Risk and destination perceptions of Wuhan, China since the COVID-19 pandemic

ABSTRACT

The COVID-19 outbreak has the world gripped by fear and panic with its high velocity of infection. Based on the first three months of the global pandemic centred in Asia, this study investigates the relationship between the perception of COVID-19 on consumers’ destination image towards Wuhan and China, and how risk perceptions and changes in destination image affect travel intention to the destinations. Findings illuminated that perceptions of COVID-19 do not have a direct effect on destination image. Instead, risk perception of travelling during the pandemic mediated its effects on the destination image of Wuhan and China. Theoretical and practical implications concerning the management of destination image for the recovery of tourism are discussed with future possibilities of this research.

KEYWORDS:

• Destination image
• risk perceptions
• COVID-19
• travel intentions
• affective destination image
• cognitive destination image

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Yi Xuan Ong

Yi Xuan Ong is a second year Doctoral student in the Graduate School of International Media, Communications and Tourism Studies, Hokkaido University. Her current research focus includes: social media influencer (SMI) destination marketing, destination image, online travel information behaviour, risk and crisis communication.

Naoya Ito

Naoya Ito is a Professor in the Research Faculty of Media and Communications at Hokkaido University. His research interests include information behaviour, risk and crisis communication.

Tao Sun

Tao Sun is currently a third year PhD candidate in the Graduate School of International Media, Communications and Tourism Studies, Hokkaido University. His research interests are online travel information behaviour, risk communications, and young consumers in China.