This study investigates the impact of the COVID-19 pandemic on consumer trust in the hotel industry, focusing on how the dynamics of trust as a determinant of consumer booking intentions have evolved. Grounded in Social Contagion Theory, the research examines how consumers’ attitudes toward trust spread within social networks during crises. Data collected via Qualtrics surveys across pre-pandemic, during the pandemic, and post-pandemic stages reveal that while the overall trust level remained stable, the pandemic significantly moderated the influence of trust on hotel booking intentions in the post-pandemic period. Findings suggest that consumers now prioritize factors beyond traditional trust, and marketers need to adapt marketing strategies to meet new consumer expectations, emphasizing the importance of customer engagement and trust maintenance to navigate the post-pandemic environment effectively.
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