Every storm will pass: Examining expat’s host country-destination image, cultural intelligence and renewed destination loyalty in COVID-19 tourism

Cogent Business & Management

Shahid Nawaz¹  Umer Zaman²  Funda Bayrakdaroglu³  Murat Aktan³  Madeeha Gohar Qureshi⁴ 

[1] Department of Management Sciences, Islamia University Bahawalpur (Iub), Pakista;Endicott College of International Studies, Woosong University, Daejeon, Republic of Kore;Faculty of Economics and Administrative Sciences, Mugla Sitki Kocman University, Mugla, Republic of Turke;Research Economist, Pakistan Institute of Development Economics, (Pide), Islamabad, Pakista;

关键词: Country image;    destination image;    cultural intelligence;    destination loyalty;    global expats and COVID-19 tourism;   

DOI  :  10.1080/23311975.2021.1969631

来源: Taylor & Francis

【 摘 要 】

The massive cultural transformation in the pandemic-paused tourism industry has revamped loyalty towards destinations, thus prompting scholarly attention towards global expats who were rarely considered in tourism research. Drawing on data from 266 expats in South Korea, the study examined the effects of country image (CYI), destination image (DNI), and expat’s cultural intelligence (ECLI) on expat’s renewed destination loyalty (EDLY) in COVID-19 tourism. Using partial least squares structural modeling (PLS-SEM), we show that expat’s cultural intelligence has a significant influence on destination image and expat’s destination loyalty. Moreover, the study provides new empirical evidence that destination image mediates country image and expat’s destination loyalty in the COVID-19 tourism. The study findings underpin policy interventions to rescue tourism destinations under COVID-19 crisis, as well as restore loyalty towards destinations in the post-COVID-19 global tourism.

【 授权许可】

CC BY