Testing of a Perceived Value Model: A Two-Period Comparison in B&B Accommodations

ABSTRACTThis study proposes and validates a holistic perceived value model (PVM) in the B&B sector and identifies the impacts of COVID-19 on guests’ perceived values toward B&B services. Ten attributes of B&B services were proposed: Ambience, Layout, Decor, Signs, Image, Cleanliness, Attentiveness, Professionalism, Guest to guest, and Reliability, which explain guests’ perceived value and their subsequent WOM behaviors. Two datasets were collected for the period of November–December 2019 (Period I) and the period of November 2020–February 2021 (Period II). PLS-SEM and comparative analysis were performed to delineate the changing perceptions of B&B guests. Findings indicate a robust model of the proposed PVM and suggest a significant increase in guests’ assessment of B&B service attributes (Ambience, Layout, Signs, Image, Cleanliness, Attentiveness, Professionalism, and Reliability). In addition, managerial implications will benefit practitioners by offering possibilities to enhance B&Bs’ attraction to guests in a dynamic environment with health-challenges-induced uncertainties.KEYWORDS: Perceived valueCOVID-19Bed and breakfastServicescape Disclosure statementNo potential conflict of interest was reported by the author(s).