The Impact of Risk Perception on the Destination Image and Visit Intention: COVID-19 Pandemic and Wuhan Tourism

Journal: Modern Economics & Management Forum DOI: 10.32629/memf.v2i5.498

Lu Chen

Department of Global Hospitality and Tourism, Graduate School, Kyung Hee University, Seoul, Korea

Abstract

This study aims to explore the relationship between risk perceptions and destination image and visit intentions with Chinese domestic tourists. This article divides the destination image into cognitive and affective dimensions. The current study also examines how three risk perceptions, including physical, financial and performance risks, influence the intention to visit a destination. Evidence from 336 Chinese domestic tourists who visited Wuhan after COVID-19 pandemic suggest that perceived risk negatively and significantly influences cognitive and affective images. At the same time, cognitive and affective images positively influence the intention to visit.

Keywords

risk perception, destination image, visit intention, COVID-19, Wuhan

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