The influence of crisis on tourists’ perceived destination image and revisit intention: An exploratory study of Chinese tourists to North Korea

Abstract

Abstract North Korea's 2016, and subsequent 2017, nuclear tests have triggered a series of new security crises in the region. This study attempts to understand how experienced Chinese tourists respond to such destination crises by examining changes in their perceived destination image of North Korea and their intention to revisit the country following the January 2016 nuclear tests. Built upon 32 semistructured interviews, the study's findings suggest that North Korea's most recent series of nuclear tests led to divergent perceptions among different groups of Chinese tourists, border residents, and tour operators as to whether North Korea remains a safe destination for Chinese tourists to visit. While the nuclear crisis has largely contributed to Chinese tourists’ negative destination image of North Korea, it does not necessarily scare them away. Results show that some Chinese tourists see North Korea as an even more ‘mysterious’ country after the recent crisis, a response that has actually stimulated their intention to revisit the country.