To survive or to thrive? China's luxury hotel restaurants entering O2O food delivery platforms amid the COVID-19 crisis.

Content Provider	Europe PMC
Author	Yang, Fiona X. Li, Xiangping Lau, Virginia Meng-Chan Zhu, Victor Z.
Copyright Year	2020
Abstract	COVID-19 presents luxury hotels with an unenviable task of maneuvering to secure survival. One of the contingency measures of China’s five-star hotels is to salvage revenues by entering online-to-offline (O2O) food delivery platforms. However, both opportunities and risks will ensue. Study 1 has content analyzed customer reviews on the largest O2O food delivery platform in China to probe the key factors of concern. The results show that taste, freshness, and brand credibility remain salient, as in dine-in experiences, while packaging and delivery quality emerge as a result of the integration of the O2O platform, and hygiene due to the COVID-19 pandemic. Interestingly, interaction quality between restaurant staff and customers still plays significant roles with the online channel. Study 2 has further deepened the understanding of luxury restaurants’ O2O services through semi-structured interviews with F&B professionals. The results have paved the way for hotel operators to employ tactics on O2O platforms.
Related Links	https://europepmc.org/backend/ptpmcrender.fcgi?accid=PMC8586794&blobtype=pdf
ISSN	02784319
Journal	International Journal of Hospitality Management [Int J Hosp Manag]
Volume Number	94
DOI	10.1016/j.ijhm.2020.102855
PubMed Central reference number	PMC8586794
PubMed reference number	34785845
e-ISSN	18734693
Language	English
Publisher	Elsevier Ltd.
Publisher Date	2021-01-16
Access Restriction	Open
Rights License	Since January 2020 Elsevier has created a COVID-19 resource centre with free information in English and Mandarin on the novel coronavirus COVID-19. The COVID-19 resource centre is hosted on Elsevier Connect, the company's public news and information website. Elsevier hereby grants permission to make all its COVID-19-related research that is available on the COVID-19 resource centre - including this research content - immediately available in PubMed Central and other publicly funded repositories, such as the WHO COVID database with rights for unrestricted research re-use and analyses in any form or by any means with acknowledgement of the original source. These permissions are granted for free by Elsevier for as long as the COVID-19 resource centre remains active. © 2020 Elsevier Ltd. All rights reserved.
Subject Keyword	O2O Luxury hotel restaurant COVID-19 Service quality Brand credibility
Content Type	Text
Resource Type	Article
Subject	Tourism, Leisure and Hospitality Management Strategy and Management