The influence of communication in destination imagery during COVID-19

A little over a year after the pandemic and ensuing state-of-emergency were officially declared, it seems timid signs of budding recovery are finally appearing. This paper presents empirical evidence related with destination during COVID-19 pandemic. Data collected early reopening tourism in Spain (Easter break). research evaluates links between communication -both DMO (destination marketing organization) tourist-generated communication- awareness, imagery perceived health safety. We also analyzed impact travel frequency on entire construct set, as well its role potential moderator causal model. Results allow us to put forth series recommendations for tourist managers, aimed at meeting challenges progressively opening up mobility reality continues evolve.