Impact of effective crisis management on post-disaster destination image and tourist travel intentions

Natural disasters have garnered significant attention due to their wide-ranging impacts across various sectors. While strategies for preventing and mitigating natural disasters have been extensively researched across scientific disciplines, their implications for the tourism sector still need to be explored. Recently, severe flooding in Huangshan City, China, resulted in widespread damage and economic losses, disrupting local businesses and leading to a sharp decline in tourism revenue – a vital component of the city's economy. This study examines the role of crisis management in shaping tourists' perceived risk, destination image, and post-disaster travel intentions. Data was collected within one month of the disaster, offering timely insights into the relationships between perceived risk, destination image, travel intentions, and the effectiveness of crisis management. The findings reveal that effective crisis management can mitigate the negative effects of perceived risk on destination image, underscoring its strategic importance in shaping tourists' perceptions and post-disaster travel decisions. Additionally, the study highlights the mediating role of destination image between perceived risk and travel intentions, emphasizing the need for targeted marketing strategies to restore and enhance the destination's appeal.