ABSTRACT
This study set out to investigate the effects of country image (CI), subjective knowledge (SK) of COVID-19, and destination trust (DT) and their relationship to travel attitude and visit intention during the COVID-19 pandemic. This research used Canada and the USA as cases to investigate people's domestic and international travel intentions. It tested the travel attitude and visit intention of domestic residents and international travellers, specifically Canadians travelling domestically versus Americans travelling domestically, and Canadians travelling to the USA versus Americans travelling to Canada. Two timeframes (i.e., one year vs. two years) were examined to further reveal the underlying relationships between those important constructs. First, this study supports findings that CI positively influences travel attitude and that DT is more prominent compared to CI under the adverse conditions of an ongoing pandemic. The indirect impact of CI through DT on travel attitude is significantly greater than the direct impact of CI. Second, it confirms that SK of COVID-19 negatively influences both domestic and international travel attitude. However, the impact of SK on DT varies with the risk of the domestic environment. Third, there were no direct impacts of CI, SK, and DT on domestic visit intention.