Implementing ‘cleanliness is half of faith’ in re-designing tourists, experiences and salvaging the hotel industry in Malaysia during COVID-19 pandemic

Purpose In the prevailing COVID-19 pandemic, organizations now are expected to serve customers who are highly conscious of safety and sanitation. Among others, the hospitality industry is significantly and negatively influenced by this pandemic. Given the unique characteristics of services, using advanced technology is not enough to create a memorable experience without physical interaction between service providers and customers. Thus, this...