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With over-the-top (OTT) streaming services rapidly transforming the media industry and saturating the market, the authors' study seeks to enrich the goal-directed behaviour model by exploring how perceived risks and descriptive norms influence OTT consumption.

Survey data from OTT subscribers were collected online to assess their risk behaviours. The 353 responses obtained were analysed with SmartPLS, validating the structural equation modelling (SEM) through structural and measurement model verification.

The authors' findings illustrate that descriptive norm, perceived behavioural control, as well as positive and negative anticipated emotion (NEM) and attitude, contribute positively to the desire to engage with OTT streaming services. Interestingly, the authors' study contradicts common assumptions, revealing that subjective norms do not significantly impact the propensity to utilise OTT services. This counterintuitive finding necessitates a reconsideration of prevalent theories and contributes to a nuanced understanding of OTT adoption determinants.

The data gathering for this study were conducted from the perspective of a single nation. Therefore, caution must be exercised when generalising this study's results.

The practical ramifications of this research are vast, providing OTT service providers and marketers with actionable insights to maximise user engagement and navigate perceived risks related to OTT service adoption and consumption.

This study's exploration of perceived risks and descriptive norms enhances the goal-directed behaviour model's breadth, facilitating a holistic comprehension of the constructs shaping OTT consumption behaviours. It would be the first attempt to combine perceptual, affective and behavioural factors and perceived risks to understand the user's predisposition to engage in OTT streaming services.

This study aims to evaluate the consumer perceptions related to sanitation in the five-star hotels due to the COVID-19 pandemic. It also identified the most significant sanitation dimensions and their influence on the pertinent emotions experienced by the hotel consumers.

It identified seven sanitation dimensions (i.e. exterior of the hotel, guestrooms, washrooms/restrooms, in-house restaurant dining, hotel employees, public areas and handling of food) which were assessed through 10 positive and negative consumer sanitation emotions. A structured online survey was conducted to collect data from the 763 five-star hotel consumers. Exploratory factor analysis was applied on the 35 parameters of the seven identified sanitation dimensions, and analysis of variance (ANOVA) was used to determine the most significant dimensions among the hotel consumers.

Results revealed that among the seven sanitation dimensions, “exterior of the hotel” and “public area” dimensions were found to be statistically less significant compared to the other sanitation dimensions. Findings related to consumer emotions showed that a significantly high percentage of consumers revealed strong negative emotions, i.e. disgust and discontent toward the poor standards of sanitation in the hotels.

The study results may be helpful for the hotel administrators and managers to adequately plan the training sessions for their employees based on the consumer perception and emotions toward the identified sanitation dimensions. Further, it may also help in the implementation of the COVID-19 awareness program based on the consumer inputs and perceptions.

Although a few studies have been performed to explore the sanitation dimensions in the hospitality sector before, but this will be a first attempt to identify and measure the sanitation dimensions and corresponding consumer emotions due to the COVID-19 pandemic.

This study aims to identify the innovative training programmes used by the hotel industry in India to support guests and employees during the Covid-19 pandemic. It also discusses the role of contemporary training programmes in boosting consumer confidence and enhancing their re-visit intentions.

The study centres on 28 virtual in-depth interviews (conducted via video conferencing applications) with hotel industry stakeholders in India based on two sets of semi-structured questionnaires. The study included hotel training managers, operations staff and some hotel guests. Interviewees were selected using a non-random purposive sampling method.

Results suggest that the implementation of new training programmes has significantly and positively influenced the re-visit intentions of guests. The study highlights the fact that the majority of guests prefer hotels that have stringent hygiene and sanitation protocols and where the hotel staff appeared to be more concerned about the safety of the guest during service delivery. Hotels were also found to be implementing various innovative programmes, especially Covid-19 awareness training and environmental management certificate training among other specialist programmes.

Prior research on pandemics (such as Middle-Eastern respiratory syndrome [MERS], severe acute respiratory syndrome [SARS], Spanish flu, etc.) has been undertaken and the role of training as a response, but there is little prior work on the role of these confidence-building training programmes in the Indian context and their influence on the re-visit intentions of guests after the Covid-19 pandemic.

Purpose: This study purposes to explore the numerous factors that had affected the tourism industry during the novel coronavirus outbreak in India. It also discusses the guidelines, directives and measures proposed by reputed agencies and organisations on the importance of education and training of the staff and consumers to boost their confidence in travelling and enhance their re-visit and re-purchase intentions.

Design/Methodology/Approach: A comprehensive literature review of the directives, guidelines and measures proposed by World Health Organization (WHO), Food safety and standards Authority of India (FSSAI), Federation of Hotel and Restaurant Association of India (FHRAI) will be done to explore the possibilities that are emerging for the revival of the hospitality industry in India, especially through education and training.

Results: This study based on the review of literature discussed the various guidelines on safety and hygiene concerning COVID-19 based on the different sub-sectors of the entire tourism industry (Accommodation, Airlines and Attractions) including areas where their implementation is required, for example, guest handling at front of the house areas, receiving and material handling, guest rooms, restaurants, kitchens, room service, linen handling, customer handling in airlines and airports and guest transportation.

Originality: This study will be useful for the stakeholders in tourism to re-draft their standard operating procedures to thrive back and instil trust amongst the tourists related to their safe and healthy stay at the hotels. It will also help the stakeholders to appropriately train their employees and give their guests an unforgettable and safe inclusive hotel experience.

Recently, the tourism industry in Asian countries has been adversely affected by two significant drivers: health emergencies and climatic changes. Virus outbreaks such as severe acute respiratory syndrome (SARS), Middle East respiratory syndrome coronavirus (MERS-CoV), Ebola, avian flu, Zika virus and H1N1 influenza virus have caused much greater damage to the tourism and travel industry of Asian countries as compared to the more localized natural disasters and crises such as tsunami, Kathmandu earthquake, Typhoon Mangkhut in Indonesia, etc., resulting in huge job losses, severe financial losses, shutdowns and human casualties. The purpose of this study is to briefly discuss the major viral outbreaks in the Asian countries and discuss their impact on the tourism industry. It will also discuss the resilience strategies taken by the Asian countries to re-emerge their tourism markets from these outbreaks. It will be based on the systematic review of the earlier literature on the various viral outbreaks and the corresponding resilience measures in the Asian peninsula. While the association between the pandemic and travel has been widely discussed in previous studies (Kuo, Chen, Tseng, Ju, & Huang, 2008; Lee, Son, Bendle, Kim, & Han, 2012), there is still no specific study which provides a comprehensive outlook on the various viral outbreaks and the tourism resilience strategies in Asia. It might also help the tourism industry stakeholders from the Asian countries to adequately identify and thoroughly plan for the possible future outbreaks and align resilience measures accordingly.