The influence of communication in destination imagery during COVID-19

Abstract

A little over a year after the pandemic and ensuing state-of-emergency were officially declared, it seems timid signs of budding recovery are finally appearing. This paper presents empirical evidence related with a destination recovery during the COVID-19 pandemic. Data were collected during the early reopening of tourism in Spain (Easter break). This research evaluates the links between communication -both DMO (destination marketing organization) and tourist-generated communication- and destination awareness, imagery and perceived health safety. We also analyzed the impact of travel frequency on the entire construct set, as well as its role as potential moderator in the causal model. Results allow us to put forth a series of recommendations for tourist destination managers, aimed at meeting the challenges of progressively opening up tourism and mobility as the COVID-19 pandemic reality continues to evolve.