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Abstract
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.
Highlights
In the midst of an unprecedented downturn faced by the global tourism industry, destinations are currently preparing themselves for the wave of international visitors once travel becomes safe and less restricted (Gössling et al, 2020; Zenker & Kock, 2020)
The present study focused on the dominant role of global expats to explore the paradigm shift in the country image, destination image, and renewed destination loyalty under the COVID-19 tourism
In the midst of an unprecedented downturn faced by the global tourism industry, destinations are currently preparing themselves for the wave of international visitors once travel becomes safe and less restricted (Gössling et al, 2020; Zenker & Kock, 2020)
Summary
In the midst of an unprecedented downturn faced by the global tourism industry, destinations are currently preparing themselves for the wave of international visitors once travel becomes safe and less restricted (Gössling et al, 2020; Zenker & Kock, 2020). The presence of expat communities can send positive messages to international travelers about destinations’ friendliness, multiculturalism, safety, and trust (Abuhjeeleh et al, 2019; Dutt et al, 2018) In this respect, expat groups can help destinations to facilitate inbound tourism and aid destination recovery, despite the continuing global pessimism about traveling (Brouder, 2020). In contrast to occasional general tourists with inadequate short-travel experiences, expats are more credible and marketable source for destinations’ self-evaluation (Abooali et al, 2016; FríasJamilena et al, 2018a)
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