Destination-Image Recovery Process and Visit Intentions: Lessons Learned from Hurricane Katrina

Abstract

Hurricane Katrina is considered the most costly and deadliest hurricane in the history of the United States. This study examined the differences in tourists' destination image of New Orleans before and after Katrina. This study also aimed at identifying significant destination attributes that affect travelers' intention to visit after a disaster. Paired sample t tests found that travelers' perceived image of New Orleans post-Katrina was significantly more negative than before Katrina. Independent t tests showed that the image of New Orleans after Hurricane Katrina was significantly more favorable among repeat visitors. Multiple regression analysis revealed destination image attributes, (e.g., exciting nightlife, restaurant variety, friendly locals, good value, and safe to visit), gender, and past experience were significant predictors of visit intentions. Findings may assist practitioners in accelerating the destination-image recovery processes following a disaster, as well as, stimulate the inclusion of tourism elements within crisis management plans. Destinations that have an accurate understanding of their image before a disaster will be more equipped to concentrate on the destination's core strengths.

Keywords:

• Hurricane Katrina
• New Orleans
• destination image
• visit intentions