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.
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No potential conflict of interest was reported by the authors.
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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.