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

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  • Umer Zaman
  • Murat Aktan
  • Madeeha Gohar Qureshi
  • Funda Bayrakdaroglu
  • Shahid Nawaz

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.

Suggested Citation

  • Umer Zaman & Murat Aktan & Madeeha Gohar Qureshi & Funda Bayrakdaroglu & Shahid Nawaz, 2021. "Every storm will pass: Examining expat’s host country-destination image, cultural intelligence and renewed destination loyalty in COVID-19 tourism," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1969631-196, January.
    • Handle: RePEc:taf:oabmxx:v:8:y:2021:i:1:p:1969631
    DOI: 10.1080/23311975.2021.1969631
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    Cited by:

    1. NaHyun Lee & Bong-Seok Kim, 2023. "Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 Tourism," SAGE Open, , vol. 13(3), pages 21582440231, July.

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