The impact of activity type and use of health and safety protocols for destination recovery following a health crisis

ABSTRACT

This paper examines whether, following a prolonged health crisis, the offer of a tourist destination coupled with the use of health and safety protocols at the destination, influences brand equity and intention to visit. Specifically, it (a) examines whether the indoor/outdoor activity offers influence brand equity and intention to visit, (b) demonstrates whether health and safety protocols influence brand equity and intention to visit, and (c) tests whether there is a moderating effect by the use of health and safety protocols in destinations specializing in indoor, rather than outdoor, activities. The study is based on an experimental design in which the type of offer (out/indoor activities) and the use of anti-covid protocols versus their non-use were manipulated.

KEYWORDS:

• Outdoor/Indoor activities
• health crisis
• brand equity
• intention to visit
• COVID-19
• experimental design

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

The work was supported by the Consejeria de Economia, Innovacion y Ciencia de la Junta de Andalucía (Spain) [Research Project CV20-09357]; Conserjería de Transformación Económica, Industria, Conocimiento y Universidades de la Junta de Andalucía (Spain) [Research project: A-SEJ-462-UGR20].

Notes on contributors

Ana I. Polo-Peña

Ana I. Polo-Peña is Reader in the Department of Marketing and Market Research at the University of Granada. Her research interests are in the areas of consumer behavior, tourist marketing and rural tourism. She has published in Journal of Travel Research, Journal of Sustainable Tourism, Journal Small Business Management, Entrepreneurship and Regional Development, The Services Industries Journal, International Journal of Hospitality Management and other scholarly journals.

Hazel Andrews

Hazel Andrews is Reader in Tourism, Culture & Society at Liverpool John Moores University. Her research interests are in the areas of tourists’ experiences and practices. She has published numerous journal articles and books. Among her most recent publications are her edited collection Tourism & Brexit. Travel, Borders & Identity published by Channel View in 2020 and a special issue of the journal Tourism Planning & Development 2022, vol 19 (1).

Antonio Ortega Llamas

Antonio Ortega Llamas is postgraduate student at the University of Granada. He obtained a Masters in Marketing and Consumer Behavior from the University of Granada and a Degree in Business Administration from the University of Córdoba. His research interests include hospitality marketing, online marketing strategies and branding.