Understanding young Chinese customers’ perceptions of unsafe city image restoration after Covid-19 outbreak
Chang (Cherise) Li,
Elizabeth Agyeiwaah,
Alain Imboden
et al.
Abstract:Purpose
This study aims to uncover marketing strategies to restore a positive image in times of pandemic crisis to bring tourists back to a popularly affected tourism city in China, Wuhan in Hubei Province. The paper argues that the process of restoring city image requires understanding the perceptions of Generation Z, a segment of the population who have a high propensity to travel after COVID-19.
Design/methodology/approach
This study employed a constructivist grounded theory approach to explore the perspe… Show more
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