A local destination story for the restoration of the destination image affected by Covid-19 crisis: evidence from Indonesia

Abstract

The study investigates the impact of the narrative engagement mechanism on destination image and tourist behaviour during the Covid-19 crisis. This study used primary data collected from 390 respondents via a scenario-based survey. The results show that the authenticity, conciseness, and reversal of destination stories significantly influence the customers' narrative engagement, which further influences the destination's image and behavioural intentions affected by Covid-19. However, narrative engagement and the destination story did not lead to visitors' affective destination images. This study offers a practical contribution on how a personal travel story helped destinations affected by Covid-19 survive the crisis. Additionally, the study has substantial implications for local destination marketing organisations in expanding recovery strategies and redeveloping images in the future. The study also provides theoretical contribution as the dynamic change in local destination images (cognitive and affective) during the Covid-19 crisis have rarely been explored in academic studies.