Destination image during the COVID-19 pandemic and future travel behavior: The moderating role of past experience

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dc.citation.volume21
dc.contributor.authorRasoolimanesh SM
dc.contributor.authorSeyfi S
dc.contributor.authorRastegar R
dc.contributor.authorHall CM
dc.date.accessioned2025-08-06T22:56:33Z
dc.date.available2025-08-06T22:56:33Z
dc.date.issued2021-09-01
dc.description.abstractThis study investigates the effects of cognitive destination image shaped by media during the COVID-19 pandemic on willingness to support and post-pandemic travel intention. Drawing upon the concept of cognitive destination image and through an online self-administered survey, the effects of four factors including trust, crisis management, healthcare system, and solidarity on travel behavioral intention are compared based on tourists’ prior experience of a given destination. To achieve this aim, ten countries with different coping strategies, numbers of positive cases and mortality rate were studied. A total number of 518 useable questionnaires were collected from the prospect international tourists who followed news related to COVID-19 for one of the selected countries and plan to travel in the future. Partial least squares – structural equation modeling and multi-group analysis were used to test the model and hypotheses. The results showed the high predictive power of the model on post COVID-19 travel behavioral intention. The findings revealed the strong and positive effects of trust and healthcare system on behavioral intention of respondents without past experience to visit a destination, whereas the effect of solidarity on behavioral intention was identified much stronger for the prospect tourists with past experience of visiting a destination. This research provides unique theoretical contributions by investigating the effects of trust, crisis management, healthcare system, and solidarity shaped by media during COVID-19 outbreak as the components of cognitive destination image on future behavioral intention across past experience of visiting a destination. This study also provides insights on post-crisis recovery factors affecting travel behavioral intention and demand.
dc.description.confidentialfalse
dc.edition.editionSeptember 2021
dc.identifier.citationRasoolimanesh SM, Seyfi S, Rastegar R, Hall CM. (2021). Destination image during the COVID-19 pandemic and future travel behavior: The moderating role of past experience. Journal of Destination Marketing and Management. 21.
dc.identifier.doi10.1016/j.jdmm.2021.100620
dc.identifier.eissn2212-5752
dc.identifier.elements-typejournal-article
dc.identifier.issn2212-571X
dc.identifier.number100620
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/73317
dc.languageEnglish
dc.publisherElsevier Ltd
dc.publisher.urihttps://www.sciencedirect.com/science/article/pii/S2212571X21000688
dc.relation.isPartOfJournal of Destination Marketing and Management
dc.rights(c) The author/sen
dc.rights.licenseCC BYen
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/en
dc.subjectCOVID-19
dc.subjectIntra-pandemic destination image
dc.subjectPost-pandemic travel intention
dc.subjectPast experience
dc.subjectDestination familiarity
dc.subjectPost-crisis recovery
dc.titleDestination image during the COVID-19 pandemic and future travel behavior: The moderating role of past experience
dc.typeJournal article
pubs.elements-id502396
pubs.organisational-groupOther
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