Investigation the Effect of Primary Appraisal on Active and Passive Coping Behaviors of Customers with the Mediating Role of Cognitive and Emotional Factors. Case of Study: Ghasr Talaee International Hotel in Mashhad

The tourism industry has a significant impact on the economies of countries. Hotel management is one of the pillars of this industry. In service marketing, predicting customer behavior in the face of unfavorable and unexpected conditions is very important, because it has a direct effect on behavioral reactions. The purpose of this study was to investigate the effect of primary appraisal on active and passive coping behaviors of customers with the mediating role of cognitive and emotional factors in the Ghasr Talaee International Hotel in Mashhad, which is practical in terms of purpose and descriptive-survey method. The statistical population consists of customers of Ghasr Talaee International Hotel in Mashhad. In order to collect data, 300 questionnaires were distributed in non-probabilistic ways and during the research, 221 questionnaires were returned. Data collection tool is a localized questionnaire based on Cai et al that Content validity was confirmed through expert opinion and structural validity using confirmatory factor analysis and its reliability by Cronbach's alpha method. To test the hypotheses, structural equation modeling method and Smart PLS software have been used. The results show that the primary appraisal is effective in cognitive and emotional factors, while the primary appraisal is not effective in active and passive coping behaviors. According to the results of hypotheses, the effect of cognitive factors on passive and active coping behaviors and the effect of emotional factors on active coping behavior is also confirmed. Finally, the results of mediating hypotheses show that cognitive and emotional factors are of the full mediating type