Destination Image of Spain Perceived by the Chinese Tourists during the Pandemic

Abstract

This research aims to examine the image of Spain as a tourist destination for the Chinese market before and after the pandemic outbreak using an unstructured method with an open questionnaire. The study considers that the analysis of the image of a destination can contribute to the design of strategies to overcome the negative effects of the perception of risk on the attitudes and intentions of tourist visits during the expansion of the pandemic. Finally, the study suggests possible implementation measures that could contribute to improving the security and attractiveness of the image and, eventually, to maintaining the functionality and attractiveness of a destination.