Shangshu Liu et al on Managing destination stigma in post-pandemic tourism (Asia Pacific Journal of Tourism Research)

"Managing destination stigma in post-pandemic tourism: an integrated model of disease avoidance, tourism solidarity, and tourism ethnocentrism in recovery efforts"
Shangshu Liu (JD candidate), Yuchen Xu, Catherine Cheung, Jeremy Ko, Chun Kai Leung
Asia Pacific Journal of Tourism Research
Published online: June 2025

Abstract: This study examines the impact of pandemic-related stigma on tourists’ support for destinations linked to COVID-19, using Wuhan as a case. Rooted in an evolutionary tourism paradigm, survey data from 421 Chinese respondents indicate that perceived disease infectability heightens stigma, reducing tourism solidarity but increasing ethnocentric support. Structural equation modeling shows that while solidarity fosters empathy, it doesn’t lead directly to behaviors like visitation or spending. Conversely, tourism ethnocentrism more strongly predicts supportive actions, suggesting that national pride can counteract stigma. These findings provide actionable insights for tourism practitioners, highlighting the importance of strategies that leverage national identity and address safety concerns transparently to restore traveler confidence. This study contributes to the discourse on health-related stigma, cultural identity, and tourism recovery, suggesting corresponding stigma-reducing interventions.