What Safety and Security Measures Really Matter in the Post-COVID Recovery of the Hospitality Industry? An Analysis of the Visitor’s Intention to Return in Spain

In times of COVID-19, trust in safety and security measures in the hospitality industry has become a key variable for destination management and recovery; but what are the main measures that should be applied to ensure visitors’ confidence? This paper seeks to understand and identify the main tools proving efficient in ensuring the return of visitors. With this aim, the perception of tourists visiting the Region of Murcia (Spain) during 2021 is analyzed. Main results state that the adoption of anti-COVID measures by establishments positively influences user’s satisfaction and their intention to repeat. Moreover, disinfection and hygienic measures along with capacity restrictions are identified as the preferred measures. Visitors were also asked about how new technology measures recently developed by the industry could influence their intention to return. Results show that those aimed at monitoring air quality and cleaning and disinfection of spaces are crucial. These findings contribute relevant recommendations for the hospitality industry and destination managers in a post-COVID horizon.