The results indicated that the interaction effect between the COVID-19 threat salience and the relative importance of sensation seeking was marginally significant ( β = −0.17, se =0.10, t = −1.75, p = .082, 90% CI: [−0.337, −0.010]).
Moreover, the present research is considered practically significant and timely as it may furnish hospitability executives with actionable insights into enhancing consumers’ consumption values and satisfaction during this challenging period of operation. 2 Literature review 2.1 Impact of COVID-19 on hospitality and tourism The pandemic has had a detrimental impact on the hospitality and tourism industry.