Destination Image Impacts of Wuhan Post-pandemic on China’s Foreign Students’ Behavioural Intention

Abstract

Wuhan was discouraged over time as a tourist destination after the COVID-19 pandemic spread around the world. This unique and unexpected situation, particularly affected foreign students’ behaviour, urging them to avoid the well-known Chinese tourist spot, notoriety recently tainted by the spread of the epidemic around the world. The objective of this research is to determine if there are any direct and indirect impacts of destination image on behavioural intention through attitude. Based on an online survey of 385 participants were analysed using path analysis through a nonprobability, convenience-sampling approach. Findings suggest that: (1) destination image is directly associated with attitude; (2) attitude is directly associated with behavioural intention; (3) destination image is directly associated with behavioural intention; (4) destination image is indirectly associated with behavioural intention through attitude. The outcome of this research will therefore a contribution to decision-making process managers of tourism destinations so that they can manage their business in the best possible way to accommodate the post-pandemic situation.