The relationship between destination image and destination safety during technological and social changes COVID-19 pandemic.

ABSTRACT

This study aimed to assess the relationship between safety perceptions and destination image in the Central European region during the technological and social environment change brought about by the COVID-19 pandemic. The study sample consisted of respondents from three Central European countries, namely, the Czech Republic, Hungary, and Slovakia. The quantile regression analysis was used to analyze the relationship between the image of the destination and its perceived safety. The results showed that concerns about the safety of the tourism environment could be negatively associated with the image of the infrastructure in Hungary and Slovakia, with value for money in the three countries, and with images of enjoyment in Slovakia. Higher levels of destination safety may be associated with a more positive destination image, with health, facilities and services being the most important dimensions of perceived safety, because of the pandemic. This study contributes to the knowledge of the concept of destination images and the development of tourism.