INFLUENCE OF TOURISM DESTINATION IMAGE ON CONSUMER BEHAVIOUR

ABSTRACT

Coronavirus pandemic has increased the necessity for tourism destinations to develop strategies to position a positive image that reactivate tourism demand. The purpose of this paper is to evaluate the influence of tourism destination image on consumer behaviour during post Covid-19 stage. A structural equation model was developed to validate research hypotheses. Using a structured questionnaire applied to 150 consumers of Holguin tourism destination, it was evaluated the influence of image formation agents on tourism destination image. Furthermore, it was evaluated how image influence consumer behaviour, using a 7-point Likert scale. Results showed there is a positive influence from the content generated on official tourism providers social media profiles and mass-media on Holguin tourism destination image, especially on items related to security and sanitary protocols. It was demonstrated the moderator role of image on travel and recommendation intention by consumers.