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 specialising 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