University of Oulu

S.Mostafa Rasoolimanesh, Siamak Seyfi, Raymond Rastegar, C.Michael Hall, Destination image during the COVID-19 pandemic and future travel behavior: The moderating role of past experience, Journal of Destination Marketing & Management, Volume 21, 2021, 100620, ISSN 2212-571X,

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

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Author: Rasoolimanesh, S. Mostafa1; Seyfi, Siamak2; Rastegar, Raymond3;
Organizations: 1Centre for Research and Innovation in Tourism (CRiT), Taylor's University, Subang Jaya, Malaysia
2Geography Research Unit, University of Oulu, Finland
3UQ Business School, University of Queensland, Australia
4Department of Management, Marketing and Entrepreneurship, University of Canterbury, New Zealand
5School of Business and Economics, Linnaeus University, Kalmar, Sweden
6School of Tourism & Hospitality, University of Johannesburg, Johannesburg, South Africa
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1 MB)
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Language: English
Published: Elsevier, 2021
Publish Date: 2021-05-26


This 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.

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Series: Journal of destination marketing & management
ISSN: 2212-571X
ISSN-E: 2212-5752
ISSN-L: 2212-571X
Volume: 21
Article number: 100620
DOI: 10.1016/j.jdmm.2021.100620
Type of Publication: A1 Journal article – refereed
Field of Science: 520 Other social sciences
Copyright information: © 2021 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY license (