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

Year 2021, Volume: 9 Issue: 2, 292 - 312, 01.12.2021

Febriana Riestyaningrum , Arash Pashaev Alessio Simone Sem Sisamuth

https://doi.org/10.30519/ahtr.829292

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.

Keywords

Impact COVID-19, Wuhan, China’s foreigner students, destination image, attitude, behavioural intention

References

• Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T.
• Ajzen, I. (2001). Nature and operation of attitudes. Annual Review of Psychology, 52, 27–58. https://doi.org/10.1146/annurev.psych.52.1.27.
• Akgün, A. E., Senturk, H. A., Keskin, H., & Onal, I. (2019). The relationships among nostalgic emotion, destination images and tourist behaviours: An empirical study of Istanbul. Journal of Destination Marketing & Management, 16, 1-13. https://doi.org/10.1016/j.jdmm.2019.03.009.
• Amalia, R., Yahya, A., Nurhalis, I. S., Mahdi, S., Putra. T. R. I., & Sartiyah. (2018). Impact of electronic word of mouth on tourist attitude and intention to visit Islamic destinations. Advances in social science, Education and Humanities Research, 292, 700-705.
• Amaro, S. & Duarte, P. (2015). An integrative model of consumers' intentions to purchase travel online. Tourism Management, 46, 64-79. https://doi.org/10.1016/j.tourman.2014.06.006.
• Andreassen, W., & Lindestad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customer with varying degrees of service expertise. International Journal of Service Industry Management, 9(1), 7–23. https://doi.org/10.1108/09564239810199923.
• Assaker, G., Vinzi, V. E., & O'Connor, P. (2011). Examining the effect of novelty seeking, satisfaction, and destination image on tourists' return pattern: A two factor, nonlinear latent growth model. Tourism Management, 32(4), 890–901. https://doi.org/10.1016/j.tourman.2010.08.004.
• Bakar, N. A., & Rosbi, S. (2020). Effect of Coronavirus disease (COVID-19) on the tourism industry. International Journal of Advanced Engineering Research and Science, 7(4), 189-193.
• Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897. https://doi.org/10.1016/S0160-7383(99)00030-4.
• Bao, G., Jia, Y., & Hu, F. (2008). Influence of destination image and perceived quality on future behaviour intention of tourist: A case of Hangzhou. Technology Economics, 27(6), 103–110.
• Beerli, A., & Martin, J. D. (2004). Factors influencing destination image. Annals of Tourism Research, 31(3), 657-681. https://doi.org/10.1016/j.annals.2004.01.010.
• Bigné, J. E., Sanchez, M. L., & Sanchez. J. (2001). Tourism image, evaluation variables and after purchase behaviour, inter relationship. Tourism Management, 23(2), 600-616. https://doi.org/10.1016/S0261-5177(01)00035-8.
• Bilim, Y., & Yüksel, A. (2008). Destination personality and favorable image creation through mediated experiences–holiday postcards. In A. Yüksel (ed.), Tourist satisfaction and complaining behaviour (pp. 273-287). New York: Nova.
• Bryman, A. & Bell, E. (2011). Business Research Methods. (3rd ed.). Oxford: Oxford University Press.
• Burns, A. C., & Bush, R. F. (1995). Marketing research. New Jersey: Prentice-Hall.
• Chen, C., & Tsai, D. (2007). How destination image and evaluative factors affect behavioural intentions. Tourism Management, 28(4), 1115–1122. https://doi.org/10.1016/j.tourman.2006.07.007.
• Chen, N., & Funk, D. C. (2010). Exploring destination image, experience and revisit intention: A comparison of sport and non-sport tourist perceptions. Journal of Sport and Tourism, 15(3), 239–259. https://doi.org/10.1080/14775085.2010.513148.
• Cheng, S., Lam, T., & Hsu, C. H. (2006). Negative word-of-mouth communication intention: an application of the theory of planned behaviour. Journal of Hospitality & Tourism Research, 30(1), 95-116. https://doi.org/10.1177/1096348005284269.
• Chin, L. C., Leng, L. H., Yuan, N. S., & Xiong, P. H. (2015). Determinants of travel intention among foreign students in malaysia- perspective from push-pull motivations. Unpublished bachelor thesis, Tunku Abdul Rahman University, Malaysia.
• Chin, W. W., & Todd, P. A. (1995). On the use, usefulness, and ease of structural equation modeling in MIS research: A note of caution. MIS Quarterly, 19(2),237-246. https://doi.org/10.2307/249690.
• Churchill, G.A. (1995). Marketing research: methodological foundations (6th ed.). Forth Worth, TX: Dryden Press.
• Collis, J., & Hussey, R. (2009). Business research: a practical guide for undergraduate and postgraduate students (3rd ed.). New York: Palgrave Macmillan.
• Court, B., & Lupton, R. A. (1997). Customer portfolio development: Modelling destination adopters, inactive and rejecter. Journal of Travel Research, 36(1), 35–43. https://doi.org/10.1177/004728759703600106.
• Fakeye, P. C., & Crompton, J. L. (1991). Image differences between prospective, first-time and repeat visitors to the lower Rio Grande valley. Journal of Travel Research, 30(2), 10-16. https://doi.org/10.1177/004728759103000202.
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312.
• Gardiner, S., King, C., & Grace, D. (2013). Travel decision making an empirical examination of generational values, attitudes, and intentions. Journal of Travel Research, 52(3), 310-324. https://doi.org/10.1177/0047287512467699.
• Gartner, W. C. (1994). Image formation process. Journal of Travel and Tourism Marketing, 2(2/3), 191-216. https://doi.org/10.1300/J073v02n02_12.
• Gnoth, J. (2002). Leveraging export brands through a tourism destination brand. Journal of Brand Management, 9(4), 262-280. https://doi.org/10.1057/palgrave.bm.2540077.
• Goodell, J. W. (2020). COVID-19 and finance: Agendas for future research. Finance Research Letters, 35, 1-5. https://doi.org/10.1016/j.frl.2020.101512.
• Goossens, C. (2000). Tourism information and pleasure motivation. Annals of Tourism Research, 27(2), 301–21. https://doi.org/10.1016/S0160-7383(99)00067-5.
• Gosal, J., Andajani. E., & Rahayu. S. (2020). The effect of e-WOM on travel intention, travel decision, city image, and attitude to visit a tourism city. Advances in Economics, Business and Management Research, 115, 261-265. https://doi.org/10.2991/aebmr.k.200127.053.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (Sixth ed.). New Jersey: Pearson Education. https://doi.org/10.1016/j.jmva.2009.12.014.
• Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks: Sage.
• Han, H., Hsu L. T. J, & Lee, J. S. (2009). Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers eco-friendly decision-making process. International Journal of Hospitality Management, 28(4), 519-528. https://doi.org/10.1016/j.ijhm.2009.02.004.
• Hanna, R., Rohm, A., & Crittenden, V. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265–273. https://doi.org/10.1016/j.bushor.2011.01.007.
• Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modelling [White paper]. Retrieved October 14, 2020, from http://www.afhayes.com/public/process2012.pdf.
• Hosany, S., & Prayag, G. (2013). Patterns of tourists' emotional responses, satisfaction, and intention to recommend. Journal of Business Research, 66(6), 730-737. https://doi.org/10.1016/j.jbusres.2011.09.011.
• Huaxia. (2020, October 13). China’s tourism rebounds during May Day holiday as coronavirus eases. Xinhua Headlines: China Edition. Retrieved November 2, 2020, http://www.xinhuanet.com/english/2020-05/05/c_139032433.htm.
• Hultman, M., Kazeminia, A., & Ghasemi, V. (2015). Intention to visit and willingness to pay premium for ecotourism: the impact of attitude, materialism, and motivation. Journal of Business Research, 68(9), 1854-61. https://doi.org/10.1016/j.jbusres.2015.01.013.
• Ismayanti. (2010). Pengantar Pariwisata. Jakarta: Grasindo.
• Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the Association Society for Information Science and Technology, 60(11), 2169–2188. https://doi.org/10.1002/asi.21149.
• Jalilvand, M. R., Samiei, N., Dini, B., & Manzari, P. Y. (2012). Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach. Journal of Destination Marketing & Management, 1(2), 134-143. https://doi.org/10.1016/j.jdmm.2012.10.001.
• Kim, H., & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of Tourism Research, 30(1), 216–237. https://doi.org/10.1016/S0160-7383(02)00062-2.
• Kim, H., & Stepchenkova, S. (2015). Effect of tourist photographs on attitudes towards destination: Manifest and latent content. Tourism Management, 49, 29-41. https://doi.org/10.1016/j.tourman.2015.02.004.
• Lam, T. & Cathy, H.C. (2004). Theory of planned behaviour: potential travellers from China. Journal of Hospitality & Tourism Research, 28(4), 463-482. https://doi.org/10.1177/1096348004267515.
• Lee, C. K., Lee, Y. K., & Lee, B. (2005). Korea's destination image formed by the 2002 World Cup. Annals of Tourism Research, 32(4), 839–858. https://doi.org/10.1016/j.annals.2004.11.006.
• Lee, T. H. (2007). Ecotourism behavioural model of national forest recreation areas in Taiwan. International Forestry Review, 9(3), 771–785. https://doi.org/10.1505/ifor.9.3.771.
• Lee, T. H. (2009). A structural model to examine how destination image, attitude, and motivation affect the future behaviour of tourists. Leisure Sciences: An Interdisciplinary Journal, 31(3), 215–236. https://doi.org/10.1080/01490400902837787.
• Lien, C., Wen, M., Huang, L., & Wu, K. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218. https://doi.org/10.1016/j.apmrv.2015.03.005.
• Li, J., Nguyen, T. H. H., & Coca-Stefaniak, J. A. (2020). Coronavirus impacts on post-pandemic travel behaviour. Annals of Tourism Research, 86(1), 102964.https://doi.org/10.1016/j.annals.2020.102964.
• Lin, C., Morais, D. B., Kerstetter, D. L., & Hou, J. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and themepark destinations. Journal of Travel Research, 46, 183–194. https://doi.org/10.1177/0047287506304049.
• Lita, R. P., Surya, S., Ma’ruf, M., & Syahrul, L. (2014). Green attitude and behaviour of local tourists towards hotels and restaurants in west Sumatra, Indonesia. Procedia Environmental Sciences, 20, 261–270. https://doi.org/10.1016/j.proenv.2014.03.033.
• Litvin, S. W., & Ng Sok Ling, S. (2001). The destination attribute management model: An empirical application to Bintan, Indonesia. Tourism Management, 22(5), 481–492. https://doi.org/10.1016/S0261-5177(01)00003-6.
• Liu, M., & Yu, Y. F. (2012). The impact of consumers beliefs on attitudes and patronage intention toward green restaurant in Taiwan. Advanced Materials Research, 524, 3501-3504. https://doi.org/10.4028/www.scientific.net/AMR.524-527.3501
• Lopes, S. D. F. (2011). Destination Image: origins, developments and implications. Journal of Pasos Revista de Turismo y Patrimonio Cultural, 9(2), 305-315. https://doi.org/10.25145/j.pasos.2011.09.027.
• Lucio, H., Maria, M. S. R, Miguel, A. M. T., & Javier, S. G. (2006). Tourism destination image, satisfaction and loyalty: A study in Ixtapa-Zihuatanejo, Mexico. Tourism Geographies, 8(4), 343-358. http://doi.org/10.1080/14616680600922039.
• Molinillo, S., Liebana, C. F., & Anaya, R. S. (2018). DMO online platforms: Image and intention to visit. Tourism Management, 65(18), 116-130. https://doi.org/10.1016/j.tourman.2017.09.021.
• Moutinho, L. (1987). Consumer behaviour in tourism. European Journal of Marketing, 21(10), 5-44. https://doi.org/10.1108/EUM0000000004718.
• Ministry of Education, The People’s Republic of China. (2019, April 18). Retrieved October 15, 2020, from http://en.moe.gov.cn/documents/reports/201904/t20190418_378692.html.
• Muniz, A. M., Jr, & O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412–432. https://doi.org/10.1086/319618.
• Nicola, M., Alsafi, Z., Sohrabi, C., Kerwan, A., Al-Jabir, A., Iosifidis, C., Agha, M., & Aghaf, R. (2020). The socio-economic implications of the coronavirus and COVID-19 pandemic: a review. International Journal of Surgery, 78, 185–193. https://doi.org/10.1016/j.ijsu.2020.04.018.
• Nunnally, J. C., & Bernstein, I. H. (1994). The assessment of reliability. Psychometric Theory, 3, 248-292.
• Olorunniwo, F., Hsu, M.K. & Udo, G. (2006). Service quality, customer satisfaction, and behaviour intentions in the service factory. Journal of Services Marketing, 20(1), 59-72. https://doi.org/10.1108/08876040610646581.
• Olsen, C., & St George, D. (2004). Cross-sectional study design and data analysis. College Entrance Examination Board.
• Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879–891. https://doi.org/10.3758/BRM.40.3.879
• Ratkai, S. (2004). Destination Image and the Influence of Different Forms of Information. Master’s thesis, University of Waterloo, Canada.
• Russell, J. A. (1980). A circumplex model of affect. Journal of Personality and Social Psychology, 39(6), 1161–1178. https://doi.org/10.1037/h0077714.
• Saunders, M., Lewis, P., & Thornhill, A. (2012). Research Methods for Business Students (5th ed.). UK: Pearson Education Ltd.
• Sheth, J. (2020). Impact of COVID-19 on consumer behaviour: Will the old habits return or die?. Journal of Business Research, 117, 280-283. https://doi.org/10.1016/j.jbusres.2020.05.059.
• Smith, W. W., Li, X. R., Pan, B., Witte, M., & Doherty, S. T. (2015). Tracking destination consequences of tourist destination image. Tourism Management, 48, 113-122. https://doi.org/10.1016/j.tourman.2014.04.010.
• Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of Travel Research, 45(4), 413–425. https://doi.org/10.1177/0047287507299569.
• Thiessen, T. (2020, May 19). Covid-19 birthplace in china, Wuhan, now a top travel attraction. Forbes. Retrieved October 14, 2020, https://www.forbes.com/sites/tamarathiessen/2020/05/19/covid-19-birthplace-wuhan-china-now-top-travel-attraction/#5470cef11e7a.
• Tseng, C., Wu, B., Morrison, A. M., Zhang, J., & Chen, Y. C. (2015). Travel blogs on China as a destination image formation agent: A quantitative analysis using Leximancer. Tourism Management, 46, 347-358. https://doi.org/10.1016/j.tourman.2014.07.012.
• Um, S., & Crompton, J. L. (1990). Attitude determinants in tourism destination choice. Annals of Tourism Research, 17, 432-48. https://doi.org/10.1016/0160-7383(90)90008-F.
• UNWTO. (2020). International tourist numbers could fall 60-80% in 2020. Madrid: United Nations World Tourism Organization Press.
• Wahyuni, S. S., & Kusumaningrum, D. A. (2020). The Effect of COVID-19 pandemic: how are the future tourist attitude. Journal of Education, Society and Behavioural Science, 33(4) 67-76. https://doi.org/10.9734/jesbs/2020/v33i430219.
• Wen, J., Kozak, M., Yang, S., & Liu, F. (2020). COVID-19: potential effects on Chinese citizens’ lifestyle and travel. Tourism Review, 76(1), 74-87. https://doi.org/10.1108/TR-03-2020-0110.
• Woodside, A. G., & Lysonski, S. (1989). A general model of traveler destination choice. Journal of Travel Research, 27(1), 8-14. https://doi.org/10.1177/004728758902700402.
• Woomi, P., & Soocheong, J. (2008). Destination image and tourist attitude. Tourism Analysis, 13(4), 401–411.
• Yang, J., Hu, P., & Yuan, B. (2009). The impact of familiarity of perceptive behavior of tourism image—a case study of Chongqing residents’ perception of shanghai tourism image. Tourism Tribune, 24(4), 56–60.
• Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26(1), 45-56. https://doi.org/10.1016/j.tourman.2003.08.016.