerism.

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Steven Migacz: And potentially for some folks. This one had a positive outcome on their finances.

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Steven Migacz: A more confidence and working from home. A lot of people respondents, you know, in their responses mentioned that they really didn’t know

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Steven Migacz: how successful they would be working from home, but since they kind of established themselves at home, they really didn’t want to go back. Yeah, they really enjoyed

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Steven Migacz: All the things that working from home provided

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Steven Migacz: And then completing honey do list. Unfortunately, this is not, this is not anecdotal. I did. No honey do list activity.

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Steven Migacz: But others did. And, you know, having the opportunity to be at home, gave them that that obviously opportunity to work on whatever it was.

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Steven Migacz: That they really hadn’t set as a priority prior to the pandemic. So that was the number one response a silver lining as yes this is a terrible time in our lives, but it has given us an opportunity to evaluate our priorities and re prioritize what’s important to us.

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Steven Migacz: The next most popular response was family time and

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Steven Migacz: You know bonding, not only with people in your house that you’re forced to kind of spend time with but also up

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Steven Migacz: Actually spending more time bonding with people outside the home with extended family members through virtual chats through online chats.

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Steven Migacz: Um, maybe reaching out to friends and family members that you haven’t spoken to in years because you’ve got your home. We’ve got maybe perhaps more time but also

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Steven Migacz: We’re all feeling our mortality here. We’re all worried about our loved ones. So this actually gave an impetus to be more bonded with family and friends.

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Steven Migacz: And also family time and

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Steven Migacz: While we’re stuck in this house together. This is an opportunity for us to play Monopoly. This is, you know, a lot of responses talked about this is we haven’t had a traditional dinner.

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Steven Migacz: You know, we don’t normally have traditional dinner, but we have traditional dinner now and it’s been great and couples talked about. There’s several responses about increased intimacy now spending more time together.

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Steven Migacz: The third most popular comment was about self, self reflection, um,

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Steven Migacz: They responded to talk about not having to spend time

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Steven Migacz: Commuting or not spending time doing other things that involve leaving the house gave them time to really reflect about what

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Steven Migacz: Things that they wanted to reflect on like setting new goals or learning new skills.

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Steven Migacz: And a lot of the respondents talked about a deep respect for essential workers or people that were

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Steven Migacz: Obviously more impacted by the pandemic than others. So this is a time that people took as an opportunity for them to think about things beyond

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Steven Migacz: Their everyday things prior to the pandemic.

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Steven Migacz: And the last one I want to talk about as a call to action. This was, um,

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Steven Migacz: Essentially

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Steven Migacz: People wanted to

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Steven Migacz: Response in this in order to be part of this category response had to say, or had to in some way insinuate that they needed there to be an action needed there to be something that happened, and the most popular concerns had to do with pollution or environment, climate.

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Steven Migacz: But also a lot of responses were fit into a code of global health care whether it needs to be a global health care system, whether it needs to be cheaper healthcare better healthcare. Healthcare healthcare.

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Steven Migacz: There were lots of responses that really talked about needing to address advances in the educational system. Um, and that this situation kind of posed the

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Steven Migacz: You know, the question do we need, you know, if we’re if we’re successfully working in virtual classrooms, do we need in class classroom settings and that was more than a few responses and i was i was i was surprised by that I’m finding

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Steven Migacz: Now we get to to really where I feel most comfortable is talking about service recovery and very, very briefly service recovery has to do with atonement or or

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Steven Migacz: Resolution of a service failure and all services fail. Why, because they are services and we deal with people on there’s lots of reasons why services.

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Steven Migacz: It’s not a question of if, it’s a question of when a service will fail. So service firms and service providers have to have a plan have to have a plan to

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Steven Migacz: diminish the impact of a service failure and we call that a service recovery attempt. And we know that most of the time service recoveries are not successful. It’s very difficult. Once a cert once a consumer has been kind of wronged.

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Steven Migacz: To get them back. You know, you really have to do a great job of getting them excited. Again, um,

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Steven Migacz: We also know that if you fail. Initially, and you fail with your service recovery. You’ve now failed that consumer not once, but twice, and this is called a double deviation

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Steven Migacz: And now customers are not just dissatisfied but customers have intense feelings of betrayal of vengeance, so

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Steven Migacz: For me service recovery is very important because you will you will you will definitely had issues with service failures and very rarely do we perform service recovery.

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Steven Migacz: Adequately. This is an opportunity to examine search recovery based on a you know a pandemic. So this is the probably the most interesting aspect of the research to me.

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Steven Migacz: So all the people we talked to and I already mentioned that that that more than half the people we talked to more than half of that 900 plus sample arm a great deal or over 50% of those folks had had their plans, their travel plans cancelled. And so we asked them, What did

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Steven Migacz: You know, what did the industry providers, what did they do for you and the responses were 30% of the respondents felt they received a sincere apology.

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Steven Migacz: 26%

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Steven Migacz: Said they were offered a full refund.

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v 16% said they were given full credit for the same trip only pushed back or pushed to the future.

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Steven Migacz: 13% were given a partial refund of their payment.

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Steven Migacz: And 12% at the time of the survey still had not had a resolution to their problem.

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Steven Migacz: So looking at this slide and looking at the results. Um, it made me wonder how happy people were with with the recovery process and

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Steven Migacz: You know this this is

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Steven Migacz: You know goes in line with

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Steven Migacz: Why we why we care about service recovery because service recovery can have

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Steven Migacz: significant impacts on whether a person will continue working with a company or work with a company in the future. Whether the person will have nice things or not so nice things to say about that company.

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Steven Migacz: To others and whether or not there. I’m going to have a feel that the have a positive image of that company.

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Steven Migacz: So these are all important things. And what we found when we asked these folks, these respondents. What were the most important factors for you having a good feeling about your service provider.

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Steven Migacz: This goes in line with everything I’ve ever known about service recovery and what’s important. These folks in this sample is exactly what’s important and all other studies about service recovery. They want courtesy. They want flexibility.

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Steven Migacz: They want honesty.

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Steven Migacz: And they want justice.

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Steven Migacz: Or they want to be treated fairly.

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Steven Migacz: So these things that that are exactly the most important were cited by this the responses. The most important things why they felt they had a great experience with the industry provider for this particular problem. This goes in line with with years and years of research.

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Kristy Kotek: Hey, do we have a moment for a couple questions that came in.

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Kristy Kotek: Absolutely. Okay first question from JC what effect do you think this pandemic has had or will have on the perception of the hospital hospitality travel and tourism industry as a career option for future students are those that are looking to get into the industry.

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00: Steven Migacz: Yeah, I think that’s a phenomenal question.

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Steven Migacz: You know,

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Steven Migacz: I owned a restaurant during 911 and i i can’t pinpoint and say 911 is reason why my restaurant close down, but I can tell you that it had a tremendous impact on the solvency of my restaurant, um,

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Steven Migacz: And I had every, you know, anything that a failed business owner, you know, experiences emotionally and financially, I have that happened to me.

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Steven Migacz: So I can empathize with my students, you know, you know, I, Hey, I know what it’s like to, to experience, loss of job loss of income feeling of failure, all those things. Um, but

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Steven Migacz: I think that the industry attracts people that can’t help but love the industry. I’m in an industry that i i can’t imagine not being excited about, you know, what do we provide we provide happy memories we deliver generosity.

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Steven Migacz: How does that go away. How do I stop that and say, Steve, you just become an accountant.

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Steven Migacz: You know there’s safety to who knows I mean we’re, we’re looking at a potential recession, depression, we don’t know what industries are going to be most stable i can’t i can’t fathom there not being a strong Hospitality and Tourism industry, maybe not tomorrow.

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Steven Migacz: But a year from now, two years from now, I’m prior to the pandemic, more people have traveled than ever before there were more jobs than ever before. Um,

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Steven Migacz: Some of the trends that we saw though prior to the pandemic.

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Steven Migacz: Consolidation I’m a better balance of high tech and high touch and we saw those things happening. And I imagine that those things will be even more important post pandemic.

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Steven Migacz: But the hospitality and travel industry, you know, if you’re a student currently in school.

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Steven Migacz: I would say

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Steven Migacz: Be patient. But if this is your passion.

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Steven Migacz: I would say have faith.

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Kristy Kotek: Requested up. I love that response things down. Another question came in from tonic Thomas Kernan. He says, thanks so much for sharing, Steve.

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Kristy Kotek: And he has a question about the perceived long term behavioral changes. How are you thinking about people’s assumptions about their long term behaviors being like the new year’s resolution that is we might say, we will keep reading. Washing our hands.

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Kristy Kotek: Really well or eating dinner with our families, but by this pandemics metaphorical February, will our thorough handwashing and family that are sitting next to the exercise by

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Kristy Kotek: Membership. Do you have a way to attend to account for responded sense of long term commitment to their responses or lack thereof.

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Steven Migacz:: Tom

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Thank you for your

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Steven Migacz: Question. Um, I think that there’s a lot of validity in that in that response. I think that it’s quite possible that um

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Steven Migacz: What people are perceiving to be long term behavioral changes, you know, if we get, you know, the news that we have a vaccine. Everything’s off you know we just go back to doing what we’ve been doing. I think for me the handwashing the attention to hygiene, which was the most popular response.

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Steven Migacz: There’s a good chance. I think that may very well be.

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Steven Migacz: You know,

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Steven Migacz: Not as as prominent

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Steven Migacz: I think the other ones that are I think that if you found your experience that having

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Steven Migacz: Weekly dinners with your family is something that you hadn’t had prior and this is something that you really see the utility in and really see the benefits, I think, I think some of those things have staying power.

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Steven Migacz: Hey, thank you. And the last question has come in so far from Karen, do you think hotels will offer more discounts and will they have less employees per shift.

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Steven Migacz: I think yes.

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Steven Migacz: I think that um

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Steven Migacz: It’s going to be tough, you know, it’s gonna be tough for in the short term, it’s going to be very difficult for for hotels, it’s going to be difficult for any industry and Hospitality and Tourism.

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Steven Migacz: To maintain the size and scope of their business as it was prior to the pandemic. So I do think that they there will be less less employees, but I also think that

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Steven Migacz: Hotels got and it’s not just hotels, all these businesses have to provide some value added aspect in order to encourage them to come back.

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Steven Migacz: Okay, it’s one thing to show that you’re really doing great job cleaning. It’s another thing to say, look, we’re so confident that you’ll enjoy your stay there. We’re going to give you an extra day you know on us.

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Steven Migacz: I realized the financial implications associated with that and they’re high, but I don’t think that there’s

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Steven Migacz: There’s much of an option.

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Kristy Kotek: Then one more question popped in. How do you think movie theaters and play venues will be able to come back.

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Steven Migacz: Well, based on the research that we’ve done on this White Paper, it would, I should say that this White Paper is shared on the Roosevelt.

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Steven Migacz: Actually Christie can probably don’t even know where that where it is and I

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Steven Migacz: You probably know better than I do, where it is, but I’m the research based on this White Paper would suggest that large gatherings is not something that people really excited to be part of right now, it’s one of the things that they’re least likely to to kind of

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Steven Migacz: Participate in so you know i think that what you know, movie theaters can do is kind of what restaurants are being asked to do is diminished capacity and as you know someone

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Steven Migacz: In the industry. I can’t imagine working at diminished capacity in a restaurant and really I’m

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Steven Migacz: Really, you know, making it

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Steven Migacz: Usually you need every table you got you need to turn those tables, three or four times. So only having, you know, 30% of potential customers in your restaurant. I don’t know what that kitchen.

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Steven Migacz: Did you want me to go to the next slide.

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Kristy Kotek: We have one more question came in, will you redo the survey today in the future and see how the responses change over time.

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Steven Migacz: That is something that actually, that’s, that’s a great question because

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Steven Migacz: A lot of the peer reviewed journal editors are really because the topic is so incredibly important. They’re getting dilute dilute into thousands of

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Steven Migacz: articles that are being submitted about cove ID and what they’re saying is, unless you can compare results, we really don’t want to spend too much time.

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Steven Migacz: On one time studies so longitudinal studies or studies where you can compare this very similar studies would be something that would be most interesting to us as editors of top tier journals.

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Steven Migacz: And I understand that. Um, I don’t know if we would do that. Um, I’ll be honest with you, you know, the world changes so quickly.

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Steven Migacz: I’m already looking into different things to research as we speak. It’s a, it’s a great topic. It’s important topic, but I don’t know if I’d if I have plans to to really duplicate the there’s no doubt that that it would be interesting, absolutely no doubt.

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Steven Migacz: Dr Draco’s are much harder work than I am sure she’s got something in mind.

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Steven Migacz: I do want to mention really quickly. This last

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Steven Migacz: Slide on this last slide, I want to mention because I have to tell you that we asked everyone you know the the

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Steven Migacz: The majority of people who who took this survey had their plans cancelled and we asked him point blank based on whatever particular

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Steven Migacz: Industry you you were affected by how successful, were they in solving the problem. And as you can see the numbers are are high. I can tell you

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Steven Migacz: Rarely our industry service recovery numbers be above 50% and you can see with the exception of car rentals. All of these industries arm according to the respondents in our sample according to the sample of people in our sample. They did an amazing job.

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Steven Migacz: And that is another aspect of our research in this why this is a comprehensive research.

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Steven Migacz: Project. This goes into service recovery more deeply.

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Steven Migacz: And do you would have proponents of cognitive appraisal theory would tell you that the reason why people are so satisfied with how companies handle this issue was people are not blaming

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Steven Migacz: These companies for the pandemic and if they don’t have control over the issue, then they don’t expect as much, or they’re not as scrutinizing as they normally would be.

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Steven Migacz: If I go to a restaurant and the waiter drops

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Steven Migacz: The soup in my lap. I blame that waiter. It’s going to take a lot for that waiter to make me happy. Um, whereas with this situation. There’s some theorists would suggest that this is a reflection of people just simply not I’m

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Steven Migacz: Not blaming or attributing the blame on the service industries and that is another part of the research that we’ve asked additional questions about and we try to identify

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Steven Migacz: Whether or not that is the reason why these numbers are so high and and in an academic journal. We will publish those results and next week we’ll be back. Everyone will be back right here, and we’ll talk about. Now I can

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Steven Migacz: I think the last two slides are really the key takeaways that are also provided on the arm the

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Steven Migacz: The White Paper itself so

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Steven Migacz: Unless you have any further questions for me.

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Steven Migacz: I think that’s it.

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Kristy Kotek: Well, thank you so much, Professor mega. This was enlightening and

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Kristy Kotek: Just I think from my personal perspective, I felt like a lot of the responses were aligned with my feelings and views, you know, at the onset and some that continue to stay with me so

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Kristy Kotek: You know, I was thinking a lot about how in Chicago. I live very close to a large Park and how my husband and I

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Kristy Kotek: Have consistently over the years gone there to walk and go to the park with our son, but we’re like, it’s always it’s just always booming now with people riding bikes and exercising or hanging out as a family. So that’s been really pleasant to see

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Yeah.

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Kristy Kotek: But thank you so much for your time. Are there any last minute questions and thank you all for joining. I’m you’ll receive a post

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Kristy Kotek: Webinar email with the link to this recording in that that that link. You’ll can also find Professor my against white paper I shared the link to in the chat and I hope you all stay safe and well

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Steven Migacz:Thank you all for your attention. I appreciate and thank you for your help, Christine.

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Kristy Kotek: No, no, thank you. The pleasure is nine.

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Kristy Kotek: I think that’s a wrap for questions a lot of good ones that came in.

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Kristy Kotek: Okay, thank you so much. Have a good afternoon.

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Steven Migacz: Have a great one. Everyone

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Travel Consumer Feedback and Reflections: Onset of COVID-19