SOCIAL AND PSYCHOLOGICAL ASPECTS OF BEHAVIOR OF HOTEL PRODUCT CONSUMERS DURING THE COVID-19 PANDEMIC
The study analyzes the problem of the on going rapid changes in the hotel industry caused by the COVID-19 pandemic. The influence of the pandemic on the socio-psychological aspects of consumer behavior in the hospitality industry and their main preferences when choosing a hotel product has been studied. Two factors are emphasized to determine the reaction of people to the current situation: overcoming fear and striving to reduce uncertainty regarding COVID-19. Four main psychotypes of consumers have been investigated, and using their example, the main changes in consumer behavior when purchasing services of the hospitality industry during the COVID-19 pandemic are presented. Categorical and correspondence analyzes were carried out to determine a statistically significant relationship between individual demographic characteristics and different attitudes of consumers of a hotel product to the basic problems of making a decision on the choice and purchase of services of hotel enterprises. The trends of changes in the hotel industry are determined, flexible solutions to current problems in this area are proposed in the context of the manifestation of the «New Normal».